Published in Journal Watch Pediatrics and Adolescent Medicine, 2010.

It is common practice for food companies to advertise to children by using cross-promotional agreements with other companies (to promote each other’s products); these include licensed characters, sports teams and theme parks. Many food companies team up with other companies to help them sell their food products.

In 2006, 2007, and 2008, researchers visited a large supermarket chain and purchased all food products featuring cross-promotions. The target audience for each promotion was identified as preschool (less tha 6 years), child (less than 12 years), or general audience (more than 17 years).

Findings:

  • More than half of the 397 promotions targeted children
  • Cross-promoted products increased from 96 to 171
  • Cross-promotions targeting preschoolers increased to 21%
  • Cross promotions for fruit snacks fell from 27% to 7%
  • Sweets had no cross-promotions in 2006 but accounted for 13% in 2008
  • Only 18% of food products with cross-promotions met the Institute of Medicine’s nutrition standards for foods sold in schools, and
  • Foods targeted to a child audience had significantly more sugar than foods targeted to other age groups, while fat content was significantly higher in foods targeted to a general audience.

Comment:
In 2006, the Council of Better Business Bureaus launched a voluntary program for food companies to reduce the use of licensed characters in advertising and to promote healthier food choices to children younger than 12 years.

Clearly, food companies have not met this challenge. — Robin Drucker, MD

Published in Journal Watch Pediatrics and Adolescent Medicine, 2010.

Citation(s): Harris JL et al. Marketing foods to children and adolescents: Licensed characters and other promotions on packaged foods in the supermarket. Public Health Nutrition 2010.

Editor Dr Ramesh Manocha.