Food marketing to children and youth

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Food Marketing to Children and Youth: Threat or Opportunity?http://books.nap.edu/catalog/11514.htmlEXECUTIVE SUMMARY 15healthful foods and beverages, Congress should enact legislation mandatingthe shift on both broadcast and cable television.*ResearchKnowledge is the bedrock of effective action and progress, yet currentresources are scant to expand the knowledge base, from all sources, on thechanging ways in which marketing influences the diets and health of childrenand youth.Recommendation 9: The nation’s formidable research capacity should besubstantially better directed to sustained, multidisciplinary work on howmarketing influences the food and beverage choices of children and youth.To implement this recommendation• The federal research capacity, in particular supported by the agenciesof the U.S. Department of Health and Human Services (e.g., NationalInstitutes of Health, Centers for Disease Control and Prevention,Food and Drug Administration), the U.S. Department of Agriculture,the National Science Foundation, and the Federal Trade Commissionshould be expanded to illuminate the ways in which marketing influenceschildren’s attitudes and behaviors. Of particular importance arestudies related to newer promotion techniques and venues, healthierfoods and beverages and portion sizes, product availability, the impactof television advertising on diet and diet-related health, diverseresearch methods that systematically control for alternative explanations,stronger measurement, and methods with high relevance to everyday life.• A means should be developed for commercial marketing data to bemade available, if possible as a publicly accessible resource, for betterunderstanding the dynamics that shape the health and nutrition attitudesand behaviors of children and youth at different ages and indifferent circumstances, and for informing the multifaceted social marketingprogram targeting parents, caregivers, and families to promotehealthful diets for children and youth.Monitoring ProgressThe saying goes that “what gets measured gets done.” Yet no singlepublic body exists with responsibility or authority to track the influences of*See text at pages 349 and 362.Copyright © National Academy of Sciences. All rights reserved.This executive summary plus thousands more available at http://www.nap.edu
Food Marketing to Children and Youth: Threat or Opportunity?http://books.nap.edu/catalog/11514.html16 FOOD MARKETING TO CHILDREN AND YOUTHmarketing on the dietary practices and health status of children and youthin the United States.Recommendation 10: The Secretary of the U.S. Department of Healthand Human Services (DHHS) should designate a responsible agency,with adequate and appropriate resources, to formally monitor and reportregularly on the progress of the various entities and activities relatedto the recommendations included in this report.To implement this recommendation• The Secretary should consult with other relevant cabinet officers andagency heads (e.g., U.S. Department of Agriculture, U.S. Department ofEducation, Federal Trade Commission, Federal Communications Commission)in developing and implementing the required monitoring andreporting.• Within 2 years, the Secretary should report to Congress on the progressand additional actions necessary to accelerate progress.The review and recommendations presented in this report are anchoredin the presentation and interpretation of the evidence. This was the centralcharge to the committee, and the effort represents the most comprehensiveand rigorous review of existing scientific literature done to date. It is importantto point out that the committee was not charged with, nor did it engagein, addressing some of the broader philosophical, social, and political issuesrelated to food and beverage marketing to children and youth. Perspectivesabout basic responsibilities to shepherd the welfare of those most vulnerableor impressionable, conjecture about insights from studies not yet doneor information not available on the strength of relationships between marketingand behavior of children and youth, and social urgency prompted bythe rapidly increasing prevalence of childhood obesity, all are legitimateand important matters for public discussion. But they were not centralfeatures of the committee’s charge or work. Neither was the related, butvital, matter of physical activity, which is so inextricably a part of thechallenge of childhood obesity. What the committee can contribute to theongoing and imperative public policy questions raised by this challenge is toconclude, based upon a thorough and impartial review of existing scientificdata, that the dietary patterns of our children and youth put their health atrisk, that the patterns have been encouraged and reinforced by prevailingmarketing practices, and that the turnaround required will depend uponaggressive and sustained leadership from all sectors, including the food andbeverage industries. This is a public health priority of the highest order.Copyright © National Academy of Sciences. All rights reserved.This executive summary plus thousands more available at http://www.nap.edu
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