Targeting Kids: The Hidden Impact of Junk Food Advertising on Childhood Health

“Where’s the beef?” “I’m lovin’ it”. “You rule!” “We have the meats!” “Unwrap a smile!”

If you’ve heard one of these phrases, you’re familiar with fast food commercials and other junk food advertisements. They are everywhere - television, radio, even on streaming services! Can you guess who frequently sees these multicolored, high-energy bundles of persuasion? That’s right! Kids!

Children are constantly exposed to fast food and junk food infomercials, especially when they sit down to watch their favorite cartoon. If you watch closely, you’ll see how these advertisements are carefully curated to grab your child’s attention and convince them to eat more junk food. Many public health professionals have noticed this coincidence and are calling for a reduction in junk food commercials during children’s programming. Should we limit junk food marketing? What are the pros and cons? Is it even possible?

Come along, Foodguides fam, as we dive into the correlation between junk food marketing and children’s health. 

The Childhood Obesity Epidemic: A Public Health Crisis

As a new mom, I’m already thinking about my daughter’s future food choices and how I’d like to teach her to have a healthy relationship with her meals. As a public health professional, I know that diet and exercise go hand in hand with maintaining good health. It may be difficult to bridge these two worlds, but by doing my research and learning a lot along the way, I believe we may be able to find a happy meal for both mom and kiddo.

The Alarming Statistics: The Rise of Childhood Obesity

Childhood obesity is quickly becoming an endemic in the United States. The Centers for Disease Control and Prevention (commonly known as the CDC) has released several statistics depicting the gravity of this situation. According to these studies, approximately 1 in 5 children in the U.S. struggles with obesity; roughly 14.7 million children in total.

The Health Consequences: Long-Term Impacts on Physical and Mental Health

While many people may think children will simply “grow out” of being obese, the long-term physical and mental effects of an unhealthy weight can become prevalent now. Children who are considered overweight or obese are more likely to develop hypertension (high blood pressure), diabetes, GERD, bronchial asthma, obstructive sleep apnea (OSA), and many other physical health issues. Additional studies have shown that childhood obesity is directly related to the development of depression, anxiety, and eating disorders such as anorexia and bulimia.

The Influence of Junk Food Marketing: Targeting Kids

When it comes to junk food advertising for kids, marketing executives have a few tricks up their sleeve! These tricks are often based on the power of pestering, creating unrealistic expectations, and effective branding.

Pester Power: The Impact on Children's Food Choices

Children who watch junk food commercials and become entranced by consuming the same meal they saw on their screen become victims of “pester power”. Parents, you know this one. A child saying “Mom, can we buy this cereal?” 20 times a day will usually eventually get the said breakfast item (unless they grow up in an extremely strict household, like mine). This “pester power” invites the junk food into the household and will even find its way into the parents’ diet too. 

Unhealthy Food Advertising: Creating Unrealistic Expectations

Have you ever seen a hamburger advertised on TV with a thick, juicy beef patty, crisp lettuce, and melty cheese, only to go to the restaurant and find a squished, dry, and cardboard-flavored lump in the wrapping? Food marketing excels at creating unrealistic expectations by using color, texture, and other artistic elements to make food items look especially appetizing on television, but often disappoints in real life (you can learn more about these techniques here. Many adults have difficulty distinguishing between advertisements and reality, so it's no wonder children struggle with the same thing.

The Power of Branding: Making Junk Food Appealing to Kids

Most commercials depict spokescharacters (think Ronald McDonald or Tony the Tiger), celebrities, or even cartoons eating the selected food, enticing children to do the same. Some junk food items may even include a toy or stickers for the kiddo to enjoy while devouring their sweet, high-calorie goodness.

The Case for a Ban: Protecting Children's Health

Let’s start the debate with our first perspective: a complete ban on junk food advertisements specifically for children.

A ban on junk food advertising protects children's health. This view is supported by evidence-based research, examples in other countries, and through an ethical appeal.

Evidence-Based Research: The Link Between Marketing and Obesity

Several organizations, most notably the American Psychological Association, have found a clear link between marketing and obesity. The APA assigned the Task Force on Advertising and Children to investigate this link and expose its effects on childhood health. The Task Force found that marketing for children often succeeds in convincing them that they want the advertised product. When this product is junk food, children wholeheartedly include it in their daily diet. As children consume more junk food, their risk of developing obesity increases.

International Examples: Countries That Have Implemented Restrictions

Several countries have answered the World Health Organization’s 2006 call to protect children from junk food marketing. Norway, Sweden, and the province of Quebec in Canada have effectively banned all junk food advertisements during children’s programming. Over 30 countries, including Australia, Malaysia, the UK, and Korea, have incorporated a ban that limits some advertisements. These partial bans include rules that dictate when junk food advertisements can be played within a 24-hour period and limit the use of cartoon characters. 

The Ethical Argument: Protecting Vulnerable Populations

Though adorable, children are not the best at making good choices and are considered one of the world’s most vulnerable populations. Junk food advertisements directly aimed at children can influence them to make decisions that will negatively affect their short—and long-term health. An effective ban on this type of marketing can limit these decisions and open the door to healthier ones, including healthier snacking options.

The Opposition: Arguments Against Marketing Restrictions

Now it’s time for the opposition: keeping all marketing as is without banning junk food advertisements for children.

When it comes to marketing, executives rely on their freedom of speech, acknowledgement of parental responsibility, and economic concerns when facing criticism on their persuasion tactics.

Freedom of Speech: The Right to Advertise

The First Amendment to the United States Constitution offers many freedoms, including the freedom of speech and the press. Subsequently, these freedoms include the freedom to advertise (though there was some debate in the 1940s, specifically in Valentine v. Chrestensen, on whether this was true). Thus, junk food marketing to children is technically not against the law and is allowed across multimedia platforms.

Parental Responsibility: The Role of Parents in Food Choices

Parents are responsible for their children’s behavior, safety, health, and junk food intake. If parents do not want their children to consume unhealthy food, they should not purchase it and should also discourage their children from doing so in other situations. Furthermore, if parents do not want their children to see junk food advertisements, they should limit their children’s screen time.

Economic Concerns: The Impact on the Food Industry

If a food item is not advertised, it is unlikely to be consumed. Think about it: How long has it been since you’ve seen a Twinkie commercial? If junk food advertisements are banned, the food industry could suffer a devastating impact, resulting in revenue loss and an increase in unnecessary inventory.

Moving Forward: Strategies for Protecting Children's Health

Now that you have the appropriate background knowledge and you’ve heard both sides of the argument, here are some solutions on how you can make a difference in your child’s diet, no matter which side you’re on:

Comprehensive Approaches: Combining Marketing Restrictions with Education

An excellent solution is to combine the for and against arguments into a compromise-based alternative. Junk food companies would still be able to advertise, but with limited access to children and an honest representation of their products. Parents would also need to advise children to make healthy choices when choosing their meals and snacks.

Community Initiatives: Promoting Healthy Food Choices

Let’s face it. Junk food just tastes better. I know it, you know it, and junk food marketing executives know it. That’s why we need the power of our communities to promote healthier and tastier eating. The next time you are out with friends, bring several different healthy snacks for your kids to try. Swap recipes for healthy meals with your neighbors. When children learn that the possibilities for healthy eating are endless, they are more likely to try new foods. You may even want to try a few yourself!

Empowering Parents: Providing Resources and Support

Looking for tips and tricks on helping your children choose healthy foods? Take a look at these Foodguides articles written by our lovely Expert Contributors:

Feeding Your Family When Food Is Frustrating Part 1

Navigating Restrictive Diets as a Family

Low FODMAP Meal Prep for Back-to-School Success

What are your thoughts on junk food marketing? Feel free to discuss in our comments section below!

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