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Food Marketing to Children and Youth: Threat or Opportunity? PDF

537 Pages·2011·1.34 MB·English
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Food Marketing to Children and Youth Committee on Food Marketing and the Diets of Children and Youth J. Michael McGinnis, Jennifer Appleton Gootman, Vivica I. Kraak, Editors Food and Nutrition Board Board on Children, Youth, and Families THE NATIONAL ACADEMIES PRESS 500 Fifth Street, N.W. Washington, DC 20001 NOTICE: The project that is the subject of this report was approved by the Governing Board of the National Research Council, whose members are drawn from the councils of the Na- tional Academy of Sciences, the National Academy of Engineering, and the Institute of Medi- cine. The members of the committee responsible for the report were chosen for their special competences and with regard for appropriate balance. The study was supported by Contract No. 200-2000-00629, Task Order No. 27 between the National Academy of Sciences and the Centers for Disease Control and Prevention. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the authors and do not necessarily reflect the views of the organizations or agencies that provided support for the project. Library of Congress Cataloging-in-Publication Data Institute of Medicine (U.S.). Committee on Food Marketing and the Diets of Children and Youth. Food marketing to children and youth : threat or opportunity? / Committee on Food Marketing and the Diets of Children and Youth, Food and Nutrition Board, Board on Children, Youth, and Families ; J. Michael McGinnis, Jennifer Appleton Gootman, Vivica I. Kraak, editors. p. ; cm. Includes bibliographical references and index. ISBN 0-309-09713-4 (hardback) 1. Children—Nutrition. 2. Youth—Nutrition. 3. Food industry and trade. 4. Target marketing. 5. Health promotion. 6. Nutrition policy. 7. Child consumers. [DNLM: 1. Food. 2. Adolescent. 3. Advertising. 4. Child. 5. Diet. 6. Food Habits. 7. Public Policy. WS 115 I59f 2006] I. McGinnis, J. Michael. II. Gootman, Jennifer Appleton. III. Kraak, Vivica I. IV. Title. RJ206.F66 2006 618.92’39—dc22 2005037404 Additional copies of this report are available from the National Academies Press, 500 Fifth Street, N.W., Box 285, Washington, DC 20055. Call (800) 624-6242 or (202) 334-3313 (in the Washington metropolitan area), Internet, http://www.nap.edu. For more information about the Institute of Medicine, visit the IOM home page at: www.iom.edu. Copyright 2006 by the National Academy of Sciences. All rights reserved. Cover design by Spectrum Science Communications. Printed in the United States of America. The serpent has been a symbol of long life, healing, and knowledge among almost all cultures and religions since the beginning of recorded history. The serpent adopted as a logotype by the Institute of Medicine is a relief carving from ancient Greece, now held by the Staatliche Museen in Berlin. “Knowing is not enough; we must apply. Willing is not enough; we must do.” —Goethe Advising the Nation. Improving Health. The National Academy of Sciences is a private, nonprofit, self-perpetuating society of distinguished scholars engaged in scientific and engineering research, dedicated to the furtherance of science and technology and to their use for the general welfare. Upon the authority of the charter granted to it by the Congress in 1863, the Acad- emy has a mandate that requires it to advise the federal government on scientific and technical matters. Dr. Ralph J. Cicerone is president of the National Academy of Sciences. The National Academy of Engineering was established in 1964, under the charter of the National Academy of Sciences, as a parallel organization of outstanding engi- neers. It is autonomous in its administration and in the selection of its members, sharing with the National Academy of Sciences the responsibility for advising the federal government. The National Academy of Engineering also sponsors engineer- ing programs aimed at meeting national needs, encourages education and research, and recognizes the superior achievements of engineers. Dr. Wm. A. Wulf is presi- dent of the National Academy of Engineering. The Institute of Medicine was established in 1970 by the National Academy of Sciences to secure the services of eminent members of appropriate professions in the examination of policy matters pertaining to the health of the public. The Institute acts under the responsibility given to the National Academy of Sciences by its congressional charter to be an adviser to the federal government and, upon its own initiative, to identify issues of medical care, research, and education. Dr. Harvey V. Fineberg is president of the Institute of Medicine. The National Research Council was organized by the National Academy of Sciences in 1916 to associate the broad community of science and technology with the Academy’s purposes of furthering knowledge and advising the federal government. Functioning in accordance with general policies determined by the Academy, the Council has become the principal operating agency of both the National Academy of Sciences and the National Academy of Engineering in providing services to the government, the public, and the scientific and engineering communities. The Coun- cil is administered jointly by both Academies and the Institute of Medicine. Dr. Ralph J. Cicerone and Dr. Wm. A. Wulf are chair and vice chair, respectively, of the National Research Council. www.national-academies.org COMMITTEE ON FOOD MARKETING AND THE DIETS OF CHILDREN AND YOUTH J. MICHAEL MCGINNIS (Chair), Institute of Medicine, Washington, DC DANIEL R. ANDERSON, Department of Psychology, University of Massachusetts, Amherst J. HOWARD BEALES III, School of Business, George Washington University, Washington, DC DAVID V. B. BRITT, Sesame Workshop (emeritus), Amelia Island, FL SANDRA L. CALVERT, Children’s Digital Media Center, Georgetown University, Washington, DC KEITH T. DARCY, Ethics Officer Association, Waltham, MA AIMÉE DORR, Graduate School of Education and Information Studies, University of California, Los Angeles LLOYD J. KOLBE, Department of Applied Health Science, Indiana University, Bloomington DALE L. KUNKEL, Department of Communication, University of Arizona, Tucson PAUL KURNIT, KidShop, Kurnit Communications, and Lubin School of Business at Pace University, Chappaqua, New York ROBERT C. POST, Yale Law School, New Haven, CT RICHARD SCHEINES, Department of Philosophy, Carnegie Mellon University, Pittsburgh, PA FRANCES H. SELIGSON, Nutrition Consultant, Hershey, PA MARY STORY, Division of Epidemiology, School of Public Health, University of Minnesota, Minneapolis ELLEN A. WARTELLA, Office of the Executive Vice Chancellor and Provost, University of California, Riverside JEROME D. WILLIAMS, Department of Advertising, University of Texas, Austin Liaison from the Food and Nutrition Board NANCY F. KREBS, Department of Pediatrics, University of Colorado Health Sciences Center, Denver v Staff JENNIFER APPLETON GOOTMAN, Study Director VIVICA I. KRAAK, Study Director LESLIE J. SIM, Research Associate SHANNON L. WISHAM, Research Associate AMIEE M. ADASCZIK, Health Science Intern (January 2005 through May 2005) KELLY D. HORTON, Christine Mirzyan Science and Technology Policy Fellow (June 2005 through August 2005) vi FOOD AND NUTRITION BOARD ROBERT M. RUSSELL (Chair), U.S. Department of Agriculture Jean Mayer Human Nutrition Research Center on Aging, Tufts University, Boston, MA LARRY R. BEUCHAT, Center for Food Safety, University of Georgia, Griffin MICHAEL P. DOYLE, Center for Food Safety, University of Georgia, Griffin SUSAN FERENC, SAF* Risk, LC, Madison, WI NANCY F. KREBS, Department of Pediatrics, University of Colorado Health Sciences Center, Denver SHIRIKI K. KUMANYIKA, Center for Clinical Epidemiology and Biostatistics, University of Pennsylvania School of Medicine, Philadelphia REYNALDO MARTORELL, Rollins School of Public Health, Emory University, Atlanta, GA J. GLENN MORRIS, University of Maryland, School of Medicine, Baltimore SUZANNE P. MURPHY, Cancer Research Center of Hawaii, University of Hawaii, Honolulu JOSE M. ORDOVAS, Nutrition and Genomics Laboratory, Tufts University, Boston, MA LYNN PARKER, Child Nutrition Programs and Nutrition Policy, Food Research and Action Center, Washington, DC NICHOLAS J. SCHORK, Department of Psychiatry, Polymorphism Research Laboratory, University of California, San Diego REBECCA J. STOLTZFUS, Division of Nutritional Sciences, Cornell University, Ithaca, NY JOHN W. SUTTIE, Department of Biochemistry, University of Wisconsin, Madison WALTER C. WILLETT, Department of Nutrition, Harvard School of Public Health, Harvard University, Boston, MA CATHERINE E. WOTEKI, Global Director of Scientific Affairs, Mars, Incorporated, McLean, VA BARRY L. ZOUMAS, Department of Agricultural Economics and Rural Sociology, Pennsylvania State University, University Park vii Staff LINDA D. MEYERS, Director GERALDINE KENNEDO, Administrative Assistant ANTON BANDY, Financial Associate ELISABETH RIMAUD, Financial Associate (through May 2005) IOM boards do not review or approve individual reports and are not asked to endorse conclusions and recommendations. The responsibility for the content of the reports rests with the authoring committee and the institution. viii BOARD ON CHILDREN, YOUTH, AND FAMILIES MICHAEL I. COHEN (Chair), Department of Pediatrics, Albert Einstein College of Medicine, Bronx, NY BARBARA L. WOLFE (Vice-chair), Departments of Economics and Population Health Sciences, University of Wisconsin, Madison JAMES A. BANKS, Center for Multicultural Education, University of Washington, Seattle WILLIAM R. BEARDSLEE, Department of Psychiatry, Children’s Hospital, Boston, MA P. LINDSAY CHASE-LANSDALE, School of Education and Social Policy, Northwestern University, Evanston, IL THOMAS DEWITT, Children’s Hospital Medical Center of Cincinnati, OH MARY JANE ENGLAND, Regis College, Weston, MA BRENDA ESKENAZI, School of Public Health, University of California, Berkeley CHRISTINE FERGUSON, Children’s Investment Project, Alexandria, VA PATRICIA GREENFIELD, Department of Psychology, University of California, Los Angeles NEAL HALFON, School of Public Health, University of California, Los Angeles HARRIET KITZMAN, School of Nursing, University of Rochester, NY SUSAN MILLSTEIN, Division of Adolescent Medicine, University of California, San Francisco ELENA NIGHTINGALE, The National Academies/Institute of Medicine, Washington, DC GARY D. SANDEFUR, College of Letters and Science, University of Wisconsin, Madison RUTH STEIN, Department of Pediatrics, Albert Einstein College of Medicine, Bronx, NY LAURENCE D. STEINBERG, Department of Psychology, Temple University, Philadelphia, PA ELLEN A. WARTELLA, Office of the Executive Vice Chancellor and Provost, University of California, Riverside ix

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