Teleconference Centers for Disease Control and Prevention J. Michael McGinnis, MD, MPP March 9, 2006

1. TeleconferenceCenters for Disease Control and PreventionJ. Michael McGinnis, MD, MPPMarch 9, 2006

2. Report Origin Congressional request to CDC 18- month study Joint project of the IOM’s Food and Nutrition Board and Board on Children, Youth, and Families Study Process Review evidence food and beverage marketing impact on diet and health of children and youth Consider marketing approaches to promote healthful diets Background and Process

3. J. Michael McGinnis(Chair), Institute of Medicine Daniel Anderson, University of Massachusetts, Amherst J. Howard Beales III, George Washington University David Britt, Sesame Workshop (retired) Sandra Calvert, Georgetown University Keith Darcy, Ethics Officer Association Aimee Dorr, University of California, Los Angeles Lloyd Kolbe, University of Indiana Dale Kunkel, University of Arizona Paul Kurnit, Kurnit Communications & KidShop Robert Post, Yale Law School Richard Scheines, Carnegie Mellon University Frances Seligson, Pennsylvania State University Mary Story, University of Minnesota, Minneapolis Ellen Wartella, University of California, Riverside Jerome Williams, University of Texas, Austin Co-study Directors: Jennifer Gootman and Vivica Kraak Committee on Food Marketing and the Diets of Children and Youth

4. Report Contents • Executive Summary • Chapter 1: Setting the Stage • Chapter 2: Health, Diet, and Eating Patterns of Children and Youth • Chapter 3: Factors Shaping Food and Beverage Consumption of Children and Youth • Chapter 4: Food and Beverage Marketing to Children and Youth • Chapter 5: Influence of Marketing on the Diets and Diet-Related Health of Children and Youth • Chapter 6: Public Policy Issues in Food and Beverage Marketing to Children and Youth • Chapter 7: Findings, Recommendations, Next Steps

5. Health Trends • Tripling of obesity in 30 years—now at 16 % • More than 9 million U.S. children and youth are overweight • 15% are at risk for becoming obese • Doubling of type 2 diabetes among children over past decade • 1 million 12- to 19-year-olds have metabolic syndrome

6. Trends in Diet and Eating Patterns • Whole Grains • Fruits • Vegetables • Potassium • Fiber • Magnesium • Vitamin E • Milk

7. Influences on the Diets and Related Health Outcomes of Children and Youth

8. Marketing Landscape: Key Terms • Marketing involves: • Conducting marketing research • Defining the target market • Analyzing competition • Implementing basic processes that constitute the marketing mix or drivers of business • Key components of marketing strategy: • Product • Place • Price • Promotion

9. Marketing Landscape • How food & beverage companies spend their marketing budgets • Advertising (20%) • Consumer promotion (25%) • Trade promotion (55%) GMA Forum, 2005. Cannondale Trade Promotion Study 2005. Saying No to the Status Quo. Second Quarter. Pp. 72-82.

10. Marketing Landscape: Trends • Young peoples’ discretionary income is growing: direct purchases (more than $200 billion) and purchase influence ($500 billion). • Estimated more than $10 billion is spent annually to market food, beverage, restaurant products to young consumers. • More growth in food and beverage products targeted to children and youth, 1994-2004, when compared to total market.

11. Growth in New Food Products Targeted to U.S. Children and Youth 1994 to 2004 New products targeted to total market New products targeted to children & youth Source: Williams J. 2005b. Product Proliferation Analysis for New Food and Beverage Products Targeted to Children, 1994–2004. University of Texas at Austin Working Paper.

12. Marketing Strategies • Many venues • Schools, grocery stores, malls, theaters, sporting events, child care • Many media vehicles • Broadcast and print media, Internet, videogames, cell phones • School-based marketing practices • Product sales, direct and indirect advertising, marketing research

13. Marketing Techniques • Many techniques • Product appeals (e.g., packaging, flavor, texture, fun) • Branded spokescharacters • Character merchandising, co-branding, cross-promotions • Celebrity endorsement • Premiums and premium advertising • Mobile marketing • Viral marketing • Product placement across multiple media platforms • Movement toward integrated marketing

15. Evidence Review • Multiple sources of evidence • Peer-reviewed literature • Disciplined process to gather, classify, interpret scientific literature. • Among 200 articles, 123 met standards of evidence review. • Industry and marketing sources • Articles, trade journals, popular magazines, books, company websites, annual reports, news releases.

16. Diet -- -Related Diet Health Outcomes Short- - TermConsumption Adiposity, Other Usual Dietary Intake Moderators Age, SES, Gender, Race/Ethnicity Causal Framework Used for the Systematic Evidence Review Marketing Mediators/Precursors Food & Beverage Product, Place, Preferences, Beliefs, Price, Promotion Purchase Requests

17. Findings • Distributed throughout the report • Summary of key findings: • There is strong evidence of a causal relationship between television advertising and the food and beverage preferences, requests, and choices of children. • The foods and beverages marketed to children and youth are disproportionately high in calories and/or low in nutrients, and out of balance with might be considered healthful diets. • Marketing approaches span include a broad, complex, and sophisticated set of strategies and activities, reaching far beyond the use of advertising on children’s television. • Industry and marketers have underutilized potential to devote creativity and resources to develop and promote foods, beverages, and meals that support healthful diets. • The turnaround required for healthful diets among children and youth will require sustained, multisectoral and integrated efforts that include industry leadership and initiative. • Public policy programs and incentives do not yet have the support or authority to address many of the current and emerging marketing practices that influence the diets of children and youth.

18. 10 Recommendations • Food and Beverage Companies • Restaurant Chains • Trade Associations • Marketing Practice Standards • Media and Entertainment Industry • Parents, Caregivers Social Marketing • School Environment • Government and Public Policy • Research • Monitoring Progress

19. For more information. . . Read about project and download fact sheets at www.iom.edu Buy the book – www.nap.edu Read the book online – www.nap.edu Download the executive summary free . . .

21. Evidence Review Findings Literature supported relationships among marketing (TV advertising), dietary precursors, diets, diet-related health, and body fatness. With respect to dietary precursors: • Strong evidence that television advertising influences food and beverage preferences and purchase requests of children ages 2–11 years. With respect to diets: • Strong evidence that television advertising influences short-term consumption of children ages 2–11 years.

22. Evidence Review Findings With respect to diet-related health: • Food and beverage advertising on television is associated with body fatness of children and youth. • Strong evidence associated with adiposity in children ages 2–11 years and teens ages 12–18 years.