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Section C
Do Food Advertising and Marketing Influence Children’s Food
Preferences, Eating Behavior, and Weight Status?
Children’s Food Preferences and Behavior

Findings from G. Hastings et al., 2003 review, The Extent and
Nature of Food Promotion to Children (n = 65 articles)
Effects of Food Promotion on
Children’s Food Preferences and Behavior
Strength of evidence
Preferences
Strong
Purchase-related behavior
Strong
Consumption
Modest
3
Research Findings



Research findings may understate the effect that food
promotion has on children
Studies have focused primarily on TV advertising
-  The cumulative effect of this combined with other forms
of promotion and marketing is likely to be even greater
Studies have looked at direct effects on children and
understate indirect influences
4
Evidence Linking Diet and Lifestyle Factors to Obesity


Examined the strength of
evidence linking diet and
lifestyle factors to obesity
Four levels of evidence:
-  Convincing
-  Probable
-  Possible
-  Insufficient
Source: WHO/FAO report. (2003).
5
Factors That Might Promote Weight Gain and Obesity
Strength of Evidence on Factors
that Might Promote Weight Gain and Obesity
Evidence
Increased Risk
Convincing
•  Sedentary lifestyle
•  High intake of energy-dense micronutrient poor foods
Probable
•  Heavy marketing of energy-dense foods and
fast-food outlets
•  High intake of sugar-sweetened drinks
•  Adverse SES conditions
Possible
•  Large portion sizes
•  High proportion of food prepared outside the home
•  “Rigid restraint/periodic disinhibition” eating patterns
Insufficient
•  Alcohol
Source: WHO/FAO report (2003). “Diet, nutrition and the prevention of chronic diseases.”
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Sweden, 1991


In 1991, Sweden instituted a ban on TV and radio ads directed
at children under the age of twelve
The Swedish government views advertising to children as
morally and ethically unacceptable because children have
difficulty distinguishing the purpose of advertising
7
International Regulation of Marketing to Children





Sweden, Norway, the Flemish region of Belgium, and Quebec,
Canada: ban television advertising to children
Australia: no ads to preschoolers
Austria, Belgium, Germany, Portugal: ban marketing in
schools
Denmark, Norway, Australia: limit prizes or premiums
Denmark, Sweden: prohibit use of characters/actors from
children’s TV in ads
8
Limit Marketing of Low-Nutrition Foods to Children




How?
-  Prohibit marketing of low-nutrition foods to children
-  Develop nutrition standards for foods that can be
marketed to children
Conduct marketing campaigns to promote healthy eating
and activity
Urge fast-food restaurants, food manufacturers, and TV
stations to follow guidelines for responsible food marketing
aimed at children
Legal action
9
Improve School Nutrition Environments

Congress/USDA, states, local school districts
-  Implement nutrition standards for vending, a la carte,
fund raisers
-  Limit marketing of low-nutrition foods in schools
-  Promote and provide fruits, veggies, whole grains
-  Promote and serve 1% and fat-free milk
10
Behavior Chart
Healthy
Problematic
Dieting
Unhealthy
weight control
behaviors
Anorexia or
bulimia nervosa
Moderate
physical activity
Minimal or
excessive
activity
Lack of, or
obsessive,
physical activity
“Anorexia
athletica”
Body image:
Body
acceptance
Mild body
dissatisfaction
Moderate body
dissatisfaction
Severe body
dissatisfaction
Eating behaviors:
Regular eating
patterns
Erratic eating
behaviors
Binge eating
Binge eating
disorder
Weight status:
Healthy body
weight
Mildly
overweight or
underweight
Overweight or
underweight
Severe
overweight or
underweight
Weight control
practices:
Healthy eating
Physical activity
behaviors:
Healthy
Problematic
“I’m, like, SO FAT!” Helping your teen make healthy choices about eating and exercise in a weight
obsessed world. Guilford Press, 2005.
11
In Summary





Inform adolescents that dieting, and particularly unhealthy
weight control behaviors, may be counterproductive
-  Instead, encourage behaviors that can be maintained on a
regular basis
Do not use body dissatisfaction as a motivator for change
-  Instead, help teens care for their bodies so that they will
want to nurture them through healthy eating, activity,
and positive self-talk
Encourage families to have regular, and enjoyable, family
meals
Encourage families to talk less about weight and do more to
help teens achieve a weight that is healthy for them
Assume overweight teens have experienced weight
mistreatment and address with teens and their families
12
“No Nation Is Any Healthier than its Children” (Harry S. Truman,
1946)
Source: http://www.census.gov/pubinfo/www/broadcast/photos/people_places/004310.html
13