Y52e4t9Cw&noredirect=1 ▪What marketing techniques do you notice in the food commercial? ▪Do they influence you to buy that product?

Food Marketing to Children ● Sarah Ahmed ● Independent Research GT ● Mentor: Ms. Debra Schulze, ● Clinical Nutritionist at the University of Maryland Medical Center

The Epidemic of Childhood Obesity ●Rate of childhood obesity rising-very serious and costly health issue ●Top three sources of children’s diets are grain- based desserts, pizza, and soda/energy/sport drinks (FTC) ●Children consume too many calories from sugar, solid fats, refined grains and sodium. ●Why has it risen so much within the last three decades?

Nutrition Profile of Foods Marketed ●Majority of foods advertised are breakfast cereals, fast food and carbonated beverages ●These foods are high in fat, sugar and sodium, but low in the essential fiber and minerals a child needs. ●Children today eat many more “empty” calories than children in the past thirty years ● Food and beverage companies rarely market healthy foods.. foodmarketing.org

Let’s look at Frosted Flakes’ nutrition label…. high level of sodium High sugar content Very low protein Very little essential dietary fiber

Food Marketing to Children ●Food marketing to children has dramatically risen since the 1970s ●Annually, $2.1 dollars are spent each year-more than $5 million a day. ●Kids watch an average of ten food related commercials a day ●98% of this advertising is for foods that are unhealthy and low in essential vitamins and minerals. ●Many different forms of advertising used. kickstarter.com

Traditional Media: Television, Radio, Print. ●$695 million dollars spent on this form of traditional media ●Accounts for 39% of advertising ●Heavily advertised products: breakfast cereals, prepared foods, dairy products, and snacks ●Radio and Print geared more towards teenagers. huffingtonpost.com

New Media: Social Media & the Internet ●Accounts for 7% of all marketing ●$76.6 million spent ●The top three food categories were carbonated beverages, candy and frozen desserts and snack foods ($11.3 million) ●common amongst teenagers fbforbusinessmarketing.com Huffingtonpotst.com

Cross Promotions & Celebrity Endorsements ●$4.5% of all youth directed expenditures ●Total of $80.6 million dollars ●Highest foods marketed: carbonated beverages, snacks and fast food. ●Additional $13.6 million for celebrity endorsements, mostly teen directed j fitncookies.com

A Few Examples of Cross Promotions ●Alvin and the Chipmunks: The Squeakquel (QSR children’s meals, candy) ●Barbie (breakfast cereals, fruit snacks, QSR children’s meals) ●Care Bears (fruit snacks) ●Disney Fairies (fresh fruits and vegetables) ●Finding Nemo (fruit juice, fresh fruits, breakfast cereals, crackers, frozen waffles,fruit snacks) ●Jonas Brothers: The 3D Concert Experience (sliced cheese) mrbreakfast.com Mrrbreakfast.com

Lack of regulations ●Interagency Working Group ●Food and beverage companies find loopholes ●The Children’s Advertising Review Unit (CARU) ●Industries lobby Congress and vehemently oppose FTC from holding hearings ●Federal Trade Commission Improvements Act of

Conclusion ●Major public health concern ●Has a direct effect on young people’s diets ●Negative influence on diet, weight and health

What Can Be Done ●Marketers should put out ads for healthy foods ●All food companies should join the CFBAI ●Companies should adopt meaningful nutrition standards of their own ●Expand the Healthy Weight Commitment Foundation ●Strengthen nutrition standards 100daysofrealfood.com

Concluding Video sd kellythekitchenkop.com

Questions?

Works Cited "Childhood Obesity." Centers for Disease Control and Prevention. Centers for Disease Control and Prevention, 27 Feb Web. 12 May CSPI. "Limiting Food Marketing to Children." CSPInet.org. Center for Science in the Public Interest, n.d. Web. 12 May "Review of Food Marketing to Children and Adolescents -- Follow-Up Report."Federal Trade Commission. FTC., 1 Dec Web. 12 May

Continued “Front of Package Fail: Labels Tout Healthier Foods for Kids, 84% Studied Flunk Nutrition Standards." The Facts on Junk Food Marketing and Kids. Prevention Institute, 3 Mar Web. 12 May < areas/supporting-healthy-food-a-activity/supporting-healthy-food- and-activity-environments-advocacy/get-involved-were-not-buying- it/735-were-not-buying-it-the-facts-on-junk-food-marketing-and-kids.htmlhttp:// areas/supporting-healthy-food-a-activity/supporting-healthy-food- and-activity-environments-advocacy/get-involved-were-not-buying- it/735-were-not-buying-it-the-facts-on-junk-food-marketing-and-kids.html Yale Rudd Center. "Food Marketing to Youth." Rudd Center for Food Policy & Obesity — What We Do —. Yale Rudd Center, 3 July Web. 12 May