Unhealthy food and child-targeted digital

The CDC measures approximately 30% of US children and adolescents are overweight or obese - a measure that has more than doubled in the past 30 years. Obesity presents a host of health detriments including low self esteem and increased risk for cardiovascular disease. Unfortunately, food marketers have contributed to the obesity epidemic. The CDC claims "foods high in total calories, sugars, salt, and fat, and low in nutrients are highly advertised and marketed through media targeted to children and adolescents, while advertising for healthier foods is almost nonexistent in comparison."

In January, the Robert Wood Johnson Foundation (RWJF) published "Recommendations for Responsible Food Marketing to Children." The authors argue that marketing standards created by the Council of Better Business Bureaus’ Children’s Food and Beverage Advertising Initiative (CFBAI), a self-regulatory effort of large food manufacturers, are insufficient. In effect since January 2014, the standards help ensure messages aimed at children present only foods which meet nutrition requirements. However