According to a new study, the more familiar a child is with logos and other images from popular fast food restaurants, snack foods, and sodas, the more likely the child is be overweight or obese. To come to this conclusion, researchers tested preschooler’s knowledge of various brands, including their ability to identify items such as silly rabbits and the golden arches, and found that those who could identify these icons the most, tended to have higher body mass indexes (BMI’s).
Studies like this speak volumes about the public health concern that is food marketing to children. On television alone, the average U.S. child sees approximately 13 food commercials every day. The food products advertised are almost exclusively for high-sugar breakfast cereals, fast food, candy, and sugary drinks. And companies are starting to get more creative. You can find youth targeted food marketing in schools, on websites, and through social media. The messages kids receive from this advertising are to pester their parents to buy the products, and that consuming high-calorie, nutritionally-poor foods will result in happiness and fun.
Some argue that since young children don’t generally purchase their own food – than the onus should lie in the hands of the parents to protect kids from these messages. When kids nag their parents for the products they’ve seen in advertising, parents should just say, “no.” Or better yet, parents should just shield their children from being marketed to in the first place. Unfortunately, as we’ve learned, this requires more work than just turning off the television. See this great video from the Yale Rudd Center for Food Policy and Obesity:
For those parents that aren’t savvy enough to safeguard their children from the $2 billion dollars’ worth of food marketing directed at them every year, it’s the children who pay the price. Companies spend this kind of money marketing to kids because it works. It builds brand loyalty and preferences for unhealthy products at a very early age, likely to last a lifetime. Authors of this study site this as the most troubling potential consequence of their research. They noted that the findings provided insight into children’s relationship with food, and what food means to them. If a relationship with these brands can already be negatively impacting their weight and health at 3-5 years old, surely it is possible that it will continue to do so.
No matter where we place the blame, one thing is for sure: There is nothing positive that can result from this type of targeted marketing to young people. Exploiting children’s vulnerabilities to make a buck is shameful and as some would argue – even abusive. In fact, Brazil, has made all advertising to children illegal based on this point.
Their resolution states:
The practice of directing advertising and marketing communication to children with the intention of persuading them to consume any product or service is abusive and, therefore, illegal as per the Consumer Defense Code.
Meanwhile, the United States struggles to pass even measly voluntary guidelines for food companies on what types of food they should and should not market to youth. In this country, lobbying speaks louder than common sense public health measures. Hopefully, studies such as this will help build the case for policies to protect our nation’s children as well.