The Canadian Landscape of Food and Beverage Marketing to Kids

Transcription

1 The Canadian Landscape of Food and Beverage Marketing to Kids Dr. Kim Raine, PhD, RD, FCAHS Scientific Director, Centre for Health & Nutrition Professor and Associate Dean (Research), School of Public Health University of Alberta Rachel Prowse, RD, PHD Candidate, School of Public Health, University of Alberta Ashley Hughes, RD, APCCP Project Assistant, School of Public Health, University of Alberta 1

2 Objectives 1. Explain the impact of food and beverage marketing 2. Explore where may kids see marketing in Canada (and what kinds of food marketing) *Spotlight on recreation facilities 3. Examine policy as a means to support healthier food marketing environments 2

3 foodmarketing.org foodmarketing.org Why should we care about. FOOD AND BEVERAGE MARKETING TO CHILDREN? 3

4 Exposure to Food Marketing is a Risk Factor for Obesity 1 Attitudes towards nutrition 2 Food Preferences 2 Eating Behaviour 2 4

5 Exposure to Food Marketing is a Risk Factor for Obesity 1 $1.8 billion $2 million Food Industry Marketing to Children (3) 5-A-Day Fruit and Vegetable Campaign (4) 5

6 What determines the impact of food marketing on children? 5 6

7 What determines the impact of food marketing on children? 5 Exposure reach and frequency of an ad Power features that make the ad persuasive How many children see it? How often do they see it? Creative Content Design Execution 7

8 How is Food Marketing Controlled in Canada? Quebec Consumer Protection Act 6 No marketing to children at all (food or non-food) Canadian Children s Food and Beverage Advertising Initiative 7 Voluntary regulation of food industry *These are more media focused than settingbased 8

9 What types of food marketing are Canadian kids exposed to? 1. Types of marketing children may be exposed to and in what settings 2. Impacts on child health and collective impact of multiple exposures RALPH SALLY 9

10 Ralph s Day Play on the Computer Wake-up Watch TV Stop in at the grocery store after school School s in session Eat a Fast-Food Breakfast 10

11 Fast Food Restaurant One-third of Canadian children and adolescents will visit a fast food restaurant on any given day 8. 11

12 Fast Food Restaurant 9,10 Reach and Frequency (Exposure) Exposure is not documented in Canada Marketing Techniques (Power) Branding, packaging and toy premiums Impact Taste preferences Children prefer foods with colourful packaging, or with toys (even when healthy) Credit: o.canada.com 12

13 Public School Foodmarketing.org Foodmarketing.org 200 days of the year, children spend 5-6 hours a day at school

14 Public School 12, 13 Exposure 1/3 of all Canadian public schools ha Less in Quebec/French schools 87% of public schools in Vancouver Food Median 17 Ads/school (range 0-57) More in secondary than elementary One in four schools had more than 38 promotions per school 55% of foods/beverages marketed were not healthy (not allowed as per the school boards food policy) 1/3 of Canadian Public schools have commercial advertising 14

15 Public School 12, 13 Marketing Techniques (Power) signage, incentive programs, sponsored materials (classroom/sport), beverage machines, exclusive contracts Impact is not documented in Canada 15

16 Grocery Store Canadian households tend to shop every second day, on average. 16

17 Grocery Store Frequency and Reach (Exposure) foods in supermarket directed to children Foods: dry goods (bakery, desserts, cereal) Only 1% fruits or vegetables children s food was high in fat, sugar, salt Foods with health claims were often high in sugar 17

18 Grocery Store Marketing Techniques (Power) Product packaging Impact Dominant theme: fun Play: games, activities, shaped food children perceive kids and adults food differently* Kids food: junk food, fun, finger food, Adult food: plain, healthy, responsibility * May be a result of the broader food marketing environment Credit: Foodmarketing.org 18

19 Television news.yale.edu Canadian children and youth watch 2-3 hours of television per day. 19

20 Television Frequency and Reach (Exposure) Approximately 1/4 of all ads on children s television are for foods or beverages. Children view 3-7 ads per channel/hr 1/4 Foods 60-90% high in energy, fat, sugar, or sodium 2% fruits or vegetables 20

21 Television Marketing Techniques (Power) premiums, characters, fun and health appeals Impact: not documented in Canada 21

