US food makers and the country’s advertisers have claimed that children are being exposed to fewer food, drink and restaurant adverts and that the mix is shifting towards ads for lower-calorie foods.
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The Grocery Manufacturers Association and Association of National Advertisers said a Georgetown Economic Services (GES) report found that children were exposed to 10% less food advertising in 2007 than 2006, while 12- to 17-year-olds saw 5% fewer food and beverage ads in 2007.
The report also demonstrated that the mix of advertising has shifted, with advertising since 2004 growing fastest for bottled water, fruits and vegetables and shrinking fastest for cookies, gum and mints and snacks.
“The food and beverage industry has been working with policymakers, non-governmental organisations, parents, advertisers and other stakeholders in recent years to restructure its marketing practices to promote nutritious choices and promote a healthier lifestyle,” said GMA interim president and CEO Manly Molpus (23 September). “While there is more work to be done, the GES report showcases the fact that industry’s commitment, combined with voluntary marketing changes, is working.”
The US Congress is studying the issue of food marketing to children, which is the subject of fierce debate in the country.
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By GlobalDataIn July, the Federal Trade commission called on the country’s food and beverage makers to change they way they market food to kids, pointing to the use of the Internet and the use of “cross-promotion” activities to tie products in with movie releases or TV programmes.
Over 40 of the largest food and drink companies in the US spent a combined US$1.6bn on promoting their products to children under 12 and adolescents between 12 and 17 in 2006, according to figures published by the Federal Trade Commission.
In its report, the FTC said some $870m had been spent on “child-directed marketing” and, while TV remained the most used medium – accounting for 46% of expenditure – companies were using the “full spectrum” of media to promote their products.
