Download Kid-Targeted Marketing: Is It Ethical?

Kid-Targeted Marketing:
Is It Ethical?
By
Veronica Gill
Integrated Marketing Communications
2/24/2015
SUMMARY
Statistically, kids view roughly 16,000 advertisements every year, a number
that will only become higher as tablets and smartphones become staples in
everyone’s household. According to Northeastern University’s digital media
program director, "Marketing is an integral part of our culture, but while adults
develop mental calluses from the constant barrage of ads, children are still
developing the ability to distinguish between content and advertising messages.
No matter how smart or sophisticated they may appear, kids are not skeptical.
They often have difficulties distinguishing between reality and fiction, truth and
consequences."
Some well-known companies including Campbell's, General Mills, Kellogg's,
Pepsi, and Kraft, have adopted nutrition criteria for food that is geared toward
children, allowing parents to compare products across brands, and make
healthier choices (Minsker, 2014).
In 2013, First Lady Michelle Obama made kid-targeted advertising a nationwide
discussion, specifically pointing out that fast food companies are the major
offenders. McDonald's, for instance, spent over $42 million on Happy Meal
advertisements in 2012 alone! A great deal of their marketing is aimed at
children, and many people find it to be disturbing from both an ethical and
moral standpoint. According to Corporate Accountability International’s “Value
[the] Meal” campaign, it’s also considered ‘bad business’ (McCann, 2015).
SUPPORTING INFORMATION
Parents of young children today fit in the Generations X and Y demographics, and
are more concerned about food ingredients and organic foods more so than their
elders. Consequently, McDonald’s is losing their foothold in the Millennials choice
of restaurants to visit. Many of them are choosing healthier options such as
Subway and Panera Bread.
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McDonald’s became a hot topic of debate for spending millions of dollars on
their marketing campaign, they responded by tweaking their kid’s menu
options. They have added milk, apple slices, oranges,
yogurt, and juice to their happy meals.
They have also introduced a new mascot, “Happy”, to
promote healthier meal options. Julie Wenger, senior
director of U.S. marketing for McDonald's is quoted as
saying, "When we make [healthy] choices more fun, it
makes kids choose them."
MY PERSONAL THOUGHTS
As a parent, it can be frustrating when unhealthy food is so heavily promoted to
my children instead of healthier products. But at the same time I also realize
that it is still up to us as parents to choose whether or not they are going to
have happy meals or not. I am glad they made some positive changes in
regards to their menu options, by incorporating fruit in their kid’s meals, and
now even their value menu has changed to include
salads rather than only french fries.
People were complaining… McDonald’s listened and took
a proactive approach making some positive ethical
changes. From a marketing standpoint, they really
didn’t have much of a choice. If the majority of people
are looking to consume healthier foods at a fast food
restaurant, they needed to jump on the bandwagon, or risk losing large
amounts of potential profit. Way to go Mc’D’s… way to go!
REFERENCE LIST
Minsker, M. (2014, August). Is Kid-Targeted Marketing Unethical? CRM
Magazine. Retrieved from http://www.destinationcrm.com/Articles/ColumnsDepartments/Insight/Is-Kid-Targeted-Marketing-Unethical-98186.aspx
McCann, D. (2015, February 13th). Is Mickey-D Marketing Sourcing McDonald’s
Bottom Line? Retrieved from http://ww2.cfo.com/riskmanagement/2015/02/mickey-d-marketing-souring-bottom-line-mcdonaldsmarketing/
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