22 Internet Screenshot: Happymeal.com Screen Shot, Source: clubkelloggs.ca/en Canadians spend an average of 1.4 hours using a computer for leisure and 2.3 hours playing video games. 22

23 Internet Reach and Frequency: 1/3 of websites, 84% of CAI websites Foods: similar to TV Marketing Techniques: ++ techniques Impact ¼ of children purchased or requested foods advertised on internet Foodmarketing.org, Bolt (app) targeting teens discourages water, and promotes Gatorade 23

24 Online Marketing Techniques Internet Product logo Manufacturer logo Slogan Tag lines featured in games Featured packaged product Other packaged product Product /other products as you eat/drink it Product in background scenery Television like commercials Television programs, movies Promotional photos Videos Recipes Spokes characters Licensed personalities Direct prompts to forward to a friend Online advergame host selling Branded virtual activities Unbranded virtual activities Advergames Unbranded interactive games Leader boards Members clubs High score awards Point collection for universal product codes Activities that encourage purchase of product Clickable e-buttons Clicking or moving mouse over product Surveys or polls User-generated content Downloads 24

25 So what might Ralph s exposure to food marketing for today look like RALPH overall? 25

26 100s of Foods at Supermarket 17 Ads in School 12 TV Commercials Plus more? Hours of Internet Ads 26

27 The Food Marketing Landscape Is Vast and Complicated Play on the Computer Watch a TV show Wake-up Fast-Food Breakfast Stop in at the grocery store after school 27

28 SPOTLIGHT ON RECREATION FACILITIES 28

29 Why study food marketing in sport settings? Affects children s food preferences and practices 2 Risk factor for childhood obesity 1 Restrict food marketing where children gather 2 29

30 The Health Halo Effect Food/Drink + Physical Activity = Health Halo Effect 30

31 Research study of 51 recreation facilities in 4 provinces Assessed food and beverage marketing through observation at every facility Product Place Price Promo 31

32 Facility Food Marketing Scores Exposure reach and frequency of an ad Power features that make the ad persuasive How many promotions? How many repeated >3x? Is the food or beverage unhealthy? Is it childdirected or sportsrelated? Is it large? Higher scores mean a facility has more food and beverage marketing and/or more powerful marketing. Lower scores are favourable. 32

33 Results: Outside/Entrance/Hallways Exposure frequency of an ad Power features that make the ad persuasive How many? Unhealthy? Child directed? Sports related? Large? 10 promotions 60% 5% 8% 43% points points Lower scores are more favourable 33

34 What if we only marketed healthy foods and beverages in outside/entrance/hallways? Exposure frequency of an ad Power features that make the ad persuasive How many? Unhealthy? Child directed? Sports related? Large? 10 promotions 0% 5% 8% 43% 148 points points Lower scores are more favourable 34

35 Results: Sports Areas Exposure frequency of an ad Power features that make the ad persuasive How many? Unhealthy? Child directed? Sports related? Large? 10 promotions 48% 6% 13% 79% points points Lower scores are more favourable 35

36 What if we only marketed healthy foods and beverages in sports areas? Exposure frequency of an ad Power features that make the ad persuasive How many? Unhealthy? Child directed? Sports related? Large? 10 promotions 0% 5% 8% 43% 1412 points points Lower scores are more favourable 36

37 Results: Food Areas Exposure frequency of an ad Power features that make the ad persuasive How many? Unhealthy? Child directed? Sports related? Large? 15 promotions 57% 11% 5% 17% 18 points Lower scores are more favourable 37

38 What if we only marketed healthy foods and beverages in food areas? Exposure frequency of an ad Power features that make the ad persuasive How many? Unhealthy? Child directed? Sports related? Large? 15 promotions 0% 11% 5% 17% 148 points points Lower scores are more favourable 38

39 Facility Results (range of provincial averages) Exposure Frequency + repetition Power features that make the ad persuasive How many? 3+ rep? Unhealthy? Child directed? Sports related? Large? per facility 1-3 repeated 41-73% 2-15% 4-15% 33-54% 52 points Lower scores are more favourable 39

40 What if we only marketed healthy foods and beverages in the entire facility? Exposure Frequency + repetition Power features that make the ad persuasive How many? 3+ rep? Unhealthy? Child directed? Sports related? Large? per facility 1-3 repeated 0% 2-15% 4-15% 33-54% 31 points Lower scores are more favourable 40

