|
WASHINGTON, D.C. – A new study by Children Now reveals the ineffectiveness of the food & beverage industry’s “Better for You” initiative to improve the nutritional quality of foods advertised to children. This landmark report raises serious reservations about the future viability of industry self-regulation in this area.
The study, The Impact of Industry Self-Regulation on the Nutritional Quality of Foods Advertised on Television to Children, found that despite adhering to the guidelines of the “Better-for-You” initiative, 68.5% of all advertising to children by companies participating in the initiative is for foods and beverages in the lowest category of nutritional quality. Known as “Whoa” foods, these products should be consumed only on “special occasions, such as your birthday,” according to the U.S. Department of Health and Human Services. 31% of the companies’ ads to children are for “Slow” products, which have moderate nu¬tritional value, but should be consumed only “sometimes, at most several times a week.” Advertising of “Go” products, such as vegetables and fruits, is virtually non-existent.
Comparing advertising from before and after the industry initiative went into effect, the study shows a negligible improvement in the nutritional quality of foods marketed on television to children. The study, funded by The California Endowment, provides the first inde¬pendent, comprehensive evaluation of the Children’s Food and Beverage Advertising Initiative and its impact on the children’s food marketing environment on television.
“It is known that to combat the childhood obesity epidemic, the balance of children’s food marketing must shift away from unhealthy products,” said Dr. Dale Kunkel of the University of Arizona, who conducted the study for Children Now. “The industry has failed to do this on its own, which points to the need for government regulation.”
A strong body of existing research, including a 2006 research review by the Institute of Medicine of the National Academies, concludes that children’s expo¬sure to television advertising for non-nutritious food products is a significant risk factor con¬tributing to childhood obesity. Amidst the resulting increase in public and policymaker pressure, the food and beverage industry pledged to voluntarily reduce the advertising of unhealthy foods to children through the Children’s Food and Beverage Advertising Initiative. Sixteen of the nation’s top food companies -- including Kellogg, Kraft Foods, Coca-Cola, Cadbury Adams, Campbell Soup, McDonald’s, ConAgra Foods, Dannon, General Mills, Burger King, Hershey, Mars, Post, PepsiCo, Nestle and Unilever -- participate in the initiative.
“We have given the industry time and opportunity to address this. Unfortunately, the research indicates that their pledges have failed our children,” said Jeff McIntyre, director of national policy for Children Now. “We cannot afford to wait; since advertising has been identified as a key factor contributing to childhood obesity. We need strong policy to address this quickly and aggressively.”
The study is being released today at a conference at the George Washington University in Washington, D.C. Tomorrow this research will also be presented at a Federal Trade Commission all-day hearing on the issue of advertising to children and childhood obesity.
“Reversing the dramatic increase in childhood obesity requires an ‘all hands on deck’ approach across all sectors, including the food and beverage industry,” said Robert K. Ross, M.D., president and chief executive officer of the California Endowment. “This and other research have made the case clear – we must act now and spare our children from a lifetime of poor health, chronic disease and high medical costs.”
Children Now is a nonpartisan research and advocacy organization working to raise children's well-being to the top of the national policy agenda. The organization focuses on ensuring quality health care, a solid education and a positive media environment for all children. Children Now's strategic approach creates awareness of children's needs, develops effective policy solutions and engages those who can make change happen.
|
