Powerful new forms of interactive television (ITV) advertising are being deployed in the US, reaching over 50 million homes by early 2010. Fast-food companies are among those marketers in the forefront of harnessing TV’s potential to deliver personalized and more engaging commercial messages. The introduction of ITV advertising in the US coincides with three upcoming federal regulatory initiatives focused on children and television that could lead to new policies protecting young people from harmful forms of food and beverage marketing. This project will provide an accessible and well-documented analysis and recommendations concerning the implications of next-generation TV advertising for children and youth, including an examination of the best means of safeguarding young viewers from harmful food and beverage marketing. The resulting white paper will help the public health community assess a range of potential regulatory and related safeguards.
Providing Analysis and Recommendations for Safeguards on the Next Generation of TV Food Marketing Focused on Children and Youth
The healthfulness of foods and beverages found in retail food stores differs widely across the United States, both by location of the store as well as by store type. Some communities have limited access to stores that carry healthful staple foods such as fruits and vegetables, whole grain-rich foods, and … More
Children and adolescents see between 4,500 and 6,000 food ads on TV each year, the majority of which are for products high in sugar and fat and low in essential nutrients. In April 2011, a coalition of federal authorities known as the Interagency Working Group on Foods Marketed to Children … More
The marketing of unhealthy foods to children and youth is a major public health concern. Children in the United States grow up surrounded by food and beverage marketing, which primarily promotes products with excessive amounts of added sugar, salt, and fat, and inadequate amounts of fruits, vegetables, and whole grains. … More