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Marketing Food to ChildrenDaniel Cook, Ph.D.School of Community Health Sciences, [email protected]
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Overview
� Doubt is their product
� Bright Colors, Clowns, Animals
� Voluntary Programs / Policies
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Marion Nestle
� 2002
� Food Politics
Lobbying, Industry funding
science, nonprofits
� 2006
� What to Eat
Center Aisles, Kid-only foods,
Dairy industry, labels
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Iron Triangles
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Iron Triangles
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Industry Strategy:
Spread Doubt and Confusion
Doubt about Science
� Argue against any consensus
in science
� Argue against regulation /
policy
� Argue about “sound
science”
Confusion about Guidelines
� Less informed consumer
� Responsive to advertising
� Responsive to health claims
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Dr. J. Barnoya
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�
Colors, Cartoons
Marketing Targeted to Youth
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IOM (2006) Food Marketing to Children and Youth
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Marketing Tobacco to Youth
from CFTFK Report Feb 2008
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�
Voluntary ProgramsVoluntary Policies / Cooperative Agreements / Incentives
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�Smart Choices ProgramCoalition of Big Food
Nutrients to Limit:
Total Fat ≤35 % of calories
Saturated Fat < 10 % of calories
Trans Fat 0 g (labeled)
Cholesterol ≤60 mg per serving
Added Sugars ≤25 % of total calories
Sodium ≤480 mg per serving
In addition to nutrients to limit, products must include one or more nutrients to
encourage or those nutrients that Americans do not always get enough of, such as
calcium, vitamins A and C, potassium, and fiber.
Nutrients to Encourage:
Calcium, Potassium, Fiber, Magnesium, Vitamin A, Vitamin C and Vitamin E
A food must offer ≥10% Daily Value (a “good source”) of at least one of these nutrients
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Calorie Criteria for the Smart Choices Program
The coalition needed to evaluate the standards for
calories. Currently there is no authoritative, scientific
standard for calorie threshold. Based on a 2,000
calorie diet, calorie levels were set for meals, sauces,
snacks, desserts and beverages.
A calorie threshold was determined not to be
applicable for fruits and vegetables (with additives),
100% juices, breads, grains, pasta, cereals, meat, fish,
poultry, eggs, meat alternatives, seeds, nuts,
milk/dairy, cheeses, fats, oils, soups, and sauces.
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Fast Food Portion Sizes
� Surgeon General Call to Action on portion size 2001
� Super Size Me! Film 2004
� McDonald’s to end Super Size menu, 2004
� Burger King and Wendy’s portions increase
� McDonald’s eliminates some sizes but portions still
larger than 1998, and 1955 (500%!)
Young and Nestle (2007) JPHP
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Young and Nestle (2007) JPHP
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Final Thoughts
Center for Science in the Public Interest
http://www.cspinet.org/nutritionpolicy/DecreaseMarketingToChildren.html
Nickelodeon / Viacom Policy