A Comprehensive Study Reports that Fast-food Companies Aggressively Target Kids
Posted by Grace Soong on Thursday, October 6, 2011
Under: restaurants
Teenagers and children view significantly more ads for fast food than same-aged children did in 2003. This is based on a year-long study which analyzed data on the nutritional value of food and the media exposure conducted by members of the Yale Rudd Center for Food Policy and Obesity.
Findings of the research are available online at Fast Food FACTS. The report suggests that fast-food companies are increasing efforts to market unhealthy meal options to children, without equally promoting healthy choices.
Jennifer Harris, the lead study author says, "What we found in the marketing data is a staggering amount of fast-food advertising that starts when children are as young as two years old," She noted that the fast-food industry spent $4.2 billion on advertising in 2009. According to their study, 40% of preschoolers ask to go to McDonald's weekly, and 15% ask to go daily which demonstrates that the increase in those numbers from 2003 indicates a correlation between fast-food marketing efforts and the attitudes of children towards this type of food.
According to the researchers, 1/3 of American children eat fast food every day. This makes up approximately 17% of their daily calorie intake.
Marlene Schwartz, one of the study's co-authors said, "Eating at fast food restaurants is ingrained in our culture. That's why the nutritional quality of these meals is so important."
According to Harris, children believe that fast-food is "normal and expected." she also pointed out that aggressive marketing is the reason for this behavior.
Fast-food companies that were analyzed for this study did have healthier options. However, these are not promoted to children even inside the store. The researchers sent "mystery diners" into the restaurants, and in 80% of cases the diners were automatically given fries and soda to go with meals, whereas, healthier choices were not offered.
Schwartz also noted that today's parents are the first to have been raised with fast-food advertisements. This exposure has led parents to believe that fast-food is normal.
Another disturbing item from the study is that fast-food marketing targets minorities. African American teens and children, for instance, saw 50% more fast-food T.V. ads and more internet and website ads in 2009 than did their white counterparts.
Authors of the study hope that these studies will provoke new strategies for the restaurants, rather than just promoting education which "does not seem to be working".
Harris advises parents how to handle this alarming increase by "...control(ing) what kids are seeing...turn off the TV. No matter what's on, you're going to see a lot of fast food ads."
Better yet, save up you fast-food dollars and attend "A Taste of Pittsford's" fund raising event on March 12, 2012.; Not only will your $45 allow you to sample gourmet dishes from the top chefs in Rochester, but you'll also get to taste wine and spirits from the best wineries in the Finger Lakes. You'll also have the satisfaction that your contribution will help put dictionaries in 3rd grader's back-packs this year.
Findings of the research are available online at Fast Food FACTS. The report suggests that fast-food companies are increasing efforts to market unhealthy meal options to children, without equally promoting healthy choices.
Jennifer Harris, the lead study author says, "What we found in the marketing data is a staggering amount of fast-food advertising that starts when children are as young as two years old," She noted that the fast-food industry spent $4.2 billion on advertising in 2009. According to their study, 40% of preschoolers ask to go to McDonald's weekly, and 15% ask to go daily which demonstrates that the increase in those numbers from 2003 indicates a correlation between fast-food marketing efforts and the attitudes of children towards this type of food.
According to the researchers, 1/3 of American children eat fast food every day. This makes up approximately 17% of their daily calorie intake.
Marlene Schwartz, one of the study's co-authors said, "Eating at fast food restaurants is ingrained in our culture. That's why the nutritional quality of these meals is so important."
According to Harris, children believe that fast-food is "normal and expected." she also pointed out that aggressive marketing is the reason for this behavior.
Fast-food companies that were analyzed for this study did have healthier options. However, these are not promoted to children even inside the store. The researchers sent "mystery diners" into the restaurants, and in 80% of cases the diners were automatically given fries and soda to go with meals, whereas, healthier choices were not offered.
Schwartz also noted that today's parents are the first to have been raised with fast-food advertisements. This exposure has led parents to believe that fast-food is normal.
Another disturbing item from the study is that fast-food marketing targets minorities. African American teens and children, for instance, saw 50% more fast-food T.V. ads and more internet and website ads in 2009 than did their white counterparts.
Authors of the study hope that these studies will provoke new strategies for the restaurants, rather than just promoting education which "does not seem to be working".
Harris advises parents how to handle this alarming increase by "...control(ing) what kids are seeing...turn off the TV. No matter what's on, you're going to see a lot of fast food ads."
Better yet, save up you fast-food dollars and attend "A Taste of Pittsford's" fund raising event on March 12, 2012.; Not only will your $45 allow you to sample gourmet dishes from the top chefs in Rochester, but you'll also get to taste wine and spirits from the best wineries in the Finger Lakes. You'll also have the satisfaction that your contribution will help put dictionaries in 3rd grader's back-packs this year.
In : restaurants