$1.6 Billion Spent Promoting Food and Drinks to Kids and Teens

How Companies Catch Kids' Attention

In today's media-saturated environment, kids and teens are exposed to marketing not just on TV, the radio, and in their favorite magazines. Ads are also abundant on the Internet and in what the FTC calls "new electronic media" — things like text messaging, podcasts (digital content sent to computers or portable media players), and "webisodes" (video episodes online).

As the report points out, companies now can even employ a technique called "viral marketing," which encourages young consumers to forward marketing messages to their friends through easy tech tactics like e-cards.

On the Web, food and drink makers often appeal to kids of all ages by offering youth their own sections or completely separate websites featuring activities and free downloads. Some of the freebies, according to the FTC, include music, MySpace page layouts, ringtones, screensavers, and wallpapers for teens; and coloring pages, stickers, games, decals to iron on, and activity sheets for kids. And "advergames," which may seem simply like something fun to play, are made for the sole purpose of promoting a product.

When it comes to TV, ads influencing kids aren't just airing during children's shows. In the age of reality TV, commercials aired during programs that are meant to appeal to the whole family (like "American Idol," which boasted about 3 million child viewers, on average) might not be aimed directly at kids but their marketing messages still reach even the youngest viewers.

Schools are also a major advertising venue. In fact, more than 10% ($186 million) of all food and beverage marketing aimed at kids and teens is directed to schools. Nearly a quarter ($116 million) of what soft drink companies spend on advertising to kids is school-based, with educational institutions receiving lucrative commissions for vending machine sales.

What This Means to You

It's impossible to shield kids from all ads all the time. But you can help put marketing messages in perspective and keep them to a minimum:

• Limit screen time (TV, video games, and computer) — to no more than 1 or 2 hours of quality content a day for kids over age 2.
• Have your kids watch public television stations.
• Record programs — without the commercials.
• Buy or rent children's videos or DVDs.
• Know what kinds of websites your kids visit, magazines they read, shows they watch, radio stations they listen to, and new media (like text messaged ads, podcasts, and webisodes) they see.
• Teach kids to be savvy consumers. Start discussions about advertised products by asking questions like, "Do you think that product is good for you?"
• Talk to kids about products and promotions tied to food and drinks, from toys in kids' meals to contests and giveaways.
• Explain, when your kids ask for stuff they see advertised, that ads are designed to make people want things they don't necessarily need.
• Don't cave in to your kids' request for character-driven foods (or ones you think they'll like better because their favorite animated "friends" are on the box). The more you offer these as OK options, the more your kids will expect other character-driven products that may seem more appealing. Talk about how what's on the package (or how the food is shaped or colored, for that matter) doesn't make it taste any better or make it any better for you.

Reviewed by: Mary L. Gavin, MD Date reviewed: August 2008

Source: "Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities, and Regulations," FTC, July 2008.