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

•
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