Marketing and Childhood ObesityFor years companies have used the media to target and influence children to want their products by using characters and catchy songs. Breakfast cereals, fast food restaurants; they all use the technique just to get a sale. In a recent report issued by the Institute of Medicine (IOM), companies support sales of "kids' foods," with marketing budgets totaling an estimated $10 billion annually. Kellogg spent $22.2 million just on media advertising to promote 139.8 million dollars worth of Cheez-It crackers in 2004. But these figures are dwarfed by McDonald's $528.8 million expenditure to support $24.4 billion in sales. The one thing that isn't on the consumers minds is that these companies aren't looking out for the health of the children; they are just promoting their products to push sales and make money. The IOM stated, "food marketing intentionally targets children who are too young to distinguish advertising from truth and induces them to eat high-calorie, low-nutrient (but highly profitable) 'junk' foods." Consumers (parents) need to understand this marketing problem is a major cause in the widespread of childhood obesity. Sugary cereals, fried food and pop have been ingrained into our children's minds that these are the best options, the fun options, and they were made "just for them," not adults. IOM reports, soft drinks account for more than 10 percent of the caloric intake, representing a doubling since 1980. According to the U.S. Department of Agriculture, even babies consume measurable quantities of soft drinks, and pediatricians say it is not unusual for overweight children to consume 1200 to 2000 calories per day from soft drinks alone. It is time to stand up to this and stop the media and companies from "business as usual". We need our children to understand what goes into their bodies and understand which foods are healthy and which aren't. They need to know that they are being targeted and understand the diverse media trends that make them crave junk food and that entice them to plead to their parents. They need to know that they have options that can be good for them and still are enjoyable and fun. Parents also, need to be taught on what foods are good foods and how much food their children should be taking in. An amendment, "Prevention on Childhood Obesity Act," was introduced in the last Congress. It calls for creation of a nationalLeadership Commission on Obesity and a National Obesity Summit to develop a five-year plan to implement recommendations to the Institute of Medicine study, "Food Marketing to Children and Youth: Threat or Opportunity." The amendment also directs the Federal Trade Commission (FTC) to develop restrictive regulations on advertising of foods to children. They are working on stricter parameters being enforced on the media and on packaging. They are demonstrating to the public and to policy makers how they can use in-store marketing expertise to help customers incorporate the U.S. Dietary Guidelines and MyPyramid advice into their daily diets. Companies, says the IOM, must do better. At the moment, their efforts--and those of government agencies--to promote more healthful foods "remain far short of their full potential." FTC Chairman Deborah Platt Majoras told industry and advocacy leaders, "the obesity crisis did not happen overnight and it will not be solved overnight. Self-regulation is more effective than government action, and we are encouraged by the progress thus far." Having in-store demonstrations on healthy foods, facts and brochure handouts on nutritional guidelines, is just a start in local markets. Parents are the role models for their children. YOU need to enforce healthy habits and teach your children to make healthy decisions on their own. So, let's get started!
|