Marketing
of Food, Alcohol and Tobacco to Young People
A BibliographY
April 2002
International Obesity Task Force
PREFACE
This bibliography can only provide a limited survey of the extensive
literature on the global marketing of food, alcohol and tobacco to young
people. Inevitably publications concerning
the United States and European markets abound although references were found on
a wide range of countries including Australia, Chile, China, Hong Kong, India,
Japan, Nepal, New Zealand, Poland, Slovakia, Slovenia, and Sri Lanka, among
others.
Specialised databases searched included Medline, SOSIG,
BIREME, EMERALD, JSTOR, INGENTA, OXLIP, BLPES, PsycINFO and
the International Bibliography of the Social Sciences, but a general search
using several internet search engines was also conducted. These are listed at
the end of the document.
This bibliography provides an alphabetical list, sub-divided
into food, alcohol and tobacco categories. An alternative format which
categorises strategies targeting young people, impact on behaviour and
counter-actions is available from the following website: http://www.iotf.org/php/.
Where applicable, web links have been included in the
references so as to facilitate the accessibility of documents. A list of
relevant web links has also been included at the end of the document.
Karin
Cerri, Neville Rigby
Public Health Policy Group / International Obesity TaskForce
tel: +44 2076911900 fax: +44 2073876033
email: obesity@iotf.org
Marketing of food, alcohol and
tobacco to young people
Bibliography (alphabetical order)
Marketing
to Young People
1.
Advertising
Education Forum (AEF). Legislative Overviews. http://www.aeforum.org
Provides legislative
overviews for a wide range of countries.
2.
Criticises
advertisements that ignore the intent of the Children’s Television Act of 1990. Reviews
evidence of impact of advertising on food consumption, as well as on cigarettes
and alcohol.
3.
Bergler R. The effects of commercial advertising on
children. European Commission, Commercial Communications Newsletter
16-17 (http://europa.eu.int/comm/internal_market/comcom/newsletter/edition16-17/page41_en.htm
Argues
that no evidence has yet been able to prove a direct link between advertising
and child or juvenile purchasing behaviour.
4.
BEUC. The
European Consumers’ Organisation. Children and
Advertising: Summary of the BEUC/CB Survey. BEUC
1996
Gives an outline of the recent
developments in marketing practices targeting children, and provides and
overview of research on the effects of advertising on children. Also reviews existing regulation on children
and advertising and comments that while there is a fair amount of regulation on
television advertising, regulation is lacking in other marketing practices,
such as advertising through schools, direct mail, clubs etc.
5.
Canadian
Advertising Foundation (CAF). The broadcast code for advertising to children. http://media-awareness.ca/eng/indus/advert/bcac.htm
CAF 1993
The code specifies that there is
to be no advertising which directly urges children to buy, or ask their parents
to buy, a product or service. It bans the use of
puppets, persons and characters well known to children to promote products,
services etc.
6.
Children’s
Advertising Review Unit. Self-Regulatory Guidelines for Children’s Advertising
(revised December 2001). Council of
Better Business Bureau, Inc. 6th edition. 2000
Aims to promote responsible
children’s advertising in the
7.
Clay,
RA. Advertising to children: Is it ethical? Monitor on Psychology, September 2000
31(8) or http://www.apa.org/monitor/sep00/advertising.html
Discusses
the ethical dimensions of psychologists using their knowledge to help marketers
target children more effectively.
8.
Commercialism
in Education Research Unit (CERU). Legislation.
http://www.asu.edu/educ/epsl/CERU/CERU_Legislation.htm, CERU 2001
Gives
an outline of US National and state specific legislation on commercialism in
schools.
9.
Consumer
This report surveyed trends in
marketing to kids and pointed to problems that should be addressed by parents,
schools, and the government. One area of greatest concern was the increasing
trend of marketers to place their messages in schools.
10. Consumers
This report follows on from the
1998 report of Selling
11. Currie C, Hurrelmann
K, Settertobulte W., Smith R., Todd J. (eds.) Health behaviour in school-aged children: a WHO Cross-national
study (HBSC) International Report. World Health Policy
Series: Health Policy for Children and Adolescents (HEPCA) Issue 1.
http://www.who.dk/document/e67880.pdf. World Health Organisation, Regional
Office for Europe 2000.
This
report provides data on child and adolescent health, and suggests health policy
initiatives around this issue
to make policies more sensitive to young people.
12. Del Valle, G An Overview
and Comparison of Rules, Regulations and Policies affecting advertising to
children in the
The four countries have very
different regulatory frameworks for television advertising to children – which
may make the development of European wide legislation difficult.
13. Del Vecchio, J. Creating
Ever-Cool: a marketer’s guide to a Kid’s Heart.
Gives
strategies for how to market most effectively to children.
