|
In its report on marketing food to kids, the Federal Trade Commission (FTC) found no area of kids-oriented food marketing that would require regulation. The Commission did call for more companies to join the industry's voluntary self-regulation group, the Children's Food and Beverage Advertising Initiative.
The one area the FTC had views that pose a threat to food manufacturers was what counts as a kids' TV show. According to the report, American Idol, American Dad, Family Guy, and The Simpsons " 'commanded the largest percentage share of teens 12-17 in the audience during the 2005-06 television year.' " Since only 20% of the shows' combined audience consists of children though, they are counted as adult programs in terms of self-regulation. " 'The data serve to illustrate the point that children and teenagers are exposed to a great deal of advertising that may be targeted to the general audience comprised mainly of adults,' " the report explains.
It was found that unnamed marketers used the aforementioned TV shows to reach kids with junk food ads. The report says, " 'one carbonated beverage company, however, acknowledged that ad placements on these shows were part of its marketing strategy to reach teens. In addition, at least two companies have affiliated their brands with shows such as American Idol in order to reach children and teens -- one through toy premiums for children's meals and the other through sponsorship of the American Idol Live! Tour.' "
The definition of a kids' show is important because 13 food companies have pledged either to not advertise to kids under 12, or to only advertise healthy food to that segment.
Dan Jaffe, executive vice-president of the Association of National Advertisers, opposes any move to restrict business placed on these shows. He points out, " 'over and over again it has been made clear that advertising to adults should be 'adult' and we don't want to lower our discourse to the level of the sandbox. It's very hard to start saying, 'Gee, you can't advertise anywhere because someone's child may see it.' "
To read more about marketing food to kids in the United States and Canada, click here.
Source: Adweek, 07/31/2008
|