Regulations in Food Advertising Lesson

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Over 60% of the food commercials kids see on TV are for unhealthy foods. Advertisers know that children watch more TV during certain hours of the day. Studies show that over 60% of the food commercials during this time, are for unhealthy foods. While the government does regulate commercials, print ads, and other types of advertising, many of these companies can get away with a lot. The Federal Trade Commission is in charge of advertising and media type relations. For years the FTC has been battling large companies in an effort to have them focus on advertising healthy foods to children. Defining 'healthy' keeps them embroiled in conflict. With the American Heart Association reporting that 32% of America's children are obese, advertising healthy items is a huge concern.

Even WalMart serves fast food, allowing patrons to eat while they shop. Individuals can buy laundry detergent and pick up a hamburger at the same time. Fast food is also served in many of America's school systems. Students are often rewarded with pizza parties. Unhealthy food plays a big role in the American lifestyle.

Types of Marketing and Facts

Television: The American Association of Pediatrics reports that children are exposed to 40,000 television commercials a year. This is the most common way that companies choose to advertise. About 43% of food commercials during Saturday morning cartoons fall into the fats, oils, and sweets category.

Magazines: Prepared foods, sugar based foods, and high salt items were heavily advertised in many youth and teen magazines.

Internet: Popups on popular sites and ads scrolling across websites make popular snack items enticing. Studies found that 8 out of 10 companies that advertise in magazines, also advertise online. They use games and other fun strategies to market their products.

Podcasts: Many companies are advertising through podcasts that can be downloaded.

Cell Phone: Texts and messages are a popular way for companies to advertise coupons and promotions with products.

Suggestions to Making the Industry Healthier

Only advertise foods that meet certain healthy criteria (Especially whole grains, fruits, vegetables, etc.)
Have the FTC take over the regulation process and administer fines and warnings to offenders.
Suggest that toy companies partner with fast food companies to market healthy eating options.
Characters and cartoon figures should be used to advertise healthy items.

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