Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
CHILDHOOD OBESITY
Child-Directed Food Marketing Campaigns and Childhood Obesity
by
Megan Shrum
B.S., Concordia University, Nebraska,
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Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
CHILDHOOD OBESITY
Chapter 1: Introduction
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Background
Obesity is a major health concern that continues to plague our country. Although
we see multiple populations being affected by obesity, children seem to be at the greatest
risk. As of 2013, 17% of all children and adolescents in America aged 2-19 years of age
are considered obese. This is triple the rate from just one generation ago (CDC, August
2013). Many health concerns arise as a result of obesity, for example, childhood obesity
causes high blood pressure and cholesterol, putting the child at risk for cardiovascular
diseases. One study shows that 70% of obese children had at least one CVD risk factor
while 39% had two or more. Obesity among children also raises the risk of type 2
diabetes, sleep apnea, asthma, musculoskeletal discomfort, liver disease, digestion issues,
as well as social and psychological problems. Another major issue is that children who
are obese not only have a greater risk of being obese as an adult but their obesity will be
more severe during adulthood (CDC, 2012).
Data has shown us that chronic diseases, such as heart disease, cancer, and
diabetes are the leading causes of death in the United States. In fact, chronic diseases
cause 70% of all deaths in the US. Nearly 1 out of 10 Americans or 25 million people
suffer with a chronic disease. Fortunately, many of the chronic diseases seen today can be
prevented through behavior modification (CDC, January 2013). One major behavior
change that would greatly influence cancer, heart disease, and diabetes rates would be
proper nutrition. A poor diet high in junk leads to obesity and increases the rates for
chronic diseases that lead our nation in deaths. Data reveals that most American youths
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
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CHILDHOOD OBESITY
do not meet the daily recommendations for fruit and vegetable intake. They also do not
eat the minimum recommended amounts of whole grains, but in turn eat more than the
recommended maximum daily intake of sodium (CDC, February, 2013). Why are
children more susceptible to eating unhealthy foods? One consideration
Different environmental factors, including food marketing campaigns that target
children, bring up ethical concerns related to childhood obesity. This paper discusses the
ethical concerns involved with food marketing campaigns that target children.
Considering that childhood obesity continues to be a major concern in America, is it
ethically right that food companies are allowed to target children in their campaigns?
Thesis Statement
Poor dietary traits of obese children are linked to food marketing campaigns that
target children.
Purpose of the Study
The purpose of this study was to evaluate the ethical concerns related to poor
dietary traits of obese children ages 2-19 and how food marketing campaigns that target
children have influenced these behaviors .
Data reveals that most American youths do not meet the daily recommendations
for fruit and vegetable intake. They also do not eat the minimum recommended amounts
of whole grains, but in turn eat more than the recommended maximum daily intake of
sodium. Empty calories make up 40% of daily calories for the average child and
adolescent aged 2-19years. Half of these calories come from soda, fruit drinks, dairy
desserts, grain desserts, pizza, and whole milk. Another disturbing fact is that adolescents
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
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CHILDHOOD OBESITY
drink more soda per day than milk. Males aged 12 to 19 drinks on average 22 ounces of
soda per day while females consume 14 ounces of soda per day (CDC, February, 2013).
Many children aged 2-19 are not consuming a well-balanced diet which in turn is leading
to health concerns like obesity. Food marketing campaigns arguably worsen this problem
by specifically targeting children in advertisements for unhealthy food products. Fast
food, sugary beverages, sweets, and convenience foods all contain advertisements that
seek the attention of children. Should food marketing campaigns be allowed to target
children as they are considered to be a vulnerable population? We will further explore this
question throughout the paper.
Research Questions and Hypotheses
Is it ethical for food marketing campaigns to target children?
Hypothesis: It is unethical for food marketing campaigns to target children.
Background
One important influence on childhood obesity includes the food industry and how
they target children. One study examined two supermarket chains and profiled the food
products that targeted children. The study examined strategies used to market foods to
parents and children. The study took place over a 12 month period, where child-targeted
foods were purchased for analysis (Elliott, 2012). After examining multiple food products
that targeted children, researchers found that regular food products within the dairy, dry
goods, and frozen sections are commonly being marketed as “fun” to children. Breakfast
foods are very commonly being marketed as fun. Overall, the dry goods section
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
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CHILDHOOD OBESITY
contained the largest number of fun foods. Second in line was dairy, with cheese being a
leading product as well as flavored milk and yogurt. The third most commonly targeted
category was refrigerated/frozen items. The produce category had very few items that
were targeted as “fun” to children (Elliott, 2012).
Another study takes a look at the fast food industry and how it has targeted young
consumers with their brands and encouraging them to continue purchasing their product.
The fast food industry is among the leaders in reaching youth and ethnic minorities
through their marketing efforts. Also, that the increase in childhood obesity relates to the
increases in marketing food and beverages. From 1994 to 2004 the overall rate of
marketing foods that are high in calories, sugars, salt and fat was greater than the total
market. Children who have been exposed to more advertisements are seen to request
higher fat, high calorie snacks rather than healthy ones. The children who were above the
50th percentile showed higher recognition of fast food logos than those who were below
the 50th percentile. Also, of these 155 children about 87% of them recognized the
McDonalds’ and Burger King logos (Arredondo, et al., 2009).
Literature also reveals that the food industry effectively target’s children with
advertisements and influences families to purchase particular products and brands. Data
reveals that fast food industries are affective in targeting and thus influencing children.
Children who have a higher recognition of fast food logos are more likely to be
overweight.
