Download Carol A. Hazen, MS Director of Advocacy Resources Food

Yale Rudd Center for Food Policy
and Obesity
Carol A. Hazen, M.S.
Director of Advocacy Resources
Food Marketing Initiative
[email protected]
Food Marketing to Kids
Current practices are “out of balance with
healthful diets and contribute to an
environment that puts their health at risk” (2005)
The Research….
• Influences food preferences
• Strengthens “Pester power”
• Increases consumption
• Long-term impact on diet/health
• Promotes brand loyalty
We Know….
• Food/beverage companies spend nearly $2 billion
dollars per year advertising to kids
• Most of the ads are for sugary drinks, cereal, fast
food
• Calorie-dense, nutrient poor foods are those
targeted almost exclusively to children
Foods marketed to children contain
85% more sugar , 65% less fiber & 60% more sodium
than adult-targeted ones
Foods Marketed to Kids
FOOD
FOOD MARKETING
MARKETING
On TV……
Children:
13 food ads per day
1 McDonald’s ad everyday
Preschoolers:
3 fast food ads per day
Teens:
more sugary drink &
energy drink ads than adults
On TV…….
FOOD
FOOD MARKETING
MARKETING
Online…..
1.2 million children/mo.
Advergames
Social Media
FOOD
FOOD MARKETING
MARKETING
Mobile Marketing
MARKETING
InFOOD
the Community…..
Grocery stores
• Shelf-space:
• Check-out:
Type of Cereal by Shelf
Fast Food Restaurants
• Unhealthy beverages are the default:
25%
72%
83%
Celebrity Endorsements
FOOD
FOOD MARKETING
MARKETING
In Schools…..
“Learning” with Food
Why Focus on Schools?
What Do Parents Think?
Parent Survey
–
We surveyed 2,454 parents with children
ages 2-17 living at home in 2009, 2010, and
2011
–
Parents are as concerned about junk food
marketing to their children as they are
about alcohol and tobacco use in the
media, and their concern is increasing
–
Close to 70% believe that food marketing
negatively affects their children’s eating
habits.
–
Parents are more likely to support
regulations to limit unhealthy food
marketing to children now than they were
three years ago.
So What Can We Do?
• Parents
– Become knowledgeable about food marketing in schools
– Help raise awareness
– Take action
• Let policymakers know this issue is important to you
• Let food and beverage companies know you don’t appreciate how they are
undermining your efforts
• Join your school wellness team
• State policymakers and agencies
– Prohibit advertising on school buses
– Conduct a statewide study/assessment of marketing in schools
Healthy Kids, Hunger Free Act of 2010
• The Healthy Kids, Hunger Free Act of 2010
– Enhances local wellness policies in schools in order to promote
healthier lifestyles for children
– Places greater emphasis on implementation, evaluation, and public
reporting
– Brings more people into this process; includes more members from
the community
Healthy Kids, Hunger Free Act 2010
• So what's new?
– Includes goals for nutrition promotion
– Required to permit PE teachers, school health professionals, parents,
students, representatives of the school food authority, the school
board, school administrators, and the public to participate in the
development of wellness policies
– Expand scope to include the implementation along with periodic
review and updates
Healthy Kids, Hunger Free Act 2010
– Inform and update the public about the content and implementation
of the local wellness policies
– Measure periodically and make available to the public an assessment
of the local wellness policy, including:
• The extent to which schools are in compliance with the local wellness
policy;
• The extent to which the LEA’s local wellness policy compares to model
local school wellness policies; and
• The progress made in attaining the goals of the local wellness policy
– Designate one or more LEA officials or school officials to ensure
compliance
How?
• Schools have broad authority to control commercial
messages on their campuses
• Help create a school district wellness policy
restricting food and beverage advertising
• Options
– Ban all advertising on campus
– Ban the advertising of all foods and beverages on campus
– Ban the advertising of those foods and beverages that the
district does not allow to be sold on campus
For More Information