Advertisements
pop up everywhere -- from television to social media and magazines to
billboards -- we are constantly exposed to the latest and greatest product or
service. The food industry is no exception and many food and drink
advertisements use fun characters and humor to target children. According to a
new study, these ads are also targeting parents with a misleading emphasis on the
health benefits of these food products.
Researchers
collected data on all of the television advertisements for packaged foods and
beverages in the United States between 2013 and 2014. The researchers first
singled out food products intended for children that were advertised on kids’
channels. They then looked for advertisements of these products that aired on
other channels.
They found
that 25 of the 51 products intended for children were also advertised
specifically to parents through images of family togetherness. Of all the
airtime for children’s food products, parents were targeted 42 percent of the
time. The parent-directed ads also tended to emphasize the nutritional
information of the products and their supposed health benefits.
What is
concerning, however, is the recent findings from the University of
Connecticut’s Rudd Center for Food Policy and Obesity that concluded that many
of these products do not actually meet federal standards for healthy foods.
And, as food manufacturers face increasing pressure not to advertise unhealthy
food products to children, parent-directed marketing is likely to increase.
Researchers note that this shift is already starting to take place, with 73
percent of ads for sugar-sweetened beverages targeting parents.
Bottom Line:
Food advertisements often contain misleading health claims and images of family
togetherness to target parents. Although many of these foods do not meet
healthy guidelines, it can be tricky to sift through fact versus fiction.
Always remember to read the Nutrition Facts Label and ingredient lists on all
food products, regardless of what the advertisements claim. Making an effort to
limit processed foods altogether is a great first step to avoid the confusion
of unsubstantiated health claims.
Visit Wellness Workdays for more information about our worksite wellness programs
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