WASHINGTON, D.C.- Based on the global trends found in certain countries, the question of whether or not products marketed towards children are at a decline becomes important. The issue largely relates to children’s health and the marketing of foods high in sugar and fat.
The Economist reports an array of countries imposing restrictions on advertisement firms, mainly through the television medium.
European countries such as Norway and Sweden have imposed bans that prohibit television advertisement of products for children. Great Britain narrows this ban to unhealthy foods aimed at those 16 and younger.
Mexico plans to enact the same legislation in conjunction with its already implemented taxes on junk food and high sugar beverages. And in the same vein, Taiwan authorized regulators to prohibit advertising to children, including unhealthy food.
Not all legislation aims to attack the industry. Some are trying work within the industry. Norway takes a step further by threatening the industry with legislation if advertisement of junk food geared towards the ages of 13 and under is not wholly banned. Similarly, Singapore is set to pose guidelines that advertising firms must follow.
Even companies and firms themselves exemplify a willingness to follow the trend. Coca-Cola and Disney pledged that they would refrain from marketing junk food to their younger demographic. McDonald’s said it would remove carbonated drinks in their “Happy Meal” lunch combo.
A 2008 report found that almost $17 billion is sourced to children’s advertisements annually. The same report cites that roughly 40,000 commercials are viewed by the youth each year with at least half of those commercials displaying products high in fat, sugar and sodium.
And these are statistics for children from the United States alone. Their Mexican counterparts view at least 12,000 commercials enticing similar unhealthy products.
Of the numerous issues these advertisements raise, the most problematic are not only the exploitation of a youth’s continually shaping and, thus vulnerable mind, but also the obesity rates that come as a result. The treatment of young consumers as economic objects results in their development largely constructed by marketing firms. Critics allege that these can range from being sexualized at an early age, vulnerability to drinking and smoking and gains in weight.
Specifically, the U.S. industry of advertisers aims instead to self-regulate, such as the National Advertising Review Council. Others, such as the American Association of Advertising Agencies and the Association of National Advertisers decry any governmental restrictions as a First Amendment violation.
Unlike its international counterparts, the U.S. is mired in a fight against obesity. As a result, Michelle Obama has dedicated her tenure as the First Lady to fighting childhood obesity with her Let’s Move campaign.
Her message is simple: empowering children and adults to make healthy yet affordable food choices in conjunction with regular physical activity.
Recent changes include the promotion of food and vegetables on the children’s program, Sesame Street. With at least 3 hours of time children spend on the television, not including online advertisements and advertisements found on tablet games and phones, this minor change hopes to make a big step. The hope is in the reduction of consuming fatty and sugary snacks. And that’s how the Cookie Monster crumbles.
– Miles Abadilla
Sources: Advertising Educational Foundation, Advertising and Society Review, The Economist, International Chamber of Commerce, Let’s Move
Photo: Pop Sugar