Tuesday, September 3, 2013

Study Slams Industry Self-Regulation and Kids’ Marketing...

Study Slams Industry Self-Regulation and Kids’ Marketing http://bit.ly/191gf2U

A new study funded by the Robert Wood Johnson Foundation charges that fast-food companies have not adhered to the food industry’s self-regulation guidelines when it comes to marketing to kids.

The study, released Wednesday and dubbed “How Television Fast-Food Marketing Aimed at Children Compares with Adult Advertisements,” said that fast-food companies tend to emphasize toy giveaways and movie tie-ins when marketing to kids on TV rather than focus on the food — a practice that the study’s authors said go against industry self-regulation guidelines set by the Children’s Advertising Review Unit.

"Fast-food companies use free toys and popular movies to appeal to kids, and their ads are much more focused on promotions, brands, and logosnot on the food," said James Sargent, professor of pediatrics at the Geisel School of Medicine at Dartmouth and lead author of the study, in a statement. "These are techniques that the companies’ own self-regulatory body calls potentially misleading."

Continue reading at AdAge.com

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