The childhood obesity epidemic is an urgent public health problem. The most recent data available show that nearly 19 percent of boys and about 15 percent of girls aged 2-19 are obese, and almost a third of U.S. children and adolescents are overweight or obese (Ogden et al., 2012). The obesity epidemic will continue to take a substantial toll on the health of Americans. In the midst of this epidemic, children are exposed to an enormous amount of commercial advertising and marketing for food. In 2009, children aged 2-11 saw an average of more than 10 television food ads per day (Powell et al., 2011). Children see and hear advertising and marketing messages for food through many other channels as well, including radio, movies, billboards, and print media. Most notably, many new digital media venues and vehicles for food marketing have emerged in recent years, including Internet-based advergames, couponing on cell phones, and marketing on social networks, and much of this advertising is invisible to parents.

The marketing of high-calorie, low-nutrient foods and beverages is linked to overweight and obesity. A major 2006 report from the Institute of Medicine (IOM) documents evidence that television advertising influences the food and beverage preferences, requests, and short-term consumption of children aged 2-11 (IOM, 2006). Challenges and Opportunities for Change in Food Marketing to Children and Youth also documents a body of evidence showing an association of television advertising with the adiposity of children and adolescents aged 2-18. The report notes the prevailing pattern that food and beverage products marketed to children and youth are often high in calories, fat, sugar, and sodium; are of low nutritional value; and tend to be from food groups Americans are already overconsuming. Furthermore, marketing messages that promote nutrition, healthful foods, or physical activity are scarce (IOM, 2006). To review progress and explore opportunities for action on food and beverage marketing that targets children and youth, the IOM's Standing Committee on Childhood Obesity Prevention held a workshop in Washington, DC, on November 5, 2012, titled "New Challenges and Opportunities in Food Marketing to Children and Youth."

Contents

• THE NATIONAL ACADEMIES
• PLANNING COMMITTEE ON NEW CHALLENGES AND OPPORTUNITIES IN FOOD MARKETING TO CHILDREN AND YOUTH
• Reviewers
• 1. Introduction and Themes of the Workshop
  • PURPOSE OF THE WORKSHOP
  • THEMES OF THE WORKSHOP
• 2. Progress Since Food Marketing to Children and Youth: Threat or Opportunity?
  • PROGRESS TOWARD ACHIEVING THE RECOMMENDATIONS OF THE IOM REPORT
  • OVERALL PROGRESS
• 3. Emerging Issues in Food Marketing
  • INTEGRATED MARKETING COMMUNICATIONS
  • MARKETING TO ADOLESCENTS
  • MARKETING TARGETING LOW-INCOME AND MINORITY COMMUNITIES
• 4. Innovations and Future Work in Industry Practices
  • HEALTHY FOOD MARKETING INITIATIVES IN RETAIL CHAINS
  • PROGRESS TO DATE AND FUTURE DIRECTIONS FOR THE CHILDREN'S FOOD AND BEVERAGE ADVERTISING INITIATIVE
  • CHANGING COMPANY-WIDE MARKETING PRACTICES AT THE WALT DISNEY COMPANY
  • MONITORING AND EVALUATING INDUSTRY INNOVATIONS
• 5. Emerging Policy Initiatives and Communication Strategies
  • PARENT-LED COMMUNICATION STRATEGIES
  • YOUTH-LED COMMUNICATION STRATEGIES
  • LESSONS LEARNED FROM THE TRUTH^® ANTITOBACCO CAMPAIGN
  • LEGAL AND POLICY CHALLENGES AND OPPORTUNITIES
  • INTERNATIONAL DEVELOPMENTS
• 6. Discussions
  • MULTIPLE LEVELS OF INTERVENTION
  • THE AGE CUTOFF
  • MEDIA LITERACY
  • LOOKING TOWARD THE FUTURE
• References
• APPENDIXES
  • A Workshop Agenda
  • B Workshop Participants
  • C Acronyms and Abbreviations
  • D Speaker Biographical Sketches

Rapporteurs: Heather Breiner, Lynn Parker, and Steve Olson.

This project was supported by Contract/Grant No. 69449 between the National Academy of Sciences and the Robert Wood Johnson Foundation. The views presented in this publication do not necessarily reflect the views of the organizations or agencies that provided support for this project.

Suggested citation:

IOM (Institute of Medicine). 2013. Challenges and opportunities for change in food marketing to children and youth: Workshop summary. Washington, DC: The National Academies Press.

NOTICE: The project that is the subject of this report was approved by the Governing Board of the National Research Council, whose members are drawn from the councils of the National Academy of Sciences, the National Academy of Engineering, and the Institute of Medicine.