Will Junk Food Marketing to Kids Ever End?

The Institute of Medicine (IOM), an influential group of experts chartered by Congress to provide health-policy advice, called for sweeping changes in the marketing of foods and beverages to children.

In a landmark report, they argued that popular cartoon characters such as SpongeBob and Scooby-Doo should only be used to endorse healthy foods.

$10 Billion a Year

An IOM committee reviewed hundreds of studies on the effect of marketing, particularly TV ads, on the diets of American children. More than $10 billion a year is spent to market food products children -- generally high-calorie, low-nutrient varieties.

Candy, Chocolate, Sugary Cereals

The top five food categories marketed to kids over the last decade have been:

Cereals (235 different kinds)
Chocolate candies (236)
Snacks (265)
Chewing gum (354)
Non-chocolate candies (1,407)
One-Third of U.S. Children

Currently, almost one third of U.S. children are overweight or likely to become so, putting them at greater risk for health problems including diabetes and high cholesterol.

Recommendations in the report included:

Companies should offer and promote more foods and beverages for children that are lower in calories, fat, salt and sugar and higher in nutrients
Trade groups should develop and enforce marketing standards that support healthful diets
If voluntary efforts don't work within two years, then Congress should enact legislation blocking the showing of ads for high-calorie, low-nutrient foods during children's TV shows
A rating system should be created to convey nutritional value

Institute of Medicine December 6, 2005 Free PDF Overview

USA Today December 7, 2005

MSNBC December 6, 2005
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Dr. Mercola's Comment:

After the plethora of studies over the years confirming the link between TV viewing and childhood obesity, the Institute of Medicine has finally decided to take a stand.

Although researchers focused on TV ads for the report, the marketing of junk food and sweets to kids has become increasingly sophisticated, especially over the last decade with popular characters like Harry Potter, Shrek and SpongeBob Squarepants used to shill sugary foods your child has no business eating, strategic product placements in your local grocery store and even Internet-based games.

The huge downside of the report: Not surprisingly, it doesn't define what constitutes an unhealthy food. This leaves a huge loophole in the recommendations that the food industry will lobby to exploit.

And don't believe for a second food manufacturers haven't been preparing for this backlash, considering they formed a lobbying group earlier this year to defend their right to advertise these health-harming products to kids.

As always, the best things you can do to protect your child's health are also the easiest: Take an active role in monitoring your kid's TV viewing -- many people don't -- and get that "glow box" out of their bedrooms today.


Related Articles:

Children's Food Demands: Do You Have to Give In?

Schools Peddling Junk Food to Kids

Four Ways Junk Food Marketing Targets Your Kids

http://www.mercola.com/2005/dec/22/...ds_ever_end.htm

Marketing junk food to children will continue as long as parents continue to abdicate their responsibility of deciding what to eat to their children. Take away the purchasing power, you take away the market. The only way to "fix" it is to be a parent.