The food industry targets children with marketing in a variety of settings including television, the Internet, online games, sports/concert sponsorships, through kids ‘ apps, on children’s clothing, via branded toys, and through fast food toy giveaways.
Companies market food to children on television, on the radio, on the Internet, in magazines, through product placement in movies and video games, in schools, on product packages, as toys, on clothing and other merchandise, and almost anywhere where a logo or product image can be shown.
Junk food marketing to children encourages children to choose unhealthy products and undermines healthy eating messages. Children need to be protected from such marketing by a 9pm watershed on TV advertising and similar controls on non-broadcast types of marketing , including websites, sponsorship and promotions.
Protecting Children From Danger Marketing to children is not a bad thing. It’s how toys get sold, games get played, and it’s a part of the economy. If your target market is kids , though, it is your responsibility to keep them safe.
Young men are particularly big users, with 46.5% of men 20 to 39 eating fast food, compared to 43.3% of women the same age. When broken down by race, African-Americans (42.4%) and whites (37.6%) ate fast food most often. By comparison, 30.6% of Asians use fast food on any given day, and 35.5% of Hispanics do.
Burger King’s target audience is males, aged 18 to 35 who eat fast-food 9 to 16 times per month.
Fast food marketers target children, teens , black youth , and Hispanic youth with advertising. Targeted marketing content is designed to appeal specifically to them, or fast food companies place ads in media that they are more likely to see.
Food industry advertising that targets children and youth has been linked to the increase of childhood obesity. Advertising by other industries often objectifies girls and women, contributing to body dissatisfaction, eating disorders, low self-esteem and depression.
Fast food companies use direct mail to send customers and potential customers promotions for their products. When customers bring their coupons into the locations, fast food restaurants can track which area codes bring in the most clientele and what the customers buy.
Eating junk food on a regular basis can lead to an increased risk of obesity and chronic diseases like cardiovascular disease, type 2 diabetes, non-alcoholic fatty liver disease and some cancers. We know Australian’s eat too much junk food . 35% of adults’ daily energy intake (kilojoules) comes from junk food .
In the United States, fast food revenues hit $200 billion in 2015, a staggering climb over the $6 billion in revenues in 1970, according to an industry analysis by FranchiseHelp.com. That equates to about $625 per person in the country spent at fast food restaurants for the year.
Food , beverage and restaurant companies spend almost $14 billion per year on advertising in the United States (Rudd Center 2017 analysis of Nielsen data). More than 80% of this advertising promotes fast food , sugary drinks, candy, and unhealthy snacks.
Savvy marketers know that brand loyalty and consumer habits form when children are young, and that they have real staying power. Because it’s easier to shape future buyers than it is to convert customers who buy from competitors, marketers are wise to foster a relationship with consumers from a young age.
Companies must get the consumer’s attention. Children get sent into the battle between companies and their consumers. Marketing to children does more harm than good. Children’s minds are still maturing, which keeps them from understanding what companies are doing to make their advertisements appealing.