Marketing Food to Children and Adolescents - Federal Trade ...

Marketing Food to Children and Adolescents
criteria. Beverage companies, too, offer “Diet,” “Sugar Free,” “Zero Carb,” and other versions
of their products. 131
re c o m m e n d a t I o n s :
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Companies should conduct research on the effectiveness of various labeling devices
to determine how consumers interpret such labeling and to identify those devices
most effective at conveying meaningful, truthful information.
Companies should work toward consistency among the standards used by individual
food and beverage companies to determine what constitutes a “better for you”
product, such as through the development and use of third-party standards, icons, or
other devices. The Commission supports the work of the Keystone Center and others
in this regard.
5. Competitive Foods and Beverages in Schools
As noted above, another key recommendation in the 2006 Report was that companies
work to improve the nutritional quality of “competitive” foods and beverages sold in schools. 132
Together with the Alliance for a Healthier Generation, a number of food and beverage companies
were already working on this front, and have made commendable progress through their
guidelines for competitive foods and beverages. Some reporting companies also have worked
to improve the nutritional profile of products they provide to school food service programs. In
addition, in 2007, the Institute of Medicine’s Committee on Nutrition Standards for Foods in
Schools issued its own recommendations for nutrition-based standards for competitive foods and
beverages sold in schools. 133 The Commission expects that all of these efforts will positively
impact the nutritional quality of foods consumed by children in school.
a. al l i a n c e f o R a he a l T h i e R ge n e R a T i o n sc h o o l be v e R a g e a n d
co m P e T i T i v e fo o d gu i d e l i n e s
In 2006, a number of food and beverage companies committed to limit the products they sell
in schools. 134 Together with the Alliance for a Healthier Generation, 135 the companies created
voluntary nutritional guidelines for competitive foods (such as snacks and side items) and drinks
sold to children in elementary, middle, and high schools outside the school meal program.
The resulting School Beverage Guidelines and Competitive Foods Guidelines are designed to
decrease the caloric value, and increase the nutritional value, of these products.
The nutritional guidelines vary, depending on the type of food or beverage. For beverages,
the guidelines impose caloric and size limitations on milk, juice, and other drinks. 136 The
restrictions vary, depending on the school in which the product is sold. For example, in
elementary schools, only water, milk and 100% juice may be offered, whereas in high schools,
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