Marketing Food to ChildrenDaniel Cook, Ph.D.School of Community Health Sciences, UNRdmcook@unr.edu

Overview

� Doubt is their product

� Bright Colors, Clowns, Animals

� Voluntary Programs / Policies

Marion Nestle

� 2002

� Food Politics

Lobbying, Industry funding

science, nonprofits

� 2006

� What to Eat

Center Aisles, Kid-only foods,

Dairy industry, labels

Iron Triangles

Iron Triangles

Industry Strategy:

Spread Doubt and Confusion

Doubt about Science

� Argue against any consensus

in science

� Argue against regulation /

policy

� Argue about “sound

science”

Confusion about Guidelines

� Less informed consumer

� Responsive to advertising

� Responsive to health claims

Dr. J. Barnoya

�

Colors, Cartoons

Marketing Targeted to Youth

IOM (2006) Food Marketing to Children and Youth

Marketing Tobacco to Youth

from CFTFK Report Feb 2008

�

Voluntary ProgramsVoluntary Policies / Cooperative Agreements / Incentives

�Smart Choices ProgramCoalition of Big Food

Nutrients to Limit:

Total Fat ≤35 % of calories

Saturated Fat < 10 % of calories

Trans Fat 0 g (labeled)

Cholesterol ≤60 mg per serving

Added Sugars ≤25 % of total calories

Sodium ≤480 mg per serving

In addition to nutrients to limit, products must include one or more nutrients to

encourage or those nutrients that Americans do not always get enough of, such as

calcium, vitamins A and C, potassium, and fiber.

Nutrients to Encourage:

Calcium, Potassium, Fiber, Magnesium, Vitamin A, Vitamin C and Vitamin E

A food must offer ≥10% Daily Value (a “good source”) of at least one of these nutrients

Calorie Criteria for the Smart Choices Program

The coalition needed to evaluate the standards for

calories. Currently there is no authoritative, scientific

standard for calorie threshold. Based on a 2,000

calorie diet, calorie levels were set for meals, sauces,

snacks, desserts and beverages.

A calorie threshold was determined not to be

applicable for fruits and vegetables (with additives),

100% juices, breads, grains, pasta, cereals, meat, fish,

poultry, eggs, meat alternatives, seeds, nuts,

milk/dairy, cheeses, fats, oils, soups, and sauces.

Fast Food Portion Sizes

� Surgeon General Call to Action on portion size 2001

� Super Size Me! Film 2004

� McDonald’s to end Super Size menu, 2004

� Burger King and Wendy’s portions increase

� McDonald’s eliminates some sizes but portions still

larger than 1998, and 1955 (500%!)

Young and Nestle (2007) JPHP

Young and Nestle (2007) JPHP

Final Thoughts

Center for Science in the Public Interest

http://www.cspinet.org/nutritionpolicy/DecreaseMarketingToChildren.html

Nickelodeon / Viacom Policy