Food Marketing and Childhood Obesity: The Rudd Center and Robert Wood Johnson Foundation Food Marketing Roundtable Jennifer L. Harris April 5, 2011 www.yaleruddcenter.org/

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Presentation transcript:

Food Marketing and Childhood Obesity: The Rudd Center and Robert Wood Johnson Foundation Food Marketing Roundtable Jennifer L. Harris April 5, marketing

Project strategy Objective Reduce harm associated with food marketing to youth Rudd Center role Understand and inform Child and adolescent exposure to food marketing Impact of food marketing exposure Outcomes

Today Update on Rudd Center research –Exposure –Impact –Outcomes

Exposure research Product placements Advergames Ads on children’s 3 rd -party websites Ads on “child-targeted” vs. general audience TV Ads viewed by Hispanic children on English- vs. Spanish-language TV

Impact of licensed characters Popular cartoon characters on snack foods: Increase preschoolers taste ratings of foods Affect children’s choice of snack Effects were weaker for carrots vs. fruit snacks and graham crackers * Source: Roberto, Baik, Harris & Brownell, Pediatrics Study to replicate findings with brand characters

Impact of sugared cereals Serving children high-sugar vs. plain cereals: Almost doubles amount of cereal consumed Doubles refined sugar Reduces fruit No effect on total calories or milk Children reported no differences in liking of cereal consumed * Source: Harris, Schwartz, Ustjanauskas, Ohri-Vachaspati & Brownell. Pediatrics 2011.

Category effects Associations between TV ad exposure and category consumption ECLS-K and Nielsen spot market data Exposure to carbonated beverage ads (incl. diet soft drinks) ▬► greater consumption of SSBs Exposure to fast food ads ▬► greater consumption of fast food ▬► higher BMI for overweight and obese children * Source: Andreyeva, Kelly & Harris. Economics and Human Biology, in press.

Impact of advergames Playing unhealthy food advergames: Increases nutrient-poor snack food consumed Reduces fruit and vegetables consumed Affects regular advergame players more No age differences Playing healthy food advergames: Increases fruit and vegetables consumed *Source: Harris, Speers, Schwartz & Brownell. Under revision.

Measuring impact Simulated supermarket “game”

Measuring impact (cont’d)

Do parents care? Concern about effects of media on children1-10 Sexual permissiveness7.7 Materialism7.6 Violence7.5 ↓0.3 Thin models7.3 Pester power7.3 Junk food advertising to children7.1 Encourage bad eating habits7.1 Alcohol use7.1 Tobacco use6.9 Advertising in general6.8 Gender stereotypes6.7 Racial/ethnic stereotypes6.6 Source: Rudd Center opinion tracking survey, 2010

Changing public opinion Awareness of unhealthy marketing Perceived negative impact Support for marketing restrictions.11***.53***.01 (ns) Source: Goren, Harris, Schwartz & Brownell. Health Affairs step process:

Impact of Cereal FACTs Results were “news” –Exclusives in Time magazine and ABC News –Covered in USA Today, AP, LA Times, Chicago Tribune, Fox, NBC, CBS –41,000+ unique visitors to cerealfacts.org

Impact (cont’d) Cereal companies paid attention –Kellogg discontinued immunity claim (one week later) –General Mills PR campaign to promote “benefits of cereal” –PepsiCo discontinued Cap’n Crunch child-targeted website –General Mills, Kellogg and Post Safe Space meetings –General Mills and Post announced plans to reduce sugar in children’s cereals –General Mills discontinued Millsberry advergames

Thank you Our distinguished Steering Committee members Tracy Orleans and our supporters at The Robert Wood Johnson Foundation Marlene B. SchwartzAmy Ustjanauskas Kelly D. BrownellChristina Munsell Vishnudas SardaAndrew Cheyne Megan E. WeinbergLori Dorfman Johanna Richardson Sarah Speers Christina Roberto Tatiana Andreyeva Jackie Thompson Amir Goren Punam Ohri-Vachaspati My collaborators:

Importance of framing

Model of industry change

Focus groups with parents “If these are better-for- you foods, what’s the worst list?” “I don’t think anything has changed. I could name 30 commercials: Cookie Crisp, Fruity Pebbles, Cocoa Puffs… same regular old commercials.” “The art of manipulation. Like drugs for kids.” (Postopia website) “If we don’t get the companies to know that we are unhappy… they aren’t going to change anything.” “It’s a lie.” (nutrition claims) Source: Ustjanauskas et al., 2010

Framing the issue Food marketing undermines parental authority –Why should food companies be allowed to make parents’ jobs more difficult? Not about, –Limiting choices –Regulating sale of foods