41 Collective Impact of Food Marketing on Children in Canada Exposure Multiple messages through Multiple channels + Power Common use of persuasive childdirected marketing techniques promoting mostly unhealthy food Impact 41

42 Food Action in Recreation Environments (FARE) Project FARE uses a collaborative approach to promote healthier food environments in Edmonton and area recreational facilities through policy change 42

43 Promoting Healthy Food & Beverage Policy in Recreational Facilities Local communities play an important role in promoting policy change and sharing policy learning across jurisdictions We've compiled tools and resources to help you take action in your community 43

44 Is your Community Ready for Policy change? Find out! Explore our Policy Readiness Tool: Assess your community s readiness for policy change Identify strategies for taking action 44

45 Learn from Policy Stories Read successful stories of policy development from jurisdictions across Canada Development of healthy food and beverage policies Challenges and facilitators Lessons learned 45

46 Research & Evidence Summaries Discover evidence-based strategies to: Promote healthy food Support policy development Address barriers to policy change 46

47 How can you get involved? Explore policy tools and resources: Take our Community Challenge bit.ly/farechallenge on Twitter #HealthyRecFood 47

48 I Support Healthy Food in Rec Facilities #HealthyRecFood 48

49 Take Home Messages Children are exposed to powerful unhealthy food marketing in multiple settings. Regardless of where, most foods advertised to children are generally high in calories, fat and sugar, and are inconsistent with Canada s Food Guide. Communities can participate in minimizing unhealthy food marketing to children. 49

50 Questions? Stay in Touch! Kim D. Raine, PhD, RD, FCAHS Scientific Director, Centre for Health & Nutrition, Professor and Associate Dean (Research), School of Public Health Rachel Prowse, RD Provincial Project Coordinator Eat Play Live Ashley Hughes, RD APCCP Project Assistant 50

51 Acknowledgements Funding for Eat Play Live provided by Heart & Stoke Foundation of Canada: Rachel Prowse is financially supported by: Heart and Stroke Foundation of Canada and the CIHR Training Grant in Population Intervention for Chronic Disease Prevention: A Pan-Canadian Program CIHR Doctoral Award Frederick Banting and Charles Best Canada Graduate Scholarship Women and Children Health Research Initiative Graduate Studentship 51

52 APCCP (FARE Project) Acknowledgements The Alberta Policy Coalition for Chronic Disease Prevention (APCCP) is supported by the Heart and Stroke Foundation. The FARE project is supported through a grant from the Edmonton Community Foundation. The APCCP is a partner on the POWER UP project for , which is funded by the Coalitions Linking Action and Science for Prevention (CLASP) initiative. The Policy Readiness Tool was developed by Dr. Candace Nykiforuk at the School of Public Health, University of Alberta, in partnership with the APCCP. The PRT is supported by POWER UP! for

53 References 1. World Health Organization. (2013). Marketing of foods high in fat, salt and sugar to children: update Copenhagen, Denmark: WHO Regional Office for Europe. 2. Gootman, Jennifer Appleton, McGinnis, J Michael, & Kraak, Vivica I. (2006). Food Marketing to Children and Youth:: Threat or Opportunity? : National Academies Press. 3. Leibowitz, J, Rosch, JT, Ramirez, E, Brill, J, & Ohlhausen, M. (2012). A review of food marketing to children and adolescents: follow-up report. Washington (DC): US Federal Trade Commission. 4. Harris, Jennifer L, Pomeranz, Jennifer L, Lobstein, Tim, & Brownell, Kelly D. (2009). A crisis in the marketplace: how food marketing contributes to childhood obesity and what can be done. Annual review of public health, 30, World Health Organization. (2010). Set of recommendations on the marketing of foods and non-alcoholic beverages to children. 6. Office de la protection du consummateur. (2012). Advertising Directed at Children under 13 Years of Age: Guide to the Application of Sections 248 and 249 Consumer Protection Act. (ISBN: ). Quebec City, Quebec: Gouvernement du Qeuebec. 7. Advertising Standards Canada. (n.d.). Children's Food and Beverage Advertising Initiative Retrieved August 28, 2015, from 8. Garriguet D. Nutrition: Findings from the Canadian Community Health Survey. Overview of Canadians' eating habits 2004: Government of Canada; 2004 [cited 2014 December, 2013]. Available from: 9. Hobin EP, Hammond DG, Daniel S, Hanning RM, Manske S. The Happy Meal effect: the impact of toy premiums on healthy eating among children in Ontario, Canada. Can J Public Health. 2012;103(4):e244-e Elliott C, Den Hoed R, Conlon M. Food branding and young children s taste preferences: A reassessment. Can J Public Health. 2013;104(5):e364-e8. 53