14. Donnerstein E; Strasburger VC. Children, adolescents,
and the media in the 21st century: Adolesc Med;11(1):51-68,
2000 Feb.
American children and adolescents
spend an average of 3-5 hours per day with a variety of media, including
television, radio, videos, video games, and the Internet. Very little research
exists concerning adolescents' use of the Internet and the potential
behavioural impact, but many parents and professionals are concerned. Solutions
include: better programming, stricter regulation by parents, media education at
home and in schools, and greater advocacy on the part of health professionals..
15. Donnerstein E; Strasburger VC. Children, adolescents, and
the media: issues and solutions.. Pediatrics;103(1):129-39, 1999 Jan. .
This article looks at the impact
of the media on young people’s health and beahviour
in the 1990s. While focusing
specifically on violence, sex and drugs, it makes a series of recommendations
that could be applied to other areas, such as food, alcohol and tobacco.
16. European Audiovisual Observatory. Regulation on Advertising aimed at Children in EU Member States and some neighbouring
States. The legal Framework 2000.
http://www.obs.coe.int/online_publication/reports/childadv.pdf
Gives brief outlines on
regulation on advertising to children. Very useful.
17. Global Advertising Lawyers
Outlines
the new advertising regulation on television which specifies that no
advertising interruption is permitted when children's cartoons are being
broadcast.
18. Godin, S. Permission marketing: turning strangers into friends,
and friends into customers.
Argues that the features of the new media have
led to the emergence of a new marketing strategy
19. Harvey, JA.
Marketing
schools and consumer choice. The International Journal of Educational
Management, 1996, 10(4): 26-32
Marketing may be useful if
correctly applied may be beneficial rather than harmful.
20. Huston AC; Schmitt KL; Linebarger
DL; Wright JC;
Study reports on the follow-up of
570 adolescents who had been studied as pre-schoolers in one of two separate
investigations of television use. The primary goal of the study was to
determine the long-term relations between pre-school television viewing and
adolescent achievement, behaviour, and attitudes. Among other results, there
was a positive relation of total viewing to obesity for girls. Generally, the
content viewed is more important than raw amount of television viewed.
21. Independent Television Commission,
States
that it is important that “advertising should not undermine progress towards
national dietary improvement by misleading or confusing consumers or by setting
bad examples, particularly to children".
22. Lamb, J. Briefing Paper Issue: Advertising and
Children. ISBA 2002
ISBA is against any banning or
further restriction of advertising to children.
They argue that children are aware of the role of advertising, that
advertisers respect children and that restriction on TV advertising would lead
to the impoverishment of the quality and quantity of children’s TV.
23. Liebert RM, Sprafkin JN. The Early
Window: Effects of Television on
Children and Youth. 3d Ed.
Main
findings: that children under 8 years of age accept advertising claims to be
true, and that they cannot distinguish advertising
from regular television programming.
24. Macklin, MC, Carlson, L. (eds) Advertising
to Children - Concepts and Controversies,
This book provides current
issues in the field of advertising to children from a number of leading US
advertisers and academics. Topics
covered in this book include marketing on the internet, and the role of
advertising in young people's attitudes to smoking.
25. McNeal,
J. Kids as Customers: A handbook of marketing to
children.
Comprehensive review of
strategies for marketing effectively to children- provides the essential do's
and don'ts for tapping into this lucrative market.
26. McNeal JU, Yey C. Development of consumer behaviour patterns among
Chinese children. Journal of Consumer Marketing 1997 14(1):45-49
This article examines
Chinese children and their behaviour as primary consumers including their
income, spending and saving patterns.
Findings suggest that children influence around two thirds of parents'
purchases
27.
This article investigates
which individual or group of individuals has the strongest influence on
adolescent consumer purchase intentions and purchase behaviours. Compares the role of
parents and favourite entertainers and athletes.
28. McNeal, J.
Tapping
the three kids’ markets. American Demographics April 1998:
37-41.
Study finds that children’s
nagging power has increased significantly.
In 1982, children aged 4-12 influenced about $50 billion of their
parents’ purchases. By 1997, the figure
had tripled to about $188 billion.
29. Molnar A., Reaves AJ. Buy me! Buy me! The Fourth Annual Report on Trends in Schoolhouse
Commercialism Year 2000-2001.
(http://www.schoolcommercialism.org/) Commercialism in Education
Research Unit, 2001
This report finds that there is
an increasing acceptance of commercialisation in most areas of life. It identifies eight different types of
commercialisation in schools, and asks whether commercialism is becoming a
norm.
30. Molnar, A.
Giving Kids the Business: the commercialization of
This book documents the
commercial invasion of public education and explains its alarming consequences,
looking at proposals involving for-profit schools run by companies,
taxpayer-financed vouchers for private schools, market-driven charter schools,
and Channel One, a television program for schools.
31.
The entire nature of the media
system is undergoing dramatic change. Youth are embracing the new technologies
much more rapidly than adults. In addition, because of their increased spending
power, youth have become a valuable target market for advertisers. These trends
have spurred the proliferation of Web sites and other forms of new-media
content specifically designed for teens and children. The burgeoning digital
marketplace has spawned a new generation of market research companies, and
market research on children and youth is outpacing academic research on youth
and the newer media.
32.
Author notes that the interactive
properties of the internet are likely to have a strong impact on what children
value. Furthermore she notes that
advertising and marketing are quickly spreading into the ‘kids
space’ on the World Wide Web. The
chapter outlines the key features of interactive marketing and discusses their
effects on children’s media, and concludes with recommendations for policy and
research.
33. Montgomery, KC., Pasnik S. Web of deception: threats to children from online
marketing.
This report documents information
on children’s behaviour on the internet via games, surveys, prizes etc.
34. Myrvang, S. Tips for Parenting in a
commercial culture. Center
for a New American Dream (http://www.newdream.org/campaign/kids/htmlbrochure.html)
1999
Outlines the
commercial influences impacting on children, and
recommendations for action, specifically for parents.
35. Pasnik, S. Channel One Online:
Advertising not educating.
Channel One is a news bureau in
the USA that aims to inform students and teachers on current events and reaches
approximately 40% of middle and high school students. Author argues that Channel One is more like
“an advertising delivery system” than a news bureau.
36. Peppers D.,
Describes
the principle of one-to-one marketing which has been used in many commercial
web-sites targeted at children.
37. Sawicky MB, Molnar A. The Hidden Costs of
Channel One - Estimates for the Fifty States.
(http://www.uwm.edu/Dept/CACE). Center for the Analysis of Commercialism in Education, 1998
Advertising campaigns penetrate
both the physical grounds of the school and the curriculum itself, and Channel One is a prime example of the latter. This article looks at
the hidden costs of Channel One, and argues that it costs $300 million a year
of the public’s money to require students to watch Channel One’s two minutes of
advertisements. Overall, the 12 minute
programme costs American taxpayers $1.8 billion annually.
38. Thorne LeClair, D. Marketing planning and the policy environment
in the European Union. International Marketing Review, 2000,
17(3): 193-215
This article examines the
effects of government policy on marketing activities.
39. UNESCO.
International and Regional Declarations and Resolutions - Children and
Media.
(www.nordicom.gu.se/unesco/declarations.html). UNESCO, 2001
Contains
an outline of declarations and resolutions in
Marketing of Food to Young People
40. Advertising Education Forum (AEF). Children,
Diet and Advertising. 2000 http://aeforum.org/issues/Children_diet_advertising.html
Denies
the role of advertising in children’s consumption of unhealthy foods.
41. Alleman, G. Save your child from the fat epidemic.
Identifies factors behind
childhood obesity, such as marketing of unhealthy foods. Author
recommends a 7 step program designed to interest children in healthy foods and
exercise.
42.
Article looks at evidence of
negative impact of television viewing on children, such as obesity. They make a series of recommendations to
parents, to paediatricians and other health care professionals
43.
This article tries to
explain the low consumption of vegetables by Scottish children by looking at
the factors shaping their perceptions of vegetables. This article looks at the impact of a variety
of factors, including advertising. It
concludes by recommending a number of strategies to overcome the impact of some
of these factors.
44. Borzekowski DL, Robinson TN. The 30-second effect: an experiment revealing the
impact of television commercials on food preferences of pre-schoolers. J Am
Diet Assoc 2001 Jan; 101(1):42-6
Study finds that even brief
exposures to television commercials influences pre-school children’s
preferences.
45. Brownen Cramer, S. A united approach to
healthy schools. British Food Journal 1998, 100 (8):
380-384
This article looks at the
development of the Healthy Schools Award in
46. Brownlee S, Wolter
P. Supersize Country. Washington
Post,
http://www.washingtonpost.com/ac2/wp-dyn/A46634-2001Dec14?language=printer.
Article comments that food
and soft drink manufacturers have adopted the tobacco industry's mode of
marketing. Marketing strategies focus on
increasing awareness of individual responsibility for diet, rather than reducing
marketing of such foods. For example,
sugar, fast-food and soft-drink companies have launched a campaign called
"Be Active
47. Byrd-Bredbenner C., Grasso D. Trends in US prime-time
television food advertising across three decades. Nutrition
and Food Science 2000 30(2): 59-66
Concludes that for the past 30
years, food advertised on TV were mostly low nutrient density foods that are
promoted by slender, healthy actors.
48. Centers for Disease Control and Prevention (