ANA Acts: Touts Decline In Food Ads, Pledges Support Of Healthier Fare
The ANA and the Grocery Manufacturers Association/Food Products Association said there was an 8.5% decrease in food advertising targeted to kids 2-11 between 2004 and 2006. In the nine previous years--1993 through 2004--the ANA says there was a 13.5% decrease of food advertising targeted to this demo.
Overall, the ANA computes there has been a 22% decline in food, beverage and restaurant ads seen on TV by the average child during the past 12 years.
The ANA says this finding helps bolster the FTC recommendations issued in May 2006, which included pushing for the introduction of 10,000 new healthy food products, representing approximately $250 billion in annual U.S. food and beverage industry sales.
This shift is part of a voluntary pledge by 11 major food companies--which represent more than two-thirds of children's food TV advertising--to devote at least half their advertising to healthier foods.
Those companies include General Mills, Campbell Soup Co., Kellogg, Kraft Foods, Coca-Cola, Mars/Masterfoods, Hershey Foods, Unilever and Cadbury Adams. But not--so far--companies like Burger King, ConAgra, Nestle and Chuck E. Cheese.
Advertisers also said they would refrain from using license entertainment characters in these advertisements that encourage--or sometimes confuse--young children.
In addition, the Ad Council and a broad range of marketers, media companies, nonprofits, foundations and government agencies will form the Coalition for Healthy Children.
Some $350 million in donated media time will be used to push a campaign touting physical activity, better food choices and smaller food portions. In February, the Ad Council launched a new round of PSAs featuring "Shrek" characters that urge children to get more exercise.
Some government officials have said the growing concern of children's obesity could force legislation to limit or eliminate food TV advertising targeted to kids under 12.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
Be the first to comment on "ANA Acts: Touts Decline In Food Ads, Pledges Support Of Healthier Fare"
Leave a Comment