Food Marketing to Children and Adolescents: What Do Parents Think?
Rudd Report
Food marketing to children and adolescents: What do parents think?
October, 2012
w w w. ya l e r u d d c e n t e r . o r g
authors Jennifer L. Harris, PhD, MBA Frances Fleming Milici, PhD Vishnudas Sarda, MBBS, MPH Marlene B. Schwartz, PhD
acknowledgements We would like to thank Barbara Hamill and Trisha Carr for their valuable assistance in creating and fielding the survey, and we are extremely grateful to Grant Olscamp for creating the data tables and Cathryn Dembek for helping prepare the report. We also thank Sarah DeLucia, Roberta Friedman, Carol Hazen, and Jennifer Pomeranz for their very helpful comments on earlier drafts. Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation.
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TABLE OF CONTENTS
5
executive summary
7
introduction
11 12 14 16 18
results
Awareness of food marketing to children Perceived impact of food marketing to children Perceived environmental influences Support for policies regarding food marketing to children
21 24
conclusions
Implications for policy makers and public health advocates
27
references
30
appendix a. methods
34
appendix B. taBles of results
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list of taBles 9 Table 1. Survey questions 10 Table 2. Comparison groups 11 Table 3. Sample characteristics 12 Table 4. Top places where children see/hear food marketing (after TV)
list of figures 13 Figure 1. Categories of foods and beverages that children see advertised most often
taBles of results 35 Table B1. Perceptions about the foods and beverages marketed most often
15 Figure 2. Impact of food marketing on children by race/ethnicity
36 Table B2. Perceptions about the foods and beverages marketed least often
15 Figure 3. Impact of different types of food marketing on children by age of oldest child
37 Table B3. Beliefs about the impact of food and beverage marketing
Food marketing to children and adolescents: What do parents think?
October, 2012
w w w. ya l e r u d d c e n t e r . o r g
authors Jennifer L. Harris, PhD, MBA Frances Fleming Milici, PhD Vishnudas Sarda, MBBS, MPH Marlene B. Schwartz, PhD
acknowledgements We would like to thank Barbara Hamill and Trisha Carr for their valuable assistance in creating and fielding the survey, and we are extremely grateful to Grant Olscamp for creating the data tables and Cathryn Dembek for helping prepare the report. We also thank Sarah DeLucia, Roberta Friedman, Carol Hazen, and Jennifer Pomeranz for their very helpful comments on earlier drafts. Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation.
2
Return to contents >
TABLE OF CONTENTS
5
executive summary
7
introduction
11 12 14 16 18
results
Awareness of food marketing to children Perceived impact of food marketing to children Perceived environmental influences Support for policies regarding food marketing to children
21 24
conclusions
Implications for policy makers and public health advocates
27
references
30
appendix a. methods
34
appendix B. taBles of results
3
Return to contents >
list of taBles 9 Table 1. Survey questions 10 Table 2. Comparison groups 11 Table 3. Sample characteristics 12 Table 4. Top places where children see/hear food marketing (after TV)
list of figures 13 Figure 1. Categories of foods and beverages that children see advertised most often
taBles of results 35 Table B1. Perceptions about the foods and beverages marketed most often
15 Figure 2. Impact of food marketing on children by race/ethnicity
36 Table B2. Perceptions about the foods and beverages marketed least often
15 Figure 3. Impact of different types of food marketing on children by age of oldest child
37 Table B3. Beliefs about the impact of food and beverage marketing
References: White House (2010). FTC (2008). Yale Rudd Center (2012). Ibid. Wilson & Roberts (2012). The Walt Disney Company (2012, June 4). The Walt Disney Company sets new standards for food advertising to kids. Retrieved from thewaltdisneycompany.com/disney-news/pressreleases/2012/06/walt-disney-company-setsnew-standards-food-advertising-kids. Harris & Graff (2011). Harris, Brownell, Schwartz, et al. (2010). Harris et al. (2011). Kolish et al. (2011). Appendix A The survey was conducted three times using an online nonprobability sample of adults during June-July 2009, 2010, and 2011