Food Marketing to Children and Youth Threat or Opportunity? by Jan Foster, MS, RD, LDN August 2006

The Committee on Food Marketing and the Diets of Children and Youth was established in 2004 to explore:

  • what is known about current food and beverage marketing practices,
  • the influence of these practices on the diets and health of U.S. children and youth, and
  • public and private strategies that have been used or could be used to promote healthful food and beverage choices among children and youth.

The committee’s review indicates that food and beverage marketing influences the preferences and purchase requests of children, influences consumption, at least in the short term, is a likely contributor to less healthful diets, and may contribute to negative diet-related health outcomes and risks among children and youth.

The committee identified five broad conclusions that serve as the basis for its ten specific recommendations.

The five broad conclusions:

  1. Along with many other intersecting factors, food and beverage marketing influences the diets and health prospects of children and youth.
  2. Food and beverage marketing practices geared to children and youth are out of balance with healthful diets and contribute to an environment that puts their health at risk.
  3. Food and beverage companies, restaurants, and marketers have underutilized potential to devote creativity and resources to develop and promote food, beverages, and meals that support healthful diets for children and youth.
  4. Achieving healthful diets for children and youth will require sustained, multisectorial, and integrated efforts that include industry leadership and initiative.
  5. Public policy programs and incentives do not currently have the support or authority to address many of the current and emerging marketing practices that influence the diets of children and youth.

The committee lists ten specific recommendations. Three are listed for food and beverage production and promotion; and one for each of the following areas: marketing practice standards; media and entertainment initiatives; parents, caregivers, and families; school environments; public policy; research; and monitoring progress. Within each category, specific suggestions are provided for measuring the implementation of the recommendations.

For example recommendation 7 addresses marketing in the school environment and preparing students for healthful lifelong dietary patterns. 

Recommendation 7: State and local educational authorities, with support from parents, health authorities, and other stakeholders, should educate about and promote healthful diets for children and youth in all aspects of the school environment (e.g. commercial sponsorships, meals and snacks, curriculum).

To implement this recommendation, companies should

  • Develop and implement nutrition standards for competitive foods and beverages sold or served in the school environment.
  • Adopt policies and best practices that promote the availability and marketing of foods and beverages that support healthful diets.
  • Provided visible leadership in this effort by public and civic leaders at all levels such as the National Governors Association, the state and local Boards of Education, and the National Parent Teacher Association, as well as trade associations representing private-sector businesses such as distributors, bottlers and vending machine companies that directly interface with the school administration.

There is no single public body with responsibility or authority to track the influence of marketing on dietary practices and health status of children and youth in the United States. The review and recommendations presented in this report are anchored in the presentation and interpretation of the evidence. The committee concluded, that based upon a thorough and impartial review of existing scientific data, that the dietary patterns of our children and youth put their health at risk, that the patterns have been encouraged and reinforced by prevailing marketing practices, and that the turnaround required will depend upon aggressive and sustained leadership from all sectors, including the food and beverage industries. This is a public health priority of the highest order.

Reference:

Extracted from Institute of Medicine. Executive Summary of the Food Marketing to Children and Youth Threat or Opportunity? Washington, DC: National Academies Press; 2006.  Available at: http://www.nap.edu/; and http://www.nap.edu/category.html?id=fn   Accessed April 28, 2006.

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Partners in Program Planning for Adolescent Health (PIPPAH)
by the American Dietetic Association

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