Almost two-thirds (60%) of overweight children have at least one cardiovascular risk factor (e.g., hypertension, hyperlipidemia) and the prevalence of type 2 diabetes mellitus is increasing in youth. Currently 15% of US youth are overweight, a prevalence nearly twice as high in children and three times as high in adolescents compared to 1980 prevalence rates. The growing epidemic of childhood overweight and obesity is a major public health concern. American children now obtain over 50% of their calories from fat or added sugar (32% and 20%, respectively).
Children and adolescents are eating more food away from home, drinking more soft drinks, and snacking more frequently. In addition, US food consumption trend data show a shift over the past few decades. Numerous studies have consistently documented that dietary intake patterns of American children and adolescents are poor and do not meet national dietary goals. Further, eating behaviors established during childhood track into adulthood and contribute to long-term health and chronic disease risk. Nutrition during childhood and adolescence is essential for growth and development, health and well-being. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies.
Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force.
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