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
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
foodmarketing.org foodmarketing.org Why should we care about. FOOD AND BEVERAGE MARKETING TO CHILDREN? 3
Exposure to Food Marketing is a Risk Factor for Obesity 1 Attitudes towards nutrition 2 Food Preferences 2 Eating Behaviour 2 4
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
What determines the impact of food marketing on children? 5 6
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
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
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
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
Fast Food Restaurant One-third of Canadian children and adolescents will visit a fast food restaurant on any given day 8. 11
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
Public School Foodmarketing.org Foodmarketing.org 200 days of the year, children spend 5-6 hours a day at school 11. 13
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
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
Grocery Store Canadian households tend to shop every second day, on average. 16
Grocery Store 14-19 Frequency and Reach (Exposure) 350-400+ 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
Grocery Store 14-19 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
Television news.yale.edu Canadian children and youth watch 2-3 hours of television per day. 19
Television 20-28 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
Television 20-28 Marketing Techniques (Power) premiums, characters, fun and health appeals Impact: not documented in Canada 21
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
Internet 29-31 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
Online Marketing Techniques Internet 29-31 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
So what might Ralph s exposure to food marketing for today look like RALPH overall? 25
100s of Foods at Supermarket 17 Ads in School 12 TV Commercials Plus more? Hours of Internet Ads 26
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
http://www.everactive.org/hosting-healthy-sporting-events-video SPOTLIGHT ON RECREATION FACILITIES 28
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
The Health Halo Effect Food/Drink + Physical Activity = Health Halo Effect http://blog.making-pictures.co.uk/commission-the-wade-brothers-for-caburys-olympic-campaign/ 30
Research study of 51 recreation facilities in 4 provinces Assessed food and beverage marketing through observation at every facility Product Place Price Promo 31
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
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% 14 14 points points Lower scores are more favourable 33
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
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% 18 18 points points Lower scores are more favourable 35
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
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
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
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? 19-67 per facility 1-3 repeated 41-73% 2-15% 4-15% 33-54% 52 points Lower scores are more favourable 39
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? 19-67 per facility 1-3 repeated 0% 2-15% 4-15% 33-54% 31 points Lower scores are more favourable 40
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
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 www.apccprecproject.com 42
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
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
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
Research & Evidence Summaries Discover evidence-based strategies to: Promote healthy food Support policy development Address barriers to policy change 46
How can you get involved? Explore policy tools and resources: www.apccprecproject.com Take our Community Challenge bit.ly/farechallenge Follow @APCCP on Twitter #HealthyRecFood 47
I Support Healthy Food in Rec Facilities because @APCCP #HealthyRecFood 48
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
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 kim.raine@ualberta.ca Rachel Prowse, RD Provincial Project Coordinator Eat Play Live prowse@ualberta.ca Ashley Hughes, RD APCCP Project Assistant acattell@ualberta.ca 50
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
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 2013-2016, 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 2013-2016. 52
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