This morning I read something that made me smile. It contained some important information about how the government is actually pressuring companies to cut back on marketing unhealthy foods to children. The guidelines will affect advertisements that are shown on TV, in store marketing and Internet marketing. It is something that I hope that many companies will give serious consideration to.
The voluntary guidelines will see to it that companies marketing food to children ages 2-17 with products that are low in fats, sugars and sodium. Over the years there has been a lot of lip service regarding what constitutes healthy ingredients. But all of this is about to change. This proposal sets parameters that are strict, but heck, it’s the day and age of accountability, and thankfully one that has been almost a decade in the making.
In the past ads targeted at children have been colorful cartoon characters and these gimmicks are used to draw their attention to the brand. The guidelines are actually setting a precedent. In order for these companies to advertise their products they will have to alter the products to reduce the unhealthy ingredients in their products. It’s an idea whose time has come and given the devastated stats on childhood obesity may prove to be a game changer as well.
Although unknown at this time whether government pressure will produce the life changing results it desires there are some companies that have joined an initiative to limit their marketing to children. The Better Business Bureau’s created a set of standards are similar to the government’s, but less stringent. Nonetheless it sees McDonald’s General Mills, Kraft Foods Global and PepsiCo Inc. embracing the change in a big way.
The number of TV ads aimed at children in recent years has dropped significantly, but unfortunately moved elsewhere to the Internet, ranking high in social media and other digital platforms such as the smart phone. What is clear to me is that the industry’s self-regulation is not enough and it is the public health sector that has put pressure on the government to set the wheels of motion for change.
What types of food ads do children actually see? Product placement in video games and celebrity endorsements top the list and are believed to a large extent to be a contributing factor to the nightmare of childhood diseases, with childhood obesity leading the pack. Centers for Disease Control and Prevention’s statistics state that obesity now affects 17% of all children and adolescents in the United States – triple the rate from just one generation ago. And sadly, in some racial and ethnic groups this statistic is higher.
So what’s the answer? The at home solution is simple: reduce time watching television and other sedentary behaviors, and build more physical behavior into your regular routines. The in school solution is to make sure that the cafeteria’s breakfast and lunch programs meet nutrition standards with foods that are low in fat, calories, and added sugars. Place more of an emphasis for children, from prekindergarten through grade 12, to have daily physical education that is one of high quality. But when will this change actually take place? I hope before it’s not too late.
Having a marketing environment that is supportive is ideal, but getting the parents to actually get children to eat healthy is and always has been a challenge. I guess many don’t understand the severity of the problem. I know I didn’t I’m starting to understand what first lady Michelle Obama is actually trying to accomplish with her “Let’s Move” campaign. Her efforts at combating childhood obesity are simple. She has pushed for better school lunches, healthier restaurant meals, more physical activity and other healthy lifestyle changes. She’s made great strides with this initiative, and although she speaks to all companies it will be the companies that are progressive that will follow suit and reap both the benefits and rewards set forth.
The movement is geared towards adding more fruits, vegetables, whole grains, low-fat milk products, fish, extra lean meat, eggs, nuts, seeds or beans in our children’s diets. As a part of the marketing guidelines, the foods containing certain amounts of trans-fat, saturated fat, added sugars or sodium per serving would not be eligible to be marketed to children. Top offenders in this category are breakfast cereals, carbonated beverages, restaurant foods and snacks.
If companies are targeting less children where has the ad focus shifted to now? Moms! Afterall, moms are the primary shoppers in the family household, the ad spend is targeted to blogs directed at mothers and recipe sites.
Scott Faber, who is the lobbyist for the Grocery manufacturer’s association states: “The number of food ads on children's shows has fallen by half since 2004,” and "The number of ads for cookies, candy, soda and snacks has dropped even more dramatically." Kudos go to the companies that use advertising as a teaching tool. But, that my friends is that’s something that will materialize in the future!
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