IS FOOD BRAND ADVERTISING HARMING OUR KIDS? Those arches weren’t even golden, and I doubt at that stage that we’d ever taken him more than a couple of times to the fast food outlet that now boasts more than 160 stores in New Zealand. When I asked him where he’d seen McDonalds, he pointed at the television. “Ronald McDonald,” he said defensively, his eyebrows meeting in mock disapproval. “Make it click.” Over the two decades since, it’s clear that food branding to New Zealand kids has increased infinitely. It’s not just television ads anymore, but the internet, social media, viral marketing, celebrity endorsements, product placement, competitions and supermarket promotions, as well as smartphone ‘advergames’ with embedded brand messages and licenced characters. In fact, each year the world’s food and beverage companies spend billions on marketing and advertising their products to children and teenagers. It’s not rocket science to see many of those products are high in calories, added sugar, saturated fat and sodium. United States’ fast food restaurants alone spend around $5 billion of advertising to kids each year, and a 2013 study says children under six see nearly three adverts for fast food every day, while 12-17 year olds see nearly five daily. Ask any of those children to recall a food advert, and chances are that it won’t be one for broccoli or Brussels sprouts. Food branding is being partially blamed for the fact that New Zealand’s childhood obesity rates are third highest in the world, marginally behind Greece and Italy. On the one hand, nutrition experts say the future looks bleak – with parents outliving their fat offspring – and this country needs to get serious about protecting children from being targeted by sophisticated marketing for the very foods and beverages that are making them over-sized and unhealthy. 12 www.foodtechnology.co.nz On the other, the advertising industry says childhood obesity is a very serious health concern that needs addressing urgently, and that food marketing is not only just one contributing factor, but a small one at that. The industry looks to the US Institute of Medicine for support, which concluded a few years ago that food marketing has, at best, a ‘modest direct effect’ on food choices, preferences and behaviours of children. Branding and marketing, the New Zealand advertising industry says, are just two of more than 100 different variables for food buying. But it concedes that anyone marketing products to children that are high in fat, salt and sugar should be directed to “change tack and do something about it.” Many major food and beverage manufacturers are already headed in the right direction. No matter which side you’re on, there’s no doubt New Zealand has a battle ahead. Statistics show that 11% of Kiwi kids are clinically obese, with 30% of Pacific children and 15% of Maori children substantially bigger than they should be, and with children living in the most deprived areas five times more likely to be fat than their more well-off peers. Predictions overseas are even worse. Around one in three children are overweight or obese in the US, and companies shifting their focus to increase reach into markets not currently covered by self-regulation are concerning experts. In other words, food manufacturers are switching By Kathryn Calvert My son was just three when I first realised he was a sponge for brand marketing. Moving into a new house, he gazed fixedly at two archways flowing from the kitchen into the lounge and asked in an awed voice “Mum, are we gonna live at McDonalds?” NEW ZEALAND FOOD MARKETING TO CHILDREN* • During designated children’s time television…6.3 food ads per hour (advertising 60-70% unhealthy foods) • Sports organisation websites…17-24% had food sponsors (one third of those unhealthy foods) • Internet (food brands marketed to children)…87% avocation, 64% viral, 54% cookies • Children’s magazines… branded food references (72% unhealthy) • Promotional characters on cereal packaging…48% had characters (72% unhealthy) • School sponsorship or fundraising… 60% unhealthy foods. *University of Auckland 2015
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