• by Joe Mandese , July 7, 2004

With lawmakers and consumer advocacy groups opening a new regulatory front that could lead to serious constrictions on one of Madison Avenue's top advertising categories - food - American consumers apparently do not believe it is an issue for marketers, but for themselves. In a potentially important finding, Universal McCann Tuesday released new research indicating that the vast majority of a American consumers - 83 percent - believe that eating responsibly and controlling obesity is the responsibility of individuals, not of food product marketers, or even the government and health authorities.

The findings, which are part of a multinational study conducted by the media shop, appear to run counter to the direction of lawmakers and advocacy groups, which have been exploring legislation and regulations that could put a significant crimp on food product marketing, especially food and restaurant advertising aimed at children. The study also revealed some significant cultural differences between the U.S. and the U.K., another market that is exploring food marketing restrictions in light of recent health research that has suggested a correlation between food advertising and obesity.

Overall, Americans feel much more personally responsible for their own eating habits than their British counterparts do, while Brits are more likely to blame others. Only 26 percent of Americans blame food companies for eating disorders, while 43 percent of Brits feel that way. Only 22 percent of Americans blame the government for the problem vs. 39 percent of Brits.

About two thirds of Americans said it is the responsibility of parents, not advertisers to monitor and control their children's eating habits vs. only half of Brits.

Consumer Attitudes Toward Advertising And Obesity

                                                     U.S.     U.K. 
Believe it's the responsibility of individuals:       83%
NA  
Lack of exercise is the main cause:                   68%      NA 
Eating too much is the main cause:                    32%      NA 
Blame food companies:
26%      43%   
Blame the government/health authorities:              22%      39% 
It's not advertisers, but parents' responsibility:    65%      50% 
Like to know/control what their
children are eating:  84%      88% 

Source: Universal McCann's InTuition research, conducted in 10 major markets including the U.S. and the U.K.