Most food and entertainment companies have received Fs from the nonprofit Center for Science in the Public Interest (CSPI), which
issued a report card that rates 128 companies’ policies with regard to food marketing aimed at children. Three-quarters of companies are getting an F, either for having weak policies or for failing to have any policies whatsoever.
CSPI's highest grade, a B+, went to Mars, Inc., though the group emphasized that the grade is not for the foods Mars sells, but rather for its policy on marketing to children. Mars' policy excludes
marketing to children under 12 and covers most of the key marketing tactics used to reach children. The entertainment company given CSPI’s highest grade, a B, is Qubo, a family-friendly children's television channel delivered nationwide over ION Media Networks 59 local digital television stations. Qubo’s policy is comprehensive, applying reasonably good nutrition standards to its full range of programming, according to
CSPI.
One food company (Procter & Gamble, which makes Pringles) received a B, six got a B-, 17 got a C, and 7 a D. Ninety-five companies received an F.
"Despite the industry's self-regulatory system, the vast majority of food and entertainment companies have no protections in place for children," said CSPI nutrition policy director Margo Wootan. "If companies were marketing bananas and broccoli, we wouldn’t be concerned. But instead, most of the marketing is for sugary cereals, fast food, snack foods, and candy. And this junk food marketing is a major contributor to childhood obesity."
Perhaps not surprisingly, the Grocery Manufacturers Association (GMA) sees things differently, believing most advertisements viewed by children and teens today promote more nutritious foods and healthy lifestyles.
The GMA issued the following statement from GMA vice president of federal affairs Scott Faber in response to CSPI’s “Report Card on Food Marketing to Kids”:
“Obesity is one of the nation’s most serious public health challenges, and our industry has significantly changed the way we develop and market our products to provide more healthy choices and to help consumers build a healthy diet. We all have a role to play—the public sector, private industry, and parents—if we are going to reduce the number of overweight and obese children in America.
“The food and beverage industry has already changed the recipes of more than 10,000 products to reduce calories, sugar, sodium, and fat. We are working with experts at FDA and USDA to design new labels that make information about calories and nutrition facts clearer for busy parents. And, we have changed the way we advertise our products during children’s programming. Because our industry has applied nutrition standards to our advertising seen during children’s programming, two-thirds of advertisements viewed on children’s programming now feature healthy food and active lifestyles.”
As food and beverage marketers have reduced and shifted the mix of products advertised to children (2-11 yrs) and teens (12-17 yrs), a recent Georgetown Economic Services (“GES”) study found that children are seeing fewer food, beverage and restaurant ads on television. Between 2004 and 2008:
-Advertisements for food, beverages and restaurants during children’s programming fell by 31%
-Children viewed many more advertisements for healthy choices and significantly fewer advertisements for snacks
-Advertisements for soups, fruits and vegetables rose dramatically
-Advertisements for snacks fell by 60%
-Advertisements for cookies fell by 82%
“Everyone has a role to play, including government, if we are going to meet First Lady Michelle Obama’s goal of ending childhood obesity within a generation. We look forward to continuing to work with the First Lady, the Obama Administration and Congress to help all Americans build and maintain a healthy diet.”