ABSTRACT: The childhood obesity crisis has prompted repeated calls for government action to curb the marketing of unhealthy food to children. Food and entertainment industry groups have asserted that the First Amendment prohibits such regulation. However, case law establishes that the First Amendment does not protect “inherently misleading” commercial speech. Cognitive research indicates that young children cannot effectively recognize the persuasive intent of advertising or apply the critical evaluation required to comprehend commercial messages. Given this combination—that government can prohibit “inherently misleading” advertising and that children cannot adequately understand commercial messages—advertising to children younger than age twelve should be considered beyond the scope of constitutional protection.
Extensive research has established
that food advertising is effective at influencing
children’s product preferences, requests, and actual diet.1,2 It is no surprise, then, that nearly
40 percent of the total energy consumed by people ages 2–18 is empty calories that lack nutritional value.6 According to the Institute of Medicine, food marketing practices geared to
children and youth contribute to an environment that puts their health at risk.1 Under pressure from public health and child advocates, many food companies have pledged
to limit how or what they market to children,
principally through the self-regulatory Children’s Food and Beverage Advertising Initiative.7
But several studies have exposed serious inadequacies in industry’s voluntary measures.4,5,8
For instance, a 2009 report found that after several years of industry self-regulation, nearly
three-quarters of foods advertised during children’s television programs were still nutritionally deficient.8 Moreover, evidence is mounting
that the marketing of unhealthy food products is
disproportionately targeted at ethnic minority
youth.9
Frequent media use ensures that most children
are heavily exposed to food marketing messages.
Children ages 8–10 spend approximately six
hours daily watching television and using online
media, which are saturated with commercial advertisements.20 Children average 2.2 hours of
television viewing per day at age one, and that
average increases to 3.6 hours per day by age
three.21 Most children are immersed in commercially supported media long before they leave the
crib and high chair behind.
Despite the growing problem
of childhood obesity, most food commercials
directed at children promote what nutritionists
call “low-nutrient, calorie-dense” products,23,24
or what the lay public terms “junk food.” More
specifically, the majority of food advertisements
viewed by children are for products high in fat,
sugar, or sodium.25 In contrast, genuinely
healthy foods that should be a part of a regular
diet are almost never advertised to children.26,27
The food brands most heavily advertised on television are also featured prominently online.28–30 In addition to banner-style advertising, websites include so-called advergames that engage children in entertaining activities while immersing them in a product-related environment.28 Emerging research shows that such interactive techniques wield powerful influence by diminishing children’s conscious awareness of marketing techniques while penetrating the sub-conscious with positive brand associations.31
Experimental lab studies establish that advertising influences children’s attitudes toward products and their food product choices and requests.1,32 These studies are complemented by field experiments, such as one conducted at a summer camp, where researchers manipulated the television advertising seen by children ages 5–8 over a two-week period and found that the foods children selected to eat in the camp cafeteria were significantly influenced by the ads they viewed.33
The food brands most heavily advertised on television are also featured prominently online.28–30 In addition to banner-style advertising, websites include so-called advergames that engage children in entertaining activities while immersing them in a product-related environment.28 Emerging research shows that such interactive techniques wield powerful influence by diminishing children’s conscious awareness of marketing techniques while penetrating the sub-conscious with positive brand associations.31
Experimental lab studies establish that advertising influences children’s attitudes toward products and their food product choices and requests.1,32 These studies are complemented by field experiments, such as one conducted at a summer camp, where researchers manipulated the television advertising seen by children ages 5–8 over a two-week period and found that the foods children selected to eat in the camp cafeteria were significantly influenced by the ads they viewed.33
Industry argues that it is parents’
responsibility to choose what their children consume. But advertisers invest billions of dollars to
trigger children’s cravings, and parents frequently yield to children’s food requests.35,36
Thus, it is not surprising that more than sixty published studies demonstrate a relationship between television exposure and obesity.1 The evidence is strong that this linkage is driven as much or more by the advertising influence as by the sedentary nature of television viewing.1,37 For example, recent research found that the relationship between television viewing and obesity was significant for time spent watching commercial television, but not for time spent watching television without advertising.38
The scientific community now widely accepts that marketing unhealthy food products contributes to childhood obesity. After conducting a systematic review of all existing research in this realm, the Institute of Medicine concluded in 2006 that food marketing to children is a substantial contributor to childhood obesity.1 Subsequent studies corroborate this conclusion.39–41
This article links food advertisements to childhood obesity. It touches on some good points such as how healthy food is hardly ever advertised and how marketers are using several different platforms to target children.
Research has shown that the majority of 2-18 year olds are eating 40% empty calories which lack nutritional value. It is no wonder then, that the health of children is on the downfall and nutrition-related illnesses are on the rise. Food companies have taken pledges in the past to reduce the amount of advertisements on unhealthy foods, but research has shown that nearly three-quarters of food advertised in 2009 was still nutritionally deficient.
Statistics prove that children are watching more television, spending more time online, playing games etc. and marketers are aware of this and use it to their advantage. They know that children love to play games and so they create a game based around one of their products. The children don't realise that the aim of the game is to get you to buy their products, they just want to play the game. This, again, is a misleading tactic which is being used against children and their parents on a regular basis.
Field experiments have shown that children exposed to products in advertisements are more likely to eat/drink that product when given the choice. The industry argues that it is the parents choice on what they allow their kids to consume yet they are constantly trying their hardest to trigger children's cravings, and parents often give in to their children's food requests.
It is clear that children who watch more television will be exposed to more advertisements and therefore will be more influenced by the products advertised. However, if the advertisements weren't there and children who watched television were watching educational, factual programmes, then they wouldn't be influenced by product advertisements at all. People may argue that if you don't want your children to be exposed to these product ads then don't let them watch so much television, but the fact of the matter is that they shouldn't have to hide away from certain platforms because advertisements have taken over, they are everywhere and there sometimes is no avoiding them no matter how hard you may try.
Thus, it is not surprising that more than sixty published studies demonstrate a relationship between television exposure and obesity.1 The evidence is strong that this linkage is driven as much or more by the advertising influence as by the sedentary nature of television viewing.1,37 For example, recent research found that the relationship between television viewing and obesity was significant for time spent watching commercial television, but not for time spent watching television without advertising.38
The scientific community now widely accepts that marketing unhealthy food products contributes to childhood obesity. After conducting a systematic review of all existing research in this realm, the Institute of Medicine concluded in 2006 that food marketing to children is a substantial contributor to childhood obesity.1 Subsequent studies corroborate this conclusion.39–41
This article links food advertisements to childhood obesity. It touches on some good points such as how healthy food is hardly ever advertised and how marketers are using several different platforms to target children.
Research has shown that the majority of 2-18 year olds are eating 40% empty calories which lack nutritional value. It is no wonder then, that the health of children is on the downfall and nutrition-related illnesses are on the rise. Food companies have taken pledges in the past to reduce the amount of advertisements on unhealthy foods, but research has shown that nearly three-quarters of food advertised in 2009 was still nutritionally deficient.
Statistics prove that children are watching more television, spending more time online, playing games etc. and marketers are aware of this and use it to their advantage. They know that children love to play games and so they create a game based around one of their products. The children don't realise that the aim of the game is to get you to buy their products, they just want to play the game. This, again, is a misleading tactic which is being used against children and their parents on a regular basis.
Field experiments have shown that children exposed to products in advertisements are more likely to eat/drink that product when given the choice. The industry argues that it is the parents choice on what they allow their kids to consume yet they are constantly trying their hardest to trigger children's cravings, and parents often give in to their children's food requests.
It is clear that children who watch more television will be exposed to more advertisements and therefore will be more influenced by the products advertised. However, if the advertisements weren't there and children who watched television were watching educational, factual programmes, then they wouldn't be influenced by product advertisements at all. People may argue that if you don't want your children to be exposed to these product ads then don't let them watch so much television, but the fact of the matter is that they shouldn't have to hide away from certain platforms because advertisements have taken over, they are everywhere and there sometimes is no avoiding them no matter how hard you may try.
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