1. Implementing Junk Food and Beverage Marketing Bans in Schools
Sara M.A. Donahue, MPH,1 Michele Polacsek, PhD, MHS,2 Karen O'Rourke, MPH,3 Janet Whatley Blum, ScD,4 Liam O'Brien, PhD,5 Britney Nelson, BS4
Department of Community Health Sciences, Boston University School of Public Health, Boston, MA; 2. College of Graduate Studies, Graduate Programs in Public Health, University of New England, Portland, ME;
3. Center for Community and Public Health, University of New England, Portland, ME; 4. Exercise, Health, and Sport Sciences Department, University of Southern Maine, Gorham, ME; 5. Department of Mathematics and Statistics, Colby College, Waterville, ME
Background
Aims
Methods
Preliminary Findings
Unhealthy food and beverage product marketing directed toward children appears to be directly associated with energy imbalance and thus may be an important contributor to childhood obesity rates. In 2007, Maine became the first state to pass legislation limiting the advertising of foods of minimal nutritional value on public K-12 school campuses. The law (Chapter 156) bans brand-specific advertising of foods or beverages that do not meet specified nutritional standards, anywhere on school property. Preliminary research indicates Chapter 156 is inconsistently implemented.
To date, few research efforts have been specifically designed to examine school food and beverage marketing policy implementation, and there has been no in-depth examination of Maine's legislation.
Evaluate the implementation of school junk food and beverage marketing bans and related policies
Identify factors that support successful implementation and maintenance
A case study research approach was used to perform an in-depth examination of Maine’s experience using legislation to restrict junk food and beverage (JFB) advertising in schools.
Preliminary findings report on observational and interview data from a cross sectional study conducted in early School grounds were observed, school documents reviewed, and school administrators were interviewed in each of 20 randomly-selected Maine high schools.
Implementation activities in schools
Vendors replaced scoreboard signs and/or vending machine panels with compliant ads
Staff reviewed food and beverage marketing
School or district policies were revised
Activities to comply with Chapter 51 eliminated not-compliant foods and thus reduced marketing of foods of minimal nutritional value (FMNV) in certain settings
Schools promoted compliant foods and beverages
Chapter 156 compliance and awareness
17 of 20 schools (85%) had not-compliant marketing on posters/signs or vending; % of schools had this marketing on score boards
Approximately 17% of all marketing instances observed were not-compliant
Less than half of school administrator interviewees knew about Chapter 156
Not-compliant marketing was observed in 12 of 13 schools in which at least administrator knew about the law
“Chapter 156” – LD 184, An Act To Protect Children’s Health on School Grounds
Food and beverage advertising section: Brand-specific advertising of food or beverages is prohibited in school buildings or on school grounds except for food and beverages meeting standards for sale or distribution on school grounds in accordance with rules adopted under subsection 2 [Chapter 51 standard]. For the purposes of this subsection, "advertising" does not include advertising on broadcast media or in print media such as newspapers and magazines, clothing with brand images worn on school grounds or advertising on product packaging.
Schools’ resource needs
Information related to the law, including a clear definition of what is banned
Information on other schools’ experiences
Assessment tool to identify marketing
Counter marketing resources
Alternative fundraising opportunities
Chapter 156 timeline
Development
Enactment
Implementation
 Beverage industry and Department of Education (DOE) agree that suppliers will remove soft-drink ads from school campuses
 Commission to Study Public Health convenes: 27 recommendations to combat obesity in Maine, including a ban on advertising unhealthy foods and beverages on school grounds
 DOE adopts nutrition rule banning FMNV sale at any time on school property (Chapter 51, box)
 Public opinion poll demonstrates support for banning JFB ads from school grounds and playing fields
 School JFB advertising law killed in committee
 Federal School Wellness Policy compliance requirement
 Focus groups confirm public support for prohibiting junk food advertising in schools
 State legislature passes LD 184, “An Act to Protect Children's Health on School Grounds,” banning marketing of FMNV anywhere on school grounds
 Study of compliance with and implementation of Chapter 156
Next steps
2010
2007
2006
Continue interview and document analysis
Conduct key informant interviews with individuals who have knowledge of Chapter 156 and related policies and practices
Examine how “grey” areas of boosters and other fundraising relate to Chapter 156
Develop public health practice products
Written case study and teaching case
Chapter 156 implementation toolkit proposal
Policy brief for a national audience
2005
2004
2003
Chapter 51 nutrition standards: Prohibits sale of foods not exceeding US Department of Agriculture Foods of Minimal Nutritional Value (FMNV) standard of ≥ 5% of one of eight specified nutrients per serving (protein, vitamin A, vitamin C, niacin, riboflavin, thiamine, calcium and iron). Candy can only be sold as a fundraiser and must be sold away from the school property. Exceptions permitted, including FMNV sale in teacher’s lounges and during an event.