Children targets of $1.6 billion in food ads.
FTC advises that popular characters be tied to healthful products.
The commission studied spending directed at children ages 2-17. Spending on soda marketing came to $492 million, with the vast majority of that spending directed toward adolescents. For cereals, companies spent about $237 million, with the vast majority of that targeted to children under age 12.
We've learned how marketing strategy places featured products at eye level and in certain grocery store aisles, and the sugary kid's cereals on lower shelves where they are most likely to see them. Just as there was pressure on the tobacco industry to stop advertising cigarettes on TV (remember the old Marlboro commercials?), the FTC would rather advertising promote healthier food choices.
I remember wanting a particular cereal as a kid just because it made a crackling noise, according to the commercial. It held true to the promise, and it was a lot healthier choice that the sugar-laden cereals that were also popular back in the day.
Did you have certain foods you wanted because of the ads? Do your children try to sway your buying decisions?
All user-generated information on this site is the opinion of its author only and is not a substitute for medical advice or treatment for any medical conditions. Members and guests are responsible for their own posts and the potential consequences of those posts detailed in our Terms of Service.
Add a Comment1 Comments
Everyone I know can remember the commercials for cereals that included leprechauns, cukoo birds and a count and yes, we were all swayed by these magical characters into purchasing whatever product they were pitching. None of them were healthy.
Along the same lines, can anyone remember Joe Camel?
It seems it would be a giant leap forward if we could associate these little works of wonder with something healthier.
Does anyone know of a character associated with healthy products that has had some level of success?
July 30, 2008 - 8:27amThis Comment