Food Advertising and Marketing Directed at Children and Adolescents in the US

TLDR

The food and beverage industry targets children and adolescents as a major market force, using intense marketing to promote high‑sugar and high‑fat products that conflict with national dietary guidelines. The article examines the marketing channels used to target youth, their impact on eating behavior, and current regulation and policies. Multiple channels—television, in‑school marketing, product placements, kids clubs, the Internet, branded toys, and cross‑selling promotions—are employed from toddler age to shape brand loyalty and influence food choices.

Abstract

In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies.