Institute of Medicine Report: Food Marketing to Children and Youth is a Threat to Long-term Health

Strategic Insights -

The Institute of Medicine of the National Academies released a report on December 6, 2005, concluding that food marketing practices geared towards children and youth are out of balance with healthful diets and contribute to an environment that puts their health at risk. The report, "Food Marketing to Children and Youth: Threat or Opportunity?", highlights the influence of food and beverage marketing on the diets and health prospects of children and youth. The committee found that television advertising influences what children eat and drink, at least in the short term, and that the evidence on whether television advertising affects children's long-term consumption habits is limited.

Key Takeaways:

  • The Institute of Medicine report found that companies spent an estimated $10 billion to market foods, beverages, and meals to U.S. children in 2004.
  • The report concluded that television advertising influences what children eat and drink, at least in the short term, and that the evidence on whether television advertising affects children's long-term consumption habits is limited.
  • The committee found a strong statistical association between ad viewing and obesity, but the available studies are too limited to conclude a direct causal relationship.
  • The report called for a host of improvements in the marketing practices of food and beverage companies, including offering more nutritious products and enforcing standards for marketing to children.
  • The committee also called for government and private sector initiatives to promote healthier diets and designating a government agency to monitor the nation's progress.

Statistics:

  • Companies spent an estimated $10 billion to market foods, beverages, and meals to U.S. children in 2004.
  • The report concludes that television advertising influences what children eat and drink, at least in the short term, with a strong statistical association between ad viewing and obesity.
  • 71% of food products marketed to children are high in saturated fats, added sugars, high-fructose corn syrup, and sodium.
  • Food and beverage companies alone spend over $15 billion on advertising each year.

Sources:

  • Institute of Medicine, National Academies. (2005). "Food Marketing to Children and Youth: Threat or Opportunity?" National Academies Press.
  • Center for Consumer Freedom (CCF). (2005). Press Release: IOM Report Fails to Find Cause-And-Effect Link Between Advertising and Childhood Obesity. (Source: original report)
  • Center for Consumer Freedom (CCF). (2005). Statement by Justin Wilson, Analyst, "Chutzpah Alert: Regulate Without Proof." (Source: original report)
  • Grocery Manufacturers Association. (2005). Response to Institute of Medicine Report, "Food Marketing to Children and Youth: Threat or Opportunity?" (Source: original report)