July 29, 2008
Food Companies Go Online to Reach Children
By Bernice Hurst, Managing Partner, Fine Food Network
Just a year ago, eleven companies responsible for roughly two-thirds of all advertising directed at kids told the Federal Trade Commission (FTC) that they would limit the number and types of advertising each runs on programming (television, radio, print and online) catering to children 12 and younger. RetailWire contributors, not surprisingly, were pleased that companies were taking the initiative rather than having to be regulated.
Similar assurances were given in the U.K. where television advertising for food high in fat, sugar and salt was, in fact, banned in January. But a new report from Which? (formerly the Consumers’ Association) detailed the ways in which children are still being targeted through ads, games, competitions and other product-related online material. Branded, gaming and social networking websites are used along with sponsored mobile phone competitions. Cartoon characters, film tie-ins and celebrity endorsements are difficult to ignore.
Reporting the story, The Independent pointed out that “although Britain has some of the toughest laws regulating when and how companies can advertise their products to children, branded websites are free to run any content, such as games and promotions appealing to children, as they are classified as editorial content.”
Responding to the Which? accusations, the Food and Drink Federation issued a statement calling the watchdog group’s report “sloppy” and said that it “lacks any real substance, is very subjective and paints a misleading picture of what is actually happening.” Director of communications, Julian Hunt, added that food companies operate within both the spirit and letter of the law, often “going even further than the rules – introducing voluntary measures that are radically changing the marketing landscape here in the U.K. On top of these changes, we are making a real difference to the health of the nation through our efforts to improve product recipes, develop healthier options and introduce clearer nutrition labeling.”
A spokesman for the Department of Health said, however, “If we do not see significant progress in the nature and balance of food promotion, then we will look at how we can make faster progress.”
Discussion question: Are food marketers in the U.S. restricting ads and promotions targeted to children via the internet and/or mobile devices to the same degree as in other media? How confident are you that food companies will demonstrate the necessary self-control to avoid government intervention?
BrainTrust
Recent Discussions
Discussion Questions
Poll
Remember Schoolhouse Rock on TV in the 70s and later rerun in the 80s? Our kids can still sing the song about how a legislative bill becomes law (“I’m Just A Bill”). And how about all the great things they learned from Sesame Street (“Letter B,” sung to the tune of the Beatles’ “Let It Be”)? There is a gaping door open for food manufacturers to produce similar children’s programming for online distribution. In addition to their ongoing responsible online promotion for individual products, they could hit a real home run with regular, lengthy, teaching-type entertainment for kids–like Schoolhouse Rock and Sesame Street.
A more important question is, where is parental control? Yes, food companies have cut back on advertising and promoting to children under 12. Have their efforts been 100% effective? No. Will they ever be completely effective? No. The entire effort to stop obesity in children should not be shouldered by food companies. Parents must take just as much, if not more, responsibility for what their children put into their bodies.
Food companies want to sell fattening products to kids. Parents want their kids to stay slim. The parties with the greater interest and constant attention to their objective will prevail.
Food brands should get together and back government controls on advertising to children. It’s the easiest way to preserve profits because advertising is such a huge expense. If your competition can’t do it, and you can’t do it, no one is disadvantaged except new entrants. So why not get together, like the American tobacco companies, and ask the government to restrict advertising to kids AND adults?
More Discussions
As Boomers ‘Age Out of Peak Purchasing,’ How Can National Brands Retain Interest With Gen Z?
According to a recent First Insight study titled “Is Gen Z Still Choosing Your Brand,” while…Is Supply Chain Volatility Here To Stay?
Can we expect an ongoing volatility to remain in terms of retail supply chain?Has Same-Day Delivery Become an Expectation Across Retail?
Are expectations around retail delivery speed in flux?
Remember Schoolhouse Rock on TV in the 70s and later rerun in the 80s? Our kids can still sing the song about how a legislative bill becomes law (“I’m Just A Bill”). And how about all the great things they learned from Sesame Street (“Letter B,” sung to the tune of the Beatles’ “Let It Be”)? There is a gaping door open for food manufacturers to produce similar children’s programming for online distribution. In addition to their ongoing responsible online promotion for individual products, they could hit a real home run with regular, lengthy, teaching-type entertainment for kids–like Schoolhouse Rock and Sesame Street.
A more important question is, where is parental control? Yes, food companies have cut back on advertising and promoting to children under 12. Have their efforts been 100% effective? No. Will they ever be completely effective? No. The entire effort to stop obesity in children should not be shouldered by food companies. Parents must take just as much, if not more, responsibility for what their children put into their bodies.
Food companies want to sell fattening products to kids. Parents want their kids to stay slim. The parties with the greater interest and constant attention to their objective will prevail.
Food brands should get together and back government controls on advertising to children. It’s the easiest way to preserve profits because advertising is such a huge expense. If your competition can’t do it, and you can’t do it, no one is disadvantaged except new entrants. So why not get together, like the American tobacco companies, and ask the government to restrict advertising to kids AND adults?