food marketing to children

8/6/2019 Food Marketing to Children

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Food Marketing to Children, Childhood Obesity

and the Role of Self Regulation

Maureen Enright, Assistant Director

Childrens Food & Beverage Advertising Initiative

Linda Eatherton, Director of Ketchums Global Food & Nutrition Practice

Pamela Von Lehmden, Director of Ketchum Youth Marketing



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A GLOBAL LANDSCAPEA GLOBAL LANDSCAPE



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The New Yorker 2003



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Factors Shaping ConsumptionFactors Shaping Consumption

Individual &

Developmental

Factors

Family

&

Home

School

&

Peers

Neighborhood&

Community

Marketing

Product, Place,

Price, Promotion

Culture &

Values

Economic Factors

Public Policies

Production,

Distribution, Promotion

Genetics &

Biology

Health

Outcomes for

Children and YouthPhysicalActivity

Diet

Source: IOM



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Landscape Scan:Landscape Scan:

Who is Looking at Food MarketingWho is Looking at Food Marketing

� Media

� White House

� Government agencies

� Dietary Guidelines Advisory Committee

� Academics/Advocacy Groups

� Investors� Parents



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Childhood Obesity in the MediaChildhood Obesity in the Media



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Presidential Proclamation Making SeptemberPresidential Proclamation Making September

National Childhood Obesity Awareness MonthNational Childhood Obesity Awareness Month



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� 2.7: F&B, media and entertainmentindustries should adopt

± uniform nutrition standards, AND

± uniform definitions of what constitutesmarketing

� 2.8: F&B and entertainmentindustries should create on-air adlabeling to distinguish healthy andunhealthy foods

� 2.9: If voluntary efforts fail, FCCshould consider revising rules foradvertising during kidsprogramming

White House Task ForceWhite House Task Force

Report RecommendationsReport Recommendations



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FTCFTC

� Food Marketing Subpoenas

± Issued to 48 companies on Aug. 23

± Responses are due Dec. 1

� New report Summer 2011

± Update on marketing expenditures to kids and

teens ± Evaluation of how self regulation is working



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FTCs 2008 ReportFTCs 2008 Report

� FTC finds $1.6 billion spenton marketing to youth in2006

� Recommends all companiesthat market food to childrenadopt meaningful nutrition-based standards for thatmarketing

± A useful first step would beto join the CBBB Initiative.



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Interagency Group on FoodInteragency Group on Food

Marketing to Children/HR 1105 Marketing to Children/HR 1105

� Agencies: FTC, FDA, CDC, & USDA

� Task: Develop nutrition standards ± For food marketing targeting children < 17, OR

±

When food represents a significant component of the diets of children� Tentative Proposed Standards: Extreme!

± Virtually no processed foods (and NO confections) can meet standards

� Standards in Report to Congress: No legal effect ± Can expect tremendous pressure to adopt voluntarily

�

Timing: David Vladick, BCP Director, FTC says on9

/23

/10 ± Federal Register Notice may be out by end of year



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The Voluntary IWG StandardsThe Voluntary IWG Standards



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FCC Notice of InquiryFCC Notice of Inquiry



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Dietary Guidelines Advisory Committee:Dietary Guidelines Advisory Committee:

An Urgent Need to Focus on ChildrenAn Urgent Need to Focus on Children

� Areas targeting childhood

obesity prevention that

should be addressed include

± Develop and enforce effectivepolicies regarding marketing

of food and beverage

products to children.

Pages B3,6-7.



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Academics andAcademics and

Interest Group ReportsInterest Group Reports

� Well funded ± RWJF dedicating > $5 million for

research

± National Cancer Institute

± California Endowment

� Numerous studies issued ± Health Affairs

± Rudd Center

± Children Now

± CSPI

� More coming ± Rudd Center

± Others



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CSPI Report Card StudyCSPI Report Card Study

(March 2010)(March 2010)

� CSPI graded the food marketing policiesof 128 food and media companies

� 2/3 did not have a policy and receivedan F

� CFBAI participants overall had highergrades than non-participants

� CSPI recommended that all companies

that market foods to kids join CFBAI



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Investors are WatchingInvestors are Watching

http://www.insightinvestment.com/Responsibility/Engagement/consumer_health_and_obesity.asp

³We need tounderstandcompanies¶

strategies foraddressing obesityand related healthissues, and whetherthey are set to gain

competitiveadvantage fromthose strategies.́



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The Landscape of ChildrensThe Landscape of Childrens

Advertising Is ChangingAdvertising Is Changing

� Before (Pre-CFBAI) Almost anything went regardingwhat was advertised

± CARU Guidelines for how to advertise, but not what to

advertise� Few companies had nutrition standards for child-directed

advertising

� No third party accountability on what was advertised

� Now Science-based nutrition standards govern

participants child-directed ads ± BBB oversight provides transparency and accountability



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CFBAI GoalsCFBAI Goals

� Shift the mix of products advertised primarily to kidsunder 12 (child-directed)

± Fewer calories, and lower in fats, sodium, sugars

± More nutrient dense

� Be part of the solution ± Support efforts of parents, schools

� Bring transparency and accountability to participant

commitments ± BBB review ensures soundness & reasonableness

± BBB monitoring & reporting ensures program integrity



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CFBAI RequirementsCFBAI Requirements

as of January 2010as of January 2010

� 100% advertising of only healthier products, or no advertisingcommitment required

� Advertising coverage ±

Traditional measured media: TV, radio, print, Internet-both3

d partyand company-owned

± Digital & mobile media: ads on cell phones, video games rated EC orlabeled as child-directed, DVDs of child-directed G rated movies andsimilar content

± Word of mouth advertising that is primarily child directed

� No product placement in child-directed content

� No advertising to kids in schools (pre-K through 6th grade)



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New: Definition of Advertising PrimarilyNew: Definition of Advertising Primarily

Directed to Children Under 12 Directed to Children Under 12

� Objective: harmonize definitions of child-directed advertising ± Set threshold of 35% audience 2-11

� More rigorous definitions (30% or 25%) okay

� Results to date: partial harmonization ±

3 participants at 50% moved to 35% ± 1 using an index measure moved to 35%

± 1 using multi-factorial analysis added 35% as factor

� Overall: 15/17 using no more than 35% or include 35% in analysis ± Cadbury using 50% threshold will be under Kraft Foods pledge (35%

definition) by 2012 ± PepsiCo uses multi-factorial approach that includes consideration of

audience demographics



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New:NoNew:No Advertising to PreAdvertising to Pre--SchoolSchool

Age Kids PoliciesAge Kids Policies

� Objective: Have all individually adopt this policy (not a

CFBAI requirement)

±

Previously� 4 companies no advertising to 2-11

� 6 companies separate policies on no advertising to kids 2-5

± Now:15 companies no advertising primarily directed to

kids under 12 or six

� 5 added (or codified) pre-school kid ad policies

� 2 others changed standard to 35% from 50%



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CFBAIs 17 ParticipantsCFBAIs 17 Participants



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Self RegulationSelf Regulation an Important First Stepan Important First Step

Not a Magic BulletNot a Magic Bullet

� Some groups dont favor and want regulation

� Others such as FTC want self regulation to succeed

� Supporters favor changes to CFBAI�

Uniform nutrition standards� Uniform audience definitions

� Cover packaging & POS

� All see greater participation as critical to success of voluntaryefforts

�

Why? BBB oversight ensures transparency and accountabilityof companys policies



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Conclusion: Self Regulation isConclusion: Self Regulation is

Critical and BeneficialCritical and Beneficial

� Food marketing to kids is a hot issue that is here to stay

� IWGs tentative proposed standards (as of 12/15/2009) are so impracticalcannot achieve goal to promote kids health

� Self regulation via an independent third party is necessary and a crediblealternative to government regulation

� CFBAI provides leadership & oversight for industry-led program ± Rigorous, meaningful standards

±

Dynamic and forward looking ± Provides an important non-company insider POV

± Other participants insights on common problems helpful

± Groups efforts have stronger impact than individual efforts

± Enhanced public and government relations

± Join us!



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IMPLICATIONS FOR BRAND IMPLICATIONS FOR BRAND COMMUNICATORSCOMMUNICATORS



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Branding Responsibility:Branding Responsibility:

FiveFive Rules of the RoadRules of the Road

Be ParentApproved



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Yet, with Kid

Appeal



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Act Like CaringCousins



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Show TrackRecord to Trust



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Raise Your Hand-

Before Youre

Asked



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QUESTIONS?QUESTIONS?

food marketing to children

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