Food Companies to Restrict Marketing Aimed at Kids

Whether emblazoned on billboards, blinking off to the side of popular online game sites, or flashing across the screen in between Saturday-morning cartoons, junk food ads are nearly everywhere kids are. In fact, the American Academy of Pediatrics (AAP) says that the average child sees 40,000 ads on TV alone each year and half of those are food commercials — often for sugary cereals and high-calorie snacks.

In an effort to curb the ever-growing obesity epidemic, the Federal Trade Commission and the Department of Health and Human Services are pressuring food and drink makers to dramatically change how they promote their products to some of their biggest customers — kids.

In response, the Children's Food and Beverage Advertising Initiative has gotten 11 major companies (including McDonald's, PepsiCo, Coca-Cola, and General Mills) to voluntarily agree to limit how they market to children under 12. These companies are responsible for about two-thirds of the TV food ads directed toward kids.

So, what kinds of changes will be obvious to the average customer and their kids? For one, by the end of 2008 fewer licensed characters and kid-friendly cartoons (often made popular by TV and movies) will appear on packages of often-unhealthy foods. Some friendly licensed faces will be used, however, on companies' "better for you" offerings.

And McDonald's has pledged to only promote kids' meals with fruit and low-fat milk to kids. Still, a recent study found that preschoolers preferred the taste of regular foods (including carrots) when they were packaged in McDonald’s wrappers.

What This Means to You

Of course, you can't shield kids from every ad. But you can help put marketing messages in perspective and keep them to a minimum:

• 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 and what kinds of magazines they read.

• Teach kids to be savvy consumers. Start discussions about advertised products by asking questions like, "Do you think that product is good for you?"

• Explain, when your kids ask for stuff they see advertised, that ads are designed to make people want things they don't necessarily need.

And you can do plenty to establish a healthy lifestyle at home:

• Stock up on nutritious fare and limit food that's high in fat, calories, and sugar. Make sure kids have easy access to wholesome snacks like pre-cut fruits, veggies, low-fat cheese, and whole-grain crackers.

• Don't maintain a clean-plate policy. Encourage kids to eat only when they're hungry and stop eating when they're full.

• Don't talk about "bad foods" or completely eliminate all sweets and favorite snacks. Kids may rebel and overeat these forbidden foods outside the home or sneak them in.

• Serve a healthy breakfast and make eating family dinners a top priority.

• Limit screen time (TV, video games, and computer) — no more than 1 or 2 hours a day for kids over age 2.

• Encourage regular exercise. If kids don't like sports, help them find an activity they enjoy that will keep them moving.

• Practice what you preach — make eating and exercise a family affair.

Reviewed by: Steven Dowshen, MD
Date reviewed: August 2007