The amount of money that the food industry spends on advertising geared toward children is astonishing. Some estimate the number runs close to $15 billion a year. It's hard not to turn on the TV or go to the grocery store without seeing animated characters, toys, or partnerships with the hottest kids' movie. This is obviously done to draw their attention and create an emotional connection to the product and brand, preferably for life.
Advertisers focus on marketing to children for a variety of reasons. First, they influence purchasing decisions today, mainly through nagging and temper tantrums. There is also a long-term component to this strategy, brand building and customer loyalty. One day, these children will be buying for themselves, and eventually, their own kids. Children see, on average, 15 food-based commercials daily, according to KFF.org. Consider that over an entire childhood, the amount of advertisements will total in the tens of thousands, assuming the aforementioned averages.
I looked at some processed-food packaging in the grocery store this morning in anticipation of writing this article. The first thing you notice when you look at any food product packaging, targeted to children or not, is that the marketing claims and labels are on the front of the package and substantially larger than the actual ingredients, which are never on the front, but on the side, back, or bottom.
As it pertains to children-focused marketing, it doesn't take long to notice that the movie character (always on the front) is huge while the actual food product is off to the side or corner, if it is even there at all. It is also important to note that the actual pictures of the food are often doctored or at least photographers spend hours framing the product in the best light possible. Your frozen lasagna is not going to look that good, "fresh" out of the microwave.
Children are easily influenced by a wide variety of things, including advertising. Did you ever see how glued they are to the TV? When they are in this state, their brains are usually in the alpha state, which is the same frequency hypnotists use to plant suggestions in your mind when someone wants to quit smoking or lose weight. So not only are these kids being influenced many times a day, but they are in highly susceptible states, which allows the message to sink right in. I believe the responsibility of a child's health rests with his or her parents, however, these practices need to be exposed.
So if you're a parent, what can you do? First, shop at healthier locales like Whole Foods or Trader Joe's where the products are cleaner and the marketing to children is toned down as the focus is on the health of the product. Also, consider limiting TV to commercial-free stations or those who have committed to holding advertisers to high standards, given the child audience. You also must instill in your child healthy eating habits. Teach them the importance of fruits and vegetables, and the positive benefits they bring. Make them aware of the shortcomings of processed foods. With some children seeing thousands of food adds a year, you have to start early and repeat often.
Advertisers focus on marketing to children for a variety of reasons. First, they influence purchasing decisions today, mainly through nagging and temper tantrums. There is also a long-term component to this strategy, brand building and customer loyalty. One day, these children will be buying for themselves, and eventually, their own kids. Children see, on average, 15 food-based commercials daily, according to KFF.org. Consider that over an entire childhood, the amount of advertisements will total in the tens of thousands, assuming the aforementioned averages.
I looked at some processed-food packaging in the grocery store this morning in anticipation of writing this article. The first thing you notice when you look at any food product packaging, targeted to children or not, is that the marketing claims and labels are on the front of the package and substantially larger than the actual ingredients, which are never on the front, but on the side, back, or bottom.
As it pertains to children-focused marketing, it doesn't take long to notice that the movie character (always on the front) is huge while the actual food product is off to the side or corner, if it is even there at all. It is also important to note that the actual pictures of the food are often doctored or at least photographers spend hours framing the product in the best light possible. Your frozen lasagna is not going to look that good, "fresh" out of the microwave.
Children are easily influenced by a wide variety of things, including advertising. Did you ever see how glued they are to the TV? When they are in this state, their brains are usually in the alpha state, which is the same frequency hypnotists use to plant suggestions in your mind when someone wants to quit smoking or lose weight. So not only are these kids being influenced many times a day, but they are in highly susceptible states, which allows the message to sink right in. I believe the responsibility of a child's health rests with his or her parents, however, these practices need to be exposed.
So if you're a parent, what can you do? First, shop at healthier locales like Whole Foods or Trader Joe's where the products are cleaner and the marketing to children is toned down as the focus is on the health of the product. Also, consider limiting TV to commercial-free stations or those who have committed to holding advertisers to high standards, given the child audience. You also must instill in your child healthy eating habits. Teach them the importance of fruits and vegetables, and the positive benefits they bring. Make them aware of the shortcomings of processed foods. With some children seeing thousands of food adds a year, you have to start early and repeat often.
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Please see my website for more information at food labels or my blog at dangerous food additives
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