Yale study — Fast food still targeting kids



A new Yale study shows that, despite some improvements, fast food restaurants are still marketing unhealthy foods to kids. /Getty Images

A new Yale study shows that, despite some improvements, fast food restaurants are still marketing unhealthy foods to kids.
/Getty Images

In 2012 the fast food industry spent $4.6 billion to advertise mostly unhealthy products, and children and teens remained key audiences for that advertising, according to a new report by the Yale Rudd Center for Food Policy & Obesity. The report highlights a few positive developments, such as healthier sides and beverages in most restaurants’ kids’ meals, but also shows that restaurants still have a long way to go to promote only healthier fast-food options to kids.

The report, “Fast Food FACTS 2013,” is a follow-up to a report released in 2010. Using the same methods, researchers examined 18 of the top fast-food restaurants in the United States and documented changes in the nutritional quality of menu items along with changes in marketing to children and teens on TV, the Internet, social media, and mobile devices.

Detailed findings of the report will be presented Nov. 5 at the American Public Health Association’s annual meeting in Boston. The report was supported by a grant from the Robert Wood Johnson Foundation.

Key findings include:

  • Children ages 6 to 11 saw 10 percent fewer TV ads for fast food, but children and teens continued to see three to five fast food ads on TV every day;
  • Healthier kids’ meals were advertised by a few restaurants, but they represent only one-quarter of fast-food ads viewed by children;
  • Less than 1 percent of kids’ meals combinations at restaurants meet nutrition standards recommended by experts, and just 3 percent meet the industry’s own Children’s Food and Beverage Advertising Initiative and Kids LiveWell nutrition standards;
  • Spanish-language advertising to Hispanic preschoolers, a population at high risk for obesity, increased by 16 percent;
  • Fast food marketing via social media and mobile devices — media that are popular with teens — grew exponentially.

The authors recommend that restaurants apply nutrition standards to all kids’ meals and automatically provide healthy sides and beverages. They also should stop marketing their least healthy items to children and teens in ways that take advantage of their vulnerabilities, added the researchers.

The full report and tools for consumers and researchers are available at fastfoodmarketing.org. Follow the Rudd Center on Twitter at @YaleRuddCenter #fastfoodfacts.

Amanda Cuda

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2 Responses

  1. I think that the reasoning behind the marketing being targeted at the children is that it is not sold as a “nutritious meal” for the child, but is aimed at the parent who will be pestered by the child to buy it, or is motivated by guilt. It is passing itself off, usually as a cinematic tie-in, that will make the child happy. What adult won’t go for that?

    Dr. Neil Stirling MB ChB

  2. cantafford says:

    Really? You dont need a study to figure that out. Toys with kids meal…….