The Institute of Medicine released a report on Tuesday that takes the food marketing peeps to task for their less than productive way in encouraging kids to eat well. In fact, the report says that Food and beverage marketers do the exact opposite, by stating that “there is strong evidence that exposure to television advertising is associated
with adiposity in children ages 2–-11 years and teens ages 12–-18 years.” An Ad Age report (BS login required) on the study likens it to the watershed 1964 Surgeon General’s report on tobacco.
Alas, no one else seems to think so, as I couldn’t find another news organization who picked this up.UPDATE The AP Wire service has picked up the story, so this story is now making its way across the internet.
Lucky for y’all that I happened to upload the report to my server here, so you don’t have to go looking for it. If this kind of thing is your bag, read the report and draw your conclusions.
I will tell you my favorite parts:
- Along with many other intersecting factors, food and beverage marketing influences the
diets and health prospects of children and youth.
- Food and beverage marketing practices geared to children and youth are out of balance
with healthful diets and contribute to an environment that puts their health at risk.
- Food and beverage companies, restaurants, and marketers have underutilized potential
to devote creativity and resources to develop and promote food, beverages, and meals
that support healthful diets for children and youth.
- Achieving healthful diets for children and youth will require sustained, multisectoral,
and integrated efforts that include industry leadership and initiative.
- Public policy programs and incentives do not currently have the support or authority to
address many of the current and emerging marketing practices that influence the diets of
children and youth.
I’m still, um, digesting the contents of this report, and will follow up in a bit.