1. The Role of Food Marketing on Childhood Obesity NUTR 547 - Nutrition Update Summer 2006 David L. Gee, PhD http://www.happymeal.com/cars/

2. The Economics of Food Marketing Report on Food Marketing and Childhood Obesity. FTC & DHHS, 2005 z$900 billion yannual sales of the food, beverage, and restaurant industries zTotal marketing = $??? y$11 billion for advertising x$5 billion for TV advertising yOther marketing routes xproduct placement xcharacter licensing xspecial events xin-school activities xadver-games

3. The Economics of Food Marketing Report on Food Marketing and Childhood Obesity. FTC & DHHS, 2005 zAdvertising to children ybetween 1994-2004, the rate of increase in the introduction of new food products targeting children substantially outpaced the rate for targeting the total market yEstimated $10 billion spent on marketing foods to children zChildren and youth spend $200 billion annually yinfluence many good purchases beyond those they make directly

4. When Children Eat What They Watch: Impact of Television Viewing on Dietary Intake in Youth. J Wiecha et al, Arch Pediatr Adolesc Med. 2006; 160:436-442 zDesign yprospective observational study over 9 months ymeasures of youth diet, physical activity, television viewing zSubjects y548 students in 4 Boston public schools (avg age = 11.7y) zResults yeach hour of TV viewing associated with additional 167 Cal yeach hour of TV viewing associated with increased consumption of foods frequently advertised

5. History of Regulation of Food Marketing to Children z1977 yAction for Children’s Television and Center for Science in the Public Interest ypetition FTC to halt TV commercials for candy and sugary snack foods directed at children z1978 yFTC issues staff report x“television advertising for any product directed to children who are too young to appreciate the selling purpose of, or otherwise comprehend or evaluate, the advertising is inherently unfair and deceptive” x“it is hard to envision any remedy short of a ban adequate to cure this inherent unfairness and deceptiveness”

6. History of Regulation of Food Marketing to Children z1978-1979 yFTC holds public hearings xproposed ban on all TV advertisements targeting young children xProposed ban for sugary snack foods aimed at older children xTV networks, ad agencies, food & toy companies oppose the FTC’s proceedings attempt to stop hearings lobbied Congress to prevent FTC from using funding to address children’s television filed lawsuit against FTC

7. History of Regulation of Food Marketing to Children z1980 (prior to FTC acting on children’s TV advertising) yCongress passes FTC Improvement Act of 1980 xFTC allowed to regulate on case-by-case basis xFTC barred from issuing industry-wide regulations z1981 yFTC concludes that only effective remedy would be total ban, but this would end children’s TV programming yFTC agrees to regulate on case-by-case basis yIndustry initiates voluntary self-regulation xChildren’s Advertising Review Unit (CARU) z1990 yFTC limits commercials to 10.5 min/hr on weekends and 12min/hr weekdays during children’s programming xcodified the industry norm

8. History of Regulation of Food Marketing to Children zFrom 1980-2004, overweight rates in children triple z2005: FTC holds workshop on marketing practices that might promote obesity yFTC chairwoman Deborah Platt Majoras reassures industry at the beginning of workshop that xthe FTC would not take any regulatory action x“A government ban on children’s food advertising is neither wise nor viable.”

9. History of Regulation of Food Marketing to Children zMay 2006: FTC & DHHS release Report on Food Marketing and Childhood Obesity. zKey Findings from evidence review yStrong evidence: TV advertising influences in children ages 2-11 xfood & beverage preferences xfood & be& beverages purchase requests xshort-term consumption yModerate evidence: xfood & beverage beliefs xusual dietary intake yEvidence insufficient for teens

10. History of Regulation of Food Marketing to Children zMay 2006: FTC & DHHS release Report on Food Marketing and Childhood Obesity. zRecommendations: yIndustry should…promote and support more healthful diets for children… yIf voluntary efforts … are unsuccessful… Congress should enact legislation mandating the shift (to healthier foods) on both broadcast and cable TV.

11. History of Regulation of Food Marketing to Children zOn the same day, Commercial Alert (national nonprofit organizations that “protects children and communities from commercialism”) issues statement: z“Today’s FTC-HHS report is a candy-coated present to the junk food industry…The report merely recommends more self-regulation, which has historically been a dismal failure.” z“The FTC-HHS report represents another fat payback to the food industry for its generous support for the Bush- Cheney 2004 campaign.”