A review of food marketing to children and adolescents : follow-up report

The Resource A review of food marketing to children and adolescents : follow-up report
Label
A review of food marketing to children and adolescents : follow-up report
Title remainder
follow-up report
Statement of responsibility
Federal Trade Commission
Contributor
Issuing body
Subject
Genre
Language
eng
Summary
This report is a follow-up to the Federal Trade Commission's 2008 report: Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities, and Self-Regulation. The current report compares 2006 data to 2009 data from the 44 original companies and four additional companies. Total spending on food marketing to youth dropped 19.5% in 2009, to $1.79 billion. Spending on youth-directed television advertising fell 19.5%, while spending on new media, such as online and viral marketing, increased 50%. The overall picture of how marketers reach children, however, did not significantly change. Companies continue to use a wide variety of techniques to reach young people, and marketing campaigns are heavily integrated, combining traditional media, Internet, digital marketing, packaging, and often using cross-promotions with popular movies or TV characters across all of these. Those techniques are highly effective. Consumer research submitted by the reporting companies confirms the "pester power" phenomenon -- child-directed marketing and promotional activities drive children's food requests. Children, in turn, play an important role in which products their parents purchase at the store, and which restaurants they frequent
Cataloging source
VVK
Government publication
federal national government publication
Illustrations
  • illustrations
  • charts
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography

Context

Context of A review of food marketing to children and adolescents : follow-up report

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