During Tuesday’s FTC workshop on Food Marketing and Childhood Obesity (that we have previously blogged about here and here), a lively discussion took place between researchers, industry representatives, and regulators about the successes and failures of self-regulation.
First, three panelists, representing research teams from universities and consumer advocacy groups, presented findings from studies on food marketing to children conducted since the advent of self regulation. Here are a few of their findings:
- 70% of advertisements in 2009 were still for foods that are considered nutritionally poor for kids.
- Half of ads featuring licensed characters still promote nutritionally poor foods.
- Most self-regulation policies do not encompass all types of marketing, such as on-package advertising and marketing in schools.
- Companies do not maintain a set of common nutrition standards to which they all adhere.
- Many companies are still utilizing “advergames” targeted at children, and only 37% of them include healthy lifestyle messaging.
The overall message was that although self-regulation has made important strides, it is not sufficient to change overall marketing strategies, and not enough is being done to promote healthy and nutritious food choices for kids.
Next, three panelists spoke about the benefits of self-regulation, and the positive changes that are being made. A representative from Disney spoke about the company’s newly adopted nutritional guidelines, the development and increased distribution of Disney brand fresh fruits and vegetables, the availability of more healthy options in Disney parks and resorts, and increased healthy lifestyle messaging in Disney media.
A representative from the Grocery Manufacturers Association praised self-regulatory initiatives, noting a decrease in food, beverage, and restaurant ads viewed by children and shifts in the types of foods being advertised. The launch of the Healthy Weight Commitment Foundation was discussed, noting members’ goal of reducing obesity by 2015. Additionally, the representative announced the Creative Kids Campaign which encourages a balance between healthy diet and physical activity.
Finally, the Director of the Children’s Food and Beverage Advertising Initiative (CFBAI) discussed how the 16 members of the initiative have worked to change children’s food advertising. The Director noted that the CFBAI allows for flexibility in nutrition standards and praised the changes the industry has made thus far, noting in particular the reduction of sugar in ready-to-eat cereals, and the reduction of sodium in canned soups.
Clearly there are strong feelings on both sides as to whether self-regulation is up to the job. It remains to be seen whether the agencies and/or Congress will shift to a more regulated approach, although as noted in a previous blog posting, any effort at regulation may have to deal with First Amendment questions.
- Randy Shaheen and Danielle Garten
