How Targeted Marketing Has Increased Obesity Rates in Children

Childhood obesity is a significant health problem in the United States, affecting 1 in 5 children. The cause of obesity is very complex; It is influenced by various factors, including behavior, genetics, medications, and societal elements such as childcare, school environments, neighborhood design, and access to healthy foods. In the United States a modern societal factor that has gone unnoticed but is actually A MAJOR driver of childhood obesity is the unchecked rise of targeted marketing towards children. The food and beverage industry has spent millions on targeted marketing to children for the sake of profit despite its clear contribution to diet-related diseases that in particular, heavily affects communities of color.

A new study by the Rudd Center for Food Policy & Health found that American food and beverage companies disproportionately target Black and Hispanic children with advertising for high-calorie, low-nutrient products such as candy, sugary drinks, and snacks.

Key findings of the study:

1. Fast food ad spending rose by $400 million since 2012, reaching $5 billion in 2019. The advertising campaigns were notably directed towards youth, with Black and Hispanic groups being disproportionately targeted.
2. Candy, sugary drinks, snacks, and cereal made up 73% of food and beverage ad spending on Black-targeted and Spanish-language TV in 2021
3. In 2021, Black youth and adults viewed 9% to 21% more food and beverage TV ads compared to their White peers. Companies also increased their focus on advertising to Spanish-speaking audiences.
4. Companies’ public statements and marketing campaigns aimed at multicultural youth often incorporated hip-hop and Latinx music celebrities. Cause-related marketing, including donations and collaborations with nonprofits, was prevalent but mainly benefited unhealthy food and beverage brands.
5. On average, children and teens were exposed to more than two fast food ads per day on TV.

Companies disproportionately target communities of color with advertising for unhealthy products, which contributes to health disparities. Unfortunately, their marketing strategies work. Studies have shown that marketing affects what children want to eat and which brands they want you to buy. In one study, children reported that food in a package with a well-known brand logo tasted better than the exact same food without the logo (1). Marketing towards children is everywhere. An
example of product packaging is using well-known cartoon characters on cereal boxes just at the right angle to meet children’s eyes.

The result of these practices has contributed to the higher rates of obesity in Hispanic and Black children compared to non Hispanic white children (2). Children with obesity are at high risk of developing metabolic and cardiovascular disease as adults. Unfortunately, they are also often subjected to weight stigma which can profoundly affect their self esteem. As parents and providers we need to work towards reducing the obesity burden in youth as this profoundly affects their future risk of disease. We cannot solely rely on our government to promote our children’s best interests, as current governmental regulations have not limited the agressive targeted practices towards youth from the food and sugary beverage industry.

What Can We Do As Parents and Caregivers to Help Our Children Start with a Clean and Healthy Slate?

To address this problem, it is crucial for all of us to reduce our consumption of these products. As parents, caregivers, healthcare systems, and communities we must collaborate in promoting healthy choices and supporting active lifestyles for all children. There are a few things we can do as parents to fight back against food marketing.

Here are the major 3 things you can do now for a healthier community:

• Notice It
  • Food marking is everywhere. If you start noticing it you will be aware of how it has permeated into our day to day lifestyle. It is in billboards, commercials, movies/shows through product placement, and it is at the grocery stores. Notice the aisle lined with candy and sugary snacks at children’s eye level.

• Talk About It
  • Children are smart. Talk to your children about marketing. You can let them know tell them that advertisements are designed to make them want something.
  • Talk to other parents about it so they are aware of all of the targeted marketing around them.

• Do Something About it
  • If you feel compelled, you can tell companies that you want them to stop marketing to your children using social media or direct communication through email.
  • You can talk to policy makers such as your local government officials about the number of signs on your streets.
  • Talk with your childcare providers. Ask them to limit children’s screen time and serve them only healthy foods.

What Can We Do At Home to Prevent Childhood Obesity?

1. Promote Healthy Eating Habits:
   • Provide nutritious meals with a variety of fruits, vegetables, whole grains, and lean proteins.
   • Limit the consumption of sugary snacks, beverages, and processed foods.
2. Encourage Regular Physical Activity:
   • Incorporate daily physical activities into family routines, such as walks, bike rides, or sports.
   • Limit screen time and encourage outdoor play.
3. Model Healthy Behaviors:
   • Be a positive role model by practicing healthy eating habits and an active lifestyle.
   • Involve the entire family in making healthy choices.
   • Cook with your children! Involving kids in meal preparation can encourage them to try new foods and develop healthier eating habits.
4. Establish Regular Meal Times:
   • Set consistent meal and snack times to promote a structured eating routine.
   • Avoid using food as a reward or punishment.
5. Limit Portion Sizes:
   • Be mindful of portion sizes and avoid encouraging overeating.
   • Teach children to listen to their bodies’ hunger and fullness cues.
6. Create a Healthy Home Environment:
   • Keep healthy snacks readily available and limit the availability of unhealthy options.
   • Foster a positive and supportive atmosphere around food and body image.

What Can Physicians Do To Help Combat Childhood Obesity?

As physicians or medical providers we can play a crucial role in preventing childhood obesity by providing guidance, education, and support to both children and their families. Here are some key actions we can take:

1. Early Screening and Assessment:
   • Conduct regular screenings for weight-related issues during well-child visits. This includes measuring and monitoring body mass index (BMI) or wasit-to-hip circumference and assessing growth patterns.
2. Nutritional Counseling:
   • Offer personalized and age-appropriate nutritional counseling to parents and caregivers. Provide guidance on healthy eating habits, portion control, and the importance of balanced meals for everyone in the family.
3. Physical Activity Recommendations:
   • Encourage and prescribe appropriate levels of physical activity based on the child’s age and development. Discuss the importance of limiting sedentary behaviors, such as excessive screen time.
4. Behavioral Counseling:
   • Provide behavioral counseling to address habits and behaviors that contribute to unhealthy weight gain. Offer strategies for creating a positive and supportive home environment.
5. Identify and Address Underlying Factors:
   • Assess and address underlying factors that may contribute to obesity, such as genetic predisposition, family history, and any medical conditions affecting weight.
6. Referral to Specialists:
   • Refer families to registered dietitians, nutritionists, or other specialists for more in-depth nutrition counseling and support.
   • Collaborate with other healthcare professionals, such as psychologists or social workers, when addressing behavioral or emotional factors related to weight.
7. Advocate for School Wellness:
   • Advocate for comprehensive school wellness programs that promote physical activity, nutritious meals, and health education.
   • Collaborate with school health teams to ensure a coordinated approach to children’s health.
8. Community Engagement:
   • Engage with community organizations, local leaders, and public health initiatives to create a community-wide approach to preventing childhood obesity.
   • Participate in or lead community workshops, seminars, or events that focus on childhood nutrition and physical activity.
9. Utilize Technology:
   • Leverage technology, such as mobile apps or online resources, to provide parents and caregivers with tools and information on healthy living and nutrition.
10. Continued Education:
    • Stay updated on the latest research and guidelines related to childhood obesity prevention and management.
    • Attend relevant conferences and training sessions to enhance knowledge and skills in pediatric obesity care.

By taking a proactive and comprehensive approach, medical providers and parents can contribute significantly to the prevention of childhood obesity and promote the overall health and well-being of our young patients and our own children.