Dive Brief:
- The Trump administration is considering restrictions on food companies’ marketing of unhealthy foods to children, as revealed in a leaked draft of a White House report obtained by Politico.
- The Department of Health and Human Services, along with the Federal Trade Commission and other agencies, may establish guidelines for children’s food marketing, including evaluating misleading claims and imagery.
- The leaked report, part of the “Make Our Children Healthy Again Strategy,” aims to address childhood chronic diseases but has not been finalized and may not be publicly released for several weeks.
Dive Insight:
Advertising by food companies, particularly for fast food, sugary drinks, and snacks, has a significant impact on children’s dietary choices. Studies have shown that these ads can influence food preferences well into adulthood.
With the evolution of media consumption, food marketing has expanded to platforms like online games, social media, and influencer videos. In 2018, food and beverage ads made up nearly a quarter of all commercials during children’s TV shows, up from 15% six years earlier.
While a 2012 FTC study estimated food and beverage companies spend around $2 billion annually on marketing, more recent research suggests the figure could be as high as $14 billion, including the fast food sector.
Several countries have regulations on marketing unhealthy foods to children, and the World Health Organization has recommended stricter policies to combat obesity. WHO has advocated for mandatory restrictions on kids’ food marketing to curb the promotion of unhealthy products.
As social media platforms become key marketing channels, distinguishing between ads and content is increasingly challenging. Despite efforts like YouTube’s ban on in-stream food ads for kids, marketing in user-generated content remains a concern, with many influencers failing to disclose paid partnerships.
The FTC has taken action against influencer marketing in the food and beverage industry, issuing warnings to trade associations and influencers who did not properly disclose paid promotions. Lawmakers have also urged the FTC to monitor food advertising to children more closely and provide updated data on marketing expenditures.
The Trump administration’s focus on limiting marketing to children is a notable aspect of the “Make Our Children Healthy Again Strategy,” which aims to tackle chronic health issues. While the strategy largely relies on voluntary industry actions, restrictions on marketing could play a crucial role in promoting healthier diets among kids.