As we look at the fast food market, we notice a very advanced and effective
marketing system that clearly reaches its audiences. One study shows how commercial
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
CHILDHOOD OBESITY
food marketing has significantly changed and influenced food choice behavior while
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public health campaigns have had little impact on healthy eating. If public health could
learn from commercial food marketing and begin to effectively utilize these strategies
into their marketing campaign, they would be able to more effectively influence
childhood obesity. In the study they found that factors such as nutritional evidence, trend
awareness, vertical endorsement, simple naturalness, and common values are all
extremely important when it comes to communicating or marketing health to the public
with regard to food (N.A., 2012).
Ethical Concerns
From the background information provided above, we can conclude that
advertisements play a large role in childhood obesity. Food marketing campaigns that
pinpoint children while advertising unhealthy foods are influencing children to eat poorly
and have an increased chance of being overweight.
Statistics show that in 2002, around $15 billion was spent in the U.S. on
marketing directly targeted at children. Marketing that targets children has been debated
over the years. Do children have the ability to comprehend advertising and/or to
distinguish between what is realistic and truthful or fantasy? These questions have been
debated since the 70s (Oksenkrug, n.d.). One major ethical concern is that children have
unique vulnerabilities and could be considered a vulnerable population. Some argue that
food marketing campaigns are taking advantage of these vulnerabilities in order to sell
their product. However, the main concern is whether or not marketing aimed at children
can be harmful to them both mentally and physically. Data reveals that American youth
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
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CHILDHOOD OBESITY
spend an average of four hours each day watching television while 83% of the
commercials during the most popular shows for children ages 6 through 11 advertise
snacks, fast food, or sugary treats, all which have been proven to have a very negative
impact on childhood obesity (Oksenkrug, n.d.).
Those who are pro children focused food marketing campaigns believe that
advertising to young children is not only harmless but also has the potential to teach
children to be discriminating consumers (Oksenkrug, n.d.). Those who are against
marketing to children argue that it is unfair and unethical because children lack the
cognitive skills and life experiences needed to understand the purpose and motives of the
marketers. Due to this lack of experience and cognitive skills, opponents believe that
children lack the ability to resist persuasive claims. Some believe that advertisements
should not be viewed by children until they can understand the persuasive purposes of the
advertising (Oksenkrug, n.d.).
Proponents of children-directed advertisements state that, “...banning childrendirected advertising might even have negative consequences. For example, kids’
programming might disappear, as much of it is commercially sponsored” (Oksenkrug, pg.
8, n.d.). Further, some believe that marketing to children is ethical as long as it balances
commercial sell with the advertisement of good behavior. Proponents also argue that
there is not conclusive data that shows evidence that children are negatively impacted by
marketing and advertising. One study actually found that food advertisements directed
towards children has decreased with there being 9% fewer food ads today than in 1977.
Obesity rates have doubled since then and thus it is hard to link child-directed
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
CHILDHOOD OBESITY
advertisements with childhood obesity (Oksenkrug, n.d.).
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Ultimately, children-directed food marketing has the potential to contribute to the
growing obesity rates. Food industries are going to new extremes to grab the attention of
the young audience and convince them to buy their product and associate with their
brand. Tactics used by the food industry continue to raise an ethical debate. One major
one being peer-to-peer advertisements. Peer-to-peer advertisements are when food
marketing campaigns use children to advertise a product to children of the same age.
Peer-to-peer gives the impression that this is what is in and expected of them in order for
them to fit in. Taking advantage of a child's emotional and mental well-being in order to
sell a product, is of great ethical concern. Children are the main focus for many food
industries as children highly influence parents and family members into buying certain
items and products. Since children have such a great influence on what will be purchased
in their household, food marketers recognize that they must target them (Oksenkrug,
n.d.). On the other-hand, proponents of children-directed advertising argue that there is
not enough scientific evidence showing that childhood obesity rates have in fact
increased due to child-directed advertisements. They also state that child-directed
advertisements can actually be beneficial to the child as it prepares them to be a better,
more experienced adult consumer in the future (Oksenkrug, n.d.).
Running head: CHILD-DIRECTED FOOD MARKETING CAMPAIGNS AND
CHILDHOOD OBESITY
References
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Arredondo, E., Castaneda, D., Elder, J. P., Slymen, D., & Dozier, D. (2009). Brand Name
Logo Recognition of Fast Food and Healthy Food among Children. Journal Of
Community Health, 34(1), 73-78. doi:10.1007/s10900-008-9119-3
CDC. (2012). Basics About Childhood Obesity. Retrieved September 7, 2013 from
http://www.cdc.gov/obesity/childhood/basics.html.
CDC. (August, 2013). Childhood Overweight and Obesity. Retrieved September 7, 2013
from http://www.cdc.gov/obesity/childhood/index.html.
CDC. (February, 2013). Nutrition Facts. Retrieved September 7, 2013 from
http://www.cdc.gov/healthyyouth/nutrition/facts.htm.
CDC. (February, 2013). Obese Youth Over Time. Retrieved March 16, 2014 from
http://www.cdc.gov/healthyyouth/obesity/obesity-youth-txt.htm.
CDC. (January, 2013). Nutrition, Physical Activity, and Obesity. Retrieved September 7,
2013 from http://www.cdc.gov/phlp/publications/topic/nutrition.html
Elliott, C. D. (2012). Packaging Fun: Analyzing Supermarket Food Messages Targeted at
Children. Canadian Journal Of Communication, 37(2), 303-318.
Lessons for public health campaigns from analyzing commercial food marketing success
factors: a case study. (2012). BMC Public Health, 12(1), 139-149.
doi:10.1186/1471-2458-12-139.
Oksenkrug, M. (n.d.). The Ethics of Marketing to Children. Retrieved from
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