tailieunhanh - A spoonful of progress in a bowl full of unhealthy marketing to children

In 2009, the Rudd Center for Food Policy & Obesity at Yale University issued Cereal The report documented the nutritional quality and marketing of cereals to youth and found that cereal companies aggressively marketed their worst products to children as young as two years old. Despite pledges to improve food advertising to children through the Children’s Food and Beverage Advertising Initiative (CFBAI),2 the food industry’s self-regulatory program, General Mills and Kellogg led in marketing of unhealthy products targeted to children. Since Cereal FACTS was first published, cereal companies have promised to do more, including enhancing the nutritional profile of cereals advertised to children and expanding CFBAI advertising But have these changes improved the food marketing environment that. | A spoonful of progress in a bowl full of unhealthy marketing to children Jennifer L. Harris . . Marlene B. Schwartz . Kelly D. Brownell . BACKGROUND In 2009 the Rudd Center for Food Policy Obesity at Yale University issued Cereal The report documented the nutritional quality and marketing of cereals to youth and found that cereal companies aggressively marketed their worst products to children as young as two years old. Despite pledges to improve food advertising to children through the Children s Food and Beverage Advertising Initiative CFBAI 2 the food industry s self-regulatory program General Mills and Kellogg led in marketing of unhealthy products targeted to children. Since Cereal FACTS was first published cereal companies have promised to do more including enhancing the nutritional profile of cereals advertised to children and expanding CFBAI advertising But have these changes improved the food marketing environment that surrounds children Three years later using the same methods as the original Cereal FACTS this report quantifies changes in cereal-company marketing to children. We examined the nutritional quality of 261 cereals from 12 companies in May 2012 including children s cereals products marketed directly to children family cereals marketed to parents to serve their children and adult cereals marketed to adults for their own consumption . We also used syndicated market research data and independent analyses to quantify young people s exposure to marketing on TV and the internet. Cereals most frequently advertised to children 1. Cinnamon Toast Crunch 2. Lucky Charms 3. Honey Nut Cheerios 4. Froot Loops 5. Reese s Puffs 6. Trix 7. Frosted Flakes 8. Pebbles 9. Cocoa Puffs 10. Cookie Crisp BETTER FOR KIDS From 2008 to 2011 cereal companies improved the nutritional quality of most cereals marketed directly to children and reduced advertising for some products. Overall nutritional quality improved for 13 of 16 .

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