- Slides: 14
The power of marketing & obesity by Darshanee Amlani & Valentina M. Mueller
The problem: Childhood Obesity ● ● ● WHO: childhood obesity = one of most serious public health challenges of 21 st century In 2010: WHO estimated 42 million children <5 y who are overweight Obese children > obese adults > increased risk of CVD, DM etc.
Why is nutrition a focus? ● ● an adaptable part of a multifactorial problem change in eating habits, portion size, fashions… energy intake > energy expenditure WE have the power over it - or do we. . ?
Documentary ‘What the health’
‘Classic techniques’ to engage/ persuade children to eat unhealthy food - - emotions & feelings (fun, humor, happiness, success, winning, popularity) Production techniques (animation, magic, catchy jingles & songs) Premium offers (give-aways, competition & prizes) Product endorsement by celebrities & children’s characters
In-School Advertising Several forms: - - direct advertising in school classrooms (via advertiser-sponsored video programming) indirect (via corporate-sponsored educational materials) product sales contracts school-based corporate-sponsored marketing research ads on school buses, in bathroom stalls
Pester Power = children influencing their parent's buying decisions - persistence nagging importance nagging
American Psychological Association
Do you think banning junk food ads would have any value?
What is being done ● ● UK: sugar tax in 2018, healthier school meals, tougher restrictions on tv and social media 'junk food' ads Canada (Quebec): has banned food ads aimed at under-13 s since 1980; has lowest rate of childhood obesity in Canada France: Soda tax has seen sales fall, now considering tax on fatty foods General changes worldwide: restrictions on advertising, improved nutrition labelling. . . BUT is this enough? and don't food companies just find other ways?
Other suggestions - Parenting Education: Influencing Children’s thinking Fat taxes? Requirement to include health information on alcohol & junk food advertising Statutory regulation - Limit( type of food, places, times, techniques) Prohibit Reduce incentives (taxes on advertising)
Sources ● ● ● https: //www. aph. gov. au/About_Parliament/Parliamentary_Departments/Parliamentary_ Library/pubs/rp/rp 1011/11 rp 09 http: //www. apa. org/topics/kids-media/food. aspx https: //youtu. be/o-MYKsuz. Sf. Y https: //youtu. be/0 bop 3 D 7 -d. DM http: //www. commercialfreechildhood. org https: //www. youtube. com/watch? v=Wpg 0 Sv. TYLA 4
Thanks for your attention : )