Marketing Food to Children and Adolescents. A Review of Industry Expenditures, Activities, and Self Regulation. A Report to Congress

摘要

Concern about the dramatic increase in childhood obesity in the United States prompted Congress to request that the Federal Trade Commission conduct a study of food and beverage marketing to children and adolescents. The results of that study an analysis of 2006 expenditures and activities by 44 companies are presented here. Included are not only the traditional measured media television, radio, and print but also activities on the Internet and other new electronic media, as well as previously unmeasured forms of marketing to young people, such as packaging, in-store advertising, event sponsorship, and promotions that take place in schools. Integrated advertising campaigns that combine several of these techniques and often involve cross-promotions linking a food or beverage to a licensed character, a new movie, or a popular television program dominate todays landscape of advertising to youth.