Captive Kids Easy Target for Junk Food Marketers

Survey Finds Food and Beverage Companies Predominant on School Campuses

• PHI Press Release
• FACT SHEET
• PHI Policy Brief
• IOM report on food marketing to children

Captive Kids: Selling Obesity at Schools

The food industry spends an estimated $10 billion per year marketing foods and beverages to children and youth in America with the majority of advertising promoting high –fat, sugar-laden foods. "Schools are a place where our children should be safe from negative marketing messages encouraging them to consume junk foods, sodas and sports drinks. Schools should be promoting healthy behaviors.” Says Victoria Berends, Marketing Manager, California Project LEAN (Leaders Encouraging Activity and Nutrition).

The Public Health Institute in collaboration with California Project LEAN recently released a new study, “Food and Beverage Marketing in California High School Campuses.” The survey funded by The California Endowment and prepared by Samuels and Associates shows that advertisers have a prominent presence on school campuses and that kids are repeatedly exposed to unhealthy product ads and logos on vending machines, signage, and posters on school campuses every day. 

According to the researcher, Sarah Samuels, DrPH, of Samuels and Associates, “The survey found that 60 percent of food and beverage product posters and signage promote foods we discourage our kids from eating such as candy, chips, soda and fast food.” Ninety-four percent of marketing activities reported such as product and coupon giveaways, taste-tests and event days were conducted by companies associated with high-fat, high-sugar foods. “While schools have traditionally looked to these companies to help fund extracurricular programs, they are finding that there are other ways to raise revenue than rely of the sale of unhealthy foods, explains Peggy Agron, Program Chief, California Project LEAN. And, they are not sacrificing their bottom line.”

What can schools do?

School districts are required to develop local wellness policies by the 06/07 school year. Peggy Agron, Program Chief, California Project LEAN, says “A school wellness policy should include language that bans the marketing of unhealthy foods so that we are encouraging our kids to eat healthy foods and beverages like water, fruits, vegetables and low fat dairy products.”

A new tool kit, “Captive Kids: Selling Obesity at Schools" is now available. The tool kit is funded by The California Endowment and the California Department of Justice, Antitrust Law Section, from litigation settlement funds to improve the health and nutrition of California consumers.  The tool kit, developed for school staff and administrators, community advocates and health professionals, addresses the issue of marketing unhealthy foods and beverages on school campuses and includes information on:

   -marketing to children and youth through schools;

   -key steps to develop policy that addresses marketing at schools;

   -answers to legal questions; and

   -talking points, case studies, fact sheets, additional resources and more.

To view the kit, please visit www.CaliforniaProjectLEAN.org and search for "captive kids."

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