WeKnowDieting.com’s Blog

It seems that since the battle of the bulge is making its way down to the younger generations, the battle over marketing “unhealthy” foods is raging as well. The NY TImes reports that the Federal Trade Commission is keeping its eye on the striking amounts of money companies are throwing towards marketing to children and teens. However, a self-regulating conglomerate of 14 big-name food corporations claims that they are making strides in the right direction.

The goal of the major food companies is to fend off government regulation of marketing to children, which is obviously in their best interests. Most of the marketing efforts are focused on television commercials. In order to accomplish the goal of alleviating regulation F.T. C. pressures, companies have vowed to promote only what they refer to as “better-for-you” products to children and teens. Notice that they don’t pretend to claim that these products are “good” for you, but they are at least making an attempt to either shape up current products that are wholly unhealthy (like Apple Jacks, Froot Loops, and Corn Pops, which have all undergone a transformation recently) or market them to other audiences.

So, what are the main problems with the current state of this arrangement?

* As we already mentioned, companies are looking to market “better-for-you” products, but in a self-regulating group, guess who determines what’s best? That’s right, it’s up to the company to determine which products meet their “healthier” standards and which products must be marketed to older audiences.

* There is also disension over what constitutes “children’s” marketing, with companies defining children’s marketing as commercials with anywhere from 25-50% of the actors under 12.

* Marketing toward children only applies during children’s programming, despite the fact that droves are children are now watching prime time shows like American Idol or Dancing with the Stars.

* Current marketing numbers suggest that $870 million is geared toward children under 12, while $1 billion is directed at teenagers. Even if advertising “better-for-you” foods, this is a lot of information being directed toward a population largely unable to make healthy decisions for themselves.

* Finally, companies have to market their products to someone. So, if they do end up pulling marketing from children’s programming, there’s a good chance they’ll be aiming the same products at moms instead.

Despite all of the problems, the F.T.C. did applaud the efforts of the major companies - including names like Kellogs, Coca-Cola, Hershey, Kraft Foods, Unilever, Burger King, McDonald’s, Cadbury Adams, PepsiCo and General Mills. They have made a number of strides in the right direction, but few critics believe it will be enough. When you’re talking about the health - and life - of a child, big business shouldn’t win.