54 References 11. Canadian Education Association. (2013). The 2012/2013 School Calendar (pp. 18). Toronto, Ontario: Canadian Education Association. 12. Froese-Germain, Bernie, Hawkey, C., Larose, A., McAdie, P., Shaker, E. (2006). Commercialism in Canadian Schools: Who's Calling the Shots? : Canadian Teachers' Federation. 13. Velazquez, Cayley E, Black, Jennifer L, & Ahmadi, Naseam. (2015). Food and beverage promotions in Vancouver schools: A study of the prevalence and characteristics of in-school advertising, messaging, and signage. Preventive Medicine Reports, 2, Berry, Brent, & McMullen, Taralyn. (2008). Visual communication to children in the supermarket context: Health protective or exploitive? Agriculture and Human Values, 25(3), Elliott C. Assessing fun foods : nutritional content and analysis of supermarket foods targeted at children. Obesity Reviews. 2008;9(4): Elliott C. Packaging fun: analyzing supermarket food messages targeted at children. Canadian Journal of Communication. 2012;37(2). 17. Elliott C. Packaging health: Examining better-for-you foods targeted at children. Canadian Public Policy. 2012;38(2): Elliott C. It's junk food and chicken nuggets : Children's perspectives on kids' food and the question of food classification. Journal of Consumer Behaviour. 2011;10(3): Murray C. Examining the Nutritional Content of Prepackaged Foods and Beverages Marketed to Children in Canada: University of Toronto; Kelly B, Halford JC, Boyland EJ, Chapman K, Bautista-Castaño I, Berg C, et al. Television food advertising to children: a global perspective. American Journal of Public Health. 2010;100(9):

55 References 21. Adams J, Hennessy-Priest K, Ingimarsdóttir S, Sheeshka J, Østbye T, White M. Changes in food advertisements during prime-time television from 1991 to 2006 in the UK and Canada. British journal of nutrition. 2009;102(04): Adams J, Hennessy-Priest K, Ingimarsdóttir S, Sheeshka J, Østbye T, White M. Food advertising during children s television in Canada and the UK. Archives of Disease in Childhood. 2009;94(9): Potvin Kent M, Dubois L, Wanless A. Food marketing on children's television in two different policy environments. International Journal of Pediatric Obesity. 2011;6(2Part2):e433-e Potvin Kent M, Dubois L, Wanless A. A nutritional comparison of foods and beverages marketed to children in two advertising policy environments. Obesity. 2012;20(9): Potvin Kent M, Dubois L, Wanless A. Self-regulation by industry of food marketing is having little impact during children's preferred television. International Journal of Pediatric Obesity. 2011;6(5-6): Potvin Kent M, Martin CL, Kent EA. Changes in the volume, power and nutritional quality of foods marketed to children on television in Canada. Obesity. 2014;22(9): Potvin Kent M, Wanless A. The influence of the Children's Food and Beverage Advertising Initiative: change in children's exposure to food advertising on television in Canada between International journal of obesity (2005). 2014;38(4): Hudson S, Elliott C. Measuring the impact of product placement on children using digital brand integration. Journal of Food Products Marketing. 2013;19(3): Brady J, Farrell A, Wong S, Mendelson R. Beyond television: Children s engagement with online food and beverage marketing. Clinical Medicine: Pediatrics. 2008;2: Brady J, Mendelson R, Farrell A, Wong S. Online marketing of food and beverages to children: a content analysis. Canadian Journal of Dietetic Practice and Research. 2010;71(4): Potvin Kent M, Dubois L, Kent E, Wanless A. Internet marketing directed at children on food and restaurant websites in two policy environments. Obesity. 2013;21(4):