Future of Food Advertising
The future of advertising, particularly as it pertains to food, and targeting children, is rapidly changing. Our society is demanding a shift in the ways that products are marketed. From junk food ad bans on public transport in London, to increased education on manipulative advertising practices, change is rippling through the industry. A significant factor in this evolution is pressure from parents on food companies and advertising firms to change their harmful practices. Consumers have a vast amount of power in the market due to their high levels of brand loyalty. This incentivizes companies to cater to this market segment’s needs as they are likely to become valuable, repeat shoppers for life if they are satisfied with the brand’s offering. Several solutions have been created, at varying levels of efficacy. However, there are still countless questions facing modern consumers and parents on this issue. Should food advertising to children still be allowed? What are viable solutions to this issue?
This YouTube video illustrates the effects of advertising on children, honing in on the fact that it conditions them to be more materialistic. Corporations frequently view children as a susceptible market segment, nothing more than simple consumers. In actuality, children are easily influenced by the messages onscreen. The video highlights the work of CCFC, Campaign for a Commercial-Free Childhood, in their efforts to reduce screen time and ad exposure to kids. An alarming 98 percent of TV food ads are for junk food, in turn increasing the amount of junk food children consume, leading to higher risks of obesity and other health complications. According to CCFC’s website, the organization frequently petitions the Federal Trade Commission and the Federal Communications Commission to strengthen regulations concerning advertising to children.
The podcast Stuff You Should Know discusses how easily children are influenced by advertising and if advertisers should still be allowed to target them. The podcasters emphasize that young children cannot even distinguish between advertising and regular programming. In addition to ads, exposure to product placement in television and movies is priming children to positively view certain junk foods. McDonald’s is repeatedly highlighted for their Happy Meal offering, intended to sell fast food to children. The hosts emphasize that parental involvement in children’s media viewing can combat kid’s absorption of advertising.
Data indicates that McDonald’s is by far the most frequently seen fast food advertiser amongst children. This emphasizes the strength of Happy Meal advertisements and how easily they influence children’s desire for junk food.
This reddit thread is an example of some of the public opinion that exists surrounding the issue. While many individuals see the harm in ads geared towards kids, just as many feel that ads are not to blame. A significant amount of blame is placed on parents and caregivers. However, this directly contradicts current research that directly links the amount of junk food ads a child views with the amount of junk food they consume. A key element in the battle against manipulative advertising practices and childhood obesity is widespread education on the issue.
This McDonald’s Happy Meal ad is just one example of the marketing that targets children. It references the recent release of the movie, The Lion King, and displays toys that come with the meal. Both of these elements are highly attractive to children, who will then associate the joy that the movie and the toys bring them with a McDonald’s Happy Meal. While the narrator in the ad mentions healthier options, such as milk and apple slices, chicken nuggets and french fries are clearly visible on the table. Just because healthy options exist, does not mean parents are choosing these for their kids, or even know that they are available. An article from NPR references a study from the UConn Rudd Center for Food Policy and Obesity which found that healthy sides for kid’s meals were only purchased 50 percent of the time. This is actually a significant decrease from 67 percent just three years earlier.
Innovations in reducing children’s exposure to marketing content includes the launch of YouTube Kids, an offshoot of the video platform that restricts viewers to only child-friendly content. Recent articles reveal that while the videos themselves may be safe for kids, harmful ads marketing junk food and other products are still airing on the platform. This is just one example of an imperfect solution to a growing issue.
The article focuses on teaching teens and kids about the manipulative tactics used by many fast food companies to entice consumers into buying their products. A study from Nature Human Behavior suggests that educating children and adolescents on the approaches of advertising campaigns can better equip them to resist these alluring ads. An interactive method of teaching was used, encouraging kids to replace promotional text and images with the truth. For example, on a Sprite ad featuring Drake, kids added text that read “he’s doing it for the money,” to illustrate the fact that most celebrities do not even consume the products they endorse.
Another example of an educational tool used to teach children about the influences of advertising and the harm it can do. By creating targeted ads for other children in their age group, children learn how to identify different marketing techniques.
The future of advertising is anticipated to change greatly in a more digitally-conscious society. Privacy concerns and regulations are becoming extremely important to modern internet users. This is forcing advertisers to adapt their methods of digital targeting, driving firms towards strengthening CRM platforms and focusing on consumer consent of data tracking. Perhaps food advertising practices will follow suit, with consumer demands and ethical controversy guiding advertising practices to remove children as a target market segment.
London recently banned junk food ads on public transportation in light of the obesity epidemic. This move will be helpful to determine whether ad bans are a viable solution to the issue. The ban has only been in place for a few months, so it is impossible to predict long-term solutions at such an early stage. While supporters remain optimistic, there have already been a few setbacks in the campaign. The specific language of the regulations prohibit advertising foods with high fat, salt, and sugar content, but companies have been skirting the rules, promoting their healthier offerings while still slapping their iconic branding on the ads. Additionally, the potential loss of revenue from advertisers could lead to higher transportation fares for commuters.
It’s clear that there is no one solution to this issue. Food advertising is a complex, vast topic that reaches into public health, parenting, consumer behavior, and countless other sub-genres. However, we do know that it is generally detrimental to the health and wellbeing of our children. The responsibility rests on consumers to advocate for children and push back against harmful advertising practices. As our culture continues to evolve and grow, so too will advertising in order to reflect culture back on itself .Just as greater privacy measures were demanded, fewer targeted ads to children can also be demanded. Today’s parents are in a prime position to push back on exposure to harmful marketing practices and educate their children on proper nutrition. While current solutions to the crisis are far from perfect, they are a step in the right direction.
