Who is feeding our children? A glimpse into the role of food marketing and the childhood obesity epidemic in Washtenaw County, Michigan

Adult Obesity Trends Nationwide National Center for Chronic Disease Prevention & Health Promotion Behavioral Risk Factor Surveillance System available at:

Child Obesity Trends Nationwide 31% of American children are at risk for becoming overweight or are overweight. The number of children who are overweight has tripled since In 1978, the Federal Trade Commission (FTC) proposed a rulemaking process that would either restrict or ban advertising to young children. Congress barred any advertising rule process which infringed on First Amendment Rights, and the FTC terminated the rulemaking process in

Child Advertising Trends Nationwide FTC’s 2007 research just out –Children between 2-11 years old saw ~5,500 food ads in % decrease from 1977, when children watched 6,100 –½ of the food advertising children saw in 2004 was during kids shows. 2X the level of 1977 The Associated Press. (2007, June 1). Junk food ads increasing on kids’ shows: Children saw twice as many spots during programming in 2004 than MSNBC.com. Retrieved June 10, 2007, from

Adult Obesity Trends in Michigan National Center for Chronic Disease Prevention & Health Promotion Behavioral Risk Factor Surveillance System available at:

Michigan rates of dietary behaviors for older children are similar to U.S. rates. Youth Risk Behavior Survey, 2001 –13% of Michigan high school students were at risk for becoming overweight*, compared to 14% nationally. –11% were overweight* compared to 10% nationally. *Overweight is the word used with children, instead of obese Michigan Surgeon General’s Health Status Report. Healthy Michigan 2010, April 8, 2004 Child Obesity Trends in Michigan

2005 HIP Survey Adult Obesity Rates for Washtenaw County

2005 HIP Survey Child Obesity Rates for Washtenaw County Normal weight (<85th percentile ) Risk for overweight (85th - <95th percentile) Overweight (95th - <99th percentile) Obese (99th+ percentile) 68.1% % % % 48 %n%n

` Marketing Product, Place, Price and Promotion Cultures and Values Economic Factors Public Policies Production, Distribution and Promotion Neighborhood and Community School and Peers Family and Home Individual and Developmental Factors Health Outcomes for Children and Youth Genetics and Biology Diet and Physical Activity Causes of Child Obesity It gets complicated! Figure adapted from Figure 1-1 Influences on the diets and related health outcomes of children and youth. Institute of Medicine. Food Marketing to Children and Youth: Threat or Opportunity? 2007

Causes of Child Obesity Food marketing and consumer socialization targeted toward childrenFood marketing and consumer socialization targeted toward children Food packaging and portion sizesFood packaging and portion sizes Food as entertainmentFood as entertainment

Food Marketing Targeted Toward Young Children

Food Marketing Targeted Toward Adolescents and Teens

Food Marketing Targeted Toward Parents – Has Normalized a Junk Food Culture “My child just won’t eat anything but McDonald’s french fries. Why is he so picky?” Mother of a 3 year old boy, 2007

Adding to the Confusion... Does the Government Send Mixed Messages to KIDS, too?

The Cost of Obesity Businesses spend an estimated $13-15 billion a year to market foods and drinks to U.S. children and their parents 5,7. In contrast, the National Cancer Institute spends $2 million a year to publicize its “5-a-day” program urging people to eat five fruits and vegetables daily 3. The same companies that spend billions yearly creating young brand loyalists have a presence in nearly all of Michigan public schools 6. GOAL – Eliminate marketing of unhealthy foods on school grounds

Schools and Childhood Obesity In 2001, 47 million children in the United States were enrolled in public elementary and secondary schools. More than ½ received free or reduced-cost lunches through the school meals program. Schools may be the best, and sometimes only, meal many children can depend on. GOAL – Provide training and support to foodservice and other relevant staff to meet nutrition standards and prepare healthier meals.

School Lunch... Then Brand name products on the menu at a Washtenaw County Elementary School to help increase sales of the federally subsidized school lunch

School Lunch... Now

School Strategies provided by the Environmental Nutrition and Activity Community – ENACT Healthy Foods at School... One Step at a Time STEP 1. Improve the nutritional quality and appeal of school meals. STEP 2. Adopt nutrition standards for snacks, vending machine, and a la carte food and beverages. STEP 3. Eliminate exclusive beverage contracts that require marketing of unhealthy beverages. STEP 4. Institute guidelines for fundraising that promote healthy food and non-food methods. STEP 5. Institute a farm-to-school program to provide education and fresh produce. STEP 6. Providing access to free, clean water to drink. STEP 7. Provide enough time and space to eat in a relaxed environment, such as recess before lunch In other words... *****INCREASE EXPOSURE OF HEALTHY FOODS*****

Healthy Foods at School... One Step at a Time Additional STEPS - STEP 8. Create MEASURES to continuously monitor and improve the school wellness policy STEP 9. Develop relationships and collaborations with Public Health and other health professionals/programs

Healthy Foods in Schools...One Step at a Time Washtenaw County Healthier School Examples Project Healthy Schools –Ann Arbor Middle School obesity prevention program –Uses biometric measures to show decreases in high blood pressure, total cholesterol, and HDL cholesterol Regional Alliance for Healthy Schools –Ongoing presence in Ann Arbor Middle Schools with a focus on Asthma prevention, increasing physical activity, healthy eating and tobacco prevention

Healthy Foods in Schools...One Step at a Time Resources for assistance in creating healthier Washtenaw County Schools Washtenaw County Public Health’s Health Improvement Plan (HIP) –Resource for local health data – yhttp:// y Growing Hope –Assists in creating school learning gardens – Lunch Program Menu Assistance –Collaboration of Public Health Dietitian with school foodservice personal and administrators in creating healthier school menus –Contact or Farm-to-School pilot program –Ann Arbor and Chelsea School Districts – – ws/Spring%20_2007/food_WC Move Forward Program –Chelsea Pierce Lake Elementary Health Schools Assessment Tool (HSAT) –Public Health Personal can assist schools using the HSAT –

Healthy Foods in the Community...Helping Parents Who Want to Raise Healthy Children

1. Institute of Medicine. Food Marketing to Children and Youth: Threat or Opportunity P.30 National Center for Chronic Disease Prevention & Health Promotion Behavioral Risk Factor Surveillance System available at: Michigan Surgeon General’s Health Status Report. Healthy Michigan 2010, April 8, Prevalence of Overweight and Obesity Among Children and Adolescents: United States, National Center for Health Statistics website available at: The Associated Press. (2007, June 1). Junk food ads increasing on kids’ shows: Children saw twice as many spots during programming in 2004 than MSNBC.com. Retrieved June 10, 2007, from Washtenaw County Health Improvement Policy (HIP) Survey available at: 5. Askari E. Vending machines in schools. What does pop really cost? Detroit Free Press. April 29, John D. A consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research. 1999;26: National Soft Drink Association. Business partnerships between beverage companies and schools. Available at: Accessed December 1, School Strategies provided by the Environmental Nutrition and Activity Community – ENACT available at: References