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

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Marketing Food to Children and Adolescents The Beverage Guidelines were announced in May 2006. As of September 2007, approximately 35% of all school beverage contracts complied with the Guidelines, including 90% of new contracts entered into between bottlers and schools since the Guidelines took effect. 148 In addition, the total number of calories in beverages shipped to schools dropped 41% between 2004 and 2006-07. 149 The Alliance stated that the industry was on track toward its goal of 100% compliance by the start of the 2009-2010 school year. 150 The Competitive Foods Guidelines were announced in October 2006. Compliance data are not yet available but are expected in 2009. b. oT h e R co m Pa n y iniTiaTives Separate from the Alliance, some reporting companies have improved the nutritional profile of their food products used in school food service programs, such as cereals, other breakfast foods, lunch entrees, and snack items. For example, a number of companies reported new products that meet the “35-10-35” guidelines for fat, saturated fat, and sugar, 151 and/or that provide additional benefits such as whole grain; a good or excellent source of vitamins and nutrients that children need; and reduced calories, sodium, or sugar; or zero trans fat. The new products involve both reformulations of products previously offered in schools, and the introduction of new, better-for-you options. As with competitive foods, food service products generally appear to be distributed and sold to schools by third-party distributors. Individual food manufacturers can, however, reformulate their products or create new ones to provide healthier choices for school children. Many have done so already, and the Commission encourages the continuation and expansion of those efforts. re c o m m e n d a t I o n s : • • • • Companies should continue efforts to improve the nutritional profile of foods and beverages sold in schools. All companies that sell competitive food or beverage products in schools should join the Alliance for a Healthier Generation or otherwise adopt and adhere to meaningful nutrition-based standards for foods and beverages sold in schools, such as those recommended by the Institute of Medicine. Participating companies should consider incorporating their Alliance commitments into distributor contracts. Companies should cease all in-school promotion of products that do not meet meaningful nutrition-based standards. 74
• Assessment of Food Company Health Initiatives and Recommendations The Commission encourages schools and school districts, as part of their school wellness policies, to adopt and implement meaningful nutrition-based standards for competitive foods sold in schools. 6. Healthy Messages As noted above, the 2006 Report recommended that food companies explore ways to improve public education efforts about nutrition and fitness. 152 Likewise, the Report recommended that food companies partner with other organizations “to develop and support substantial public education programs that promote nutrition and fitness to children, including outreach programs in local communities.” 153 The 2006 Report also recommended that food companies “promote more nutritious, lower-calorie products to racial and ethnic minority populations in which childhood obesity rates are high,” and that food companies and media and entertainment companies tailor education and outreach efforts about nutrition and fitness to these populations. 154 The reporting companies have engaged in a variety of public outreach activities to promote nutrition and exercise to children through their own initiatives and through partnerships with national and local organizations. Some of the reported activities preceded the 2005 Workshop, but have continued or expanded. Companies have used a range of techniques to promote healthy messages, such as underwriting youth sports and nutrition initiatives, disseminating information through print publications and company-sponsored websites, and providing health and fitness information and equipment to schools. The reporting companies have directed their outreach and education efforts to children and teens, as well as to parents, teachers, and coaches. Many of the reporting companies have partnered with government bodies, media companies, non-profit organizations, and other entities to promote nutrition and physical activities for children and teens. Examples of these collaborations include: • • • • • Supporting the efforts of the Centers for Disease Control and Prevention and the Produce for Better Health Foundation to promote consumption of fruits and vegetables; 155 Partnering with the American Dairy Association’s “Got Milk” campaign and the “3-A-Day” dairy program; 156 Partnering with Sesame Workshop to promote Sesame’s Healthy Habits for Life program; 157 Supporting YMCA programs, including “Activate America”; Partnering with the Ad Council and with television networks to air child-directed public service announcements and advertisements promoting nutrition and fitness; 75 158
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FEDERAL TRADE COMMISSION Marketing
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Report Contributors Bureau of Consu
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Appendices 2. Athletic and Other Ev
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List of Figures Figure II.1: Report
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