Marketing foods to children and adolescents: licensed characters and other promotions on packaged foods in the supermarket

Objective: To analyse cross-promotions targeted to children and adolescents on packaging in the supermarket. Design: On three occasions from 2006 to 2008, researchers purchased all foods in a large supermarket that included a cross-promotion on the package. A total of 397 products were categorized by promotional partner, food category, targeted age group, promotion type product nutrition, and company policies on marketing to children. Results: The number of products with youth-oriented cross-promotions increased by 78% during the period examined. Overall, 71% of cross-promotions involved third-party licensed characters and 57% appealed primarily to children under 12 years of age; however, the Use of other forms of promotions increased from 5% of the total in 2006 to 53% in 2008, and promotions targeting pre-school and general audiences increased from 23% to 54% of the total. Only 18% of products met accepted nutrition standards for foods sold to youth and nutritional quality declined during the period examined. Food manufacturers with policies limiting marketing to children represented 65% of all youth-oriented cross-promotions, their use of cross-promotions increased significantly, and the nutritional quality of their products did not improve. Some media companies did reduce the use of their properties on food promotions. Conclusions: Overall, the supermarket environment worsened due to an increase in cross-promotions targeted to children and adolescents and a decline in the nutritional quality Of these products. This analysis failed to find improvements in food marketing to youth and highlights the need to expand current industry self-regulatory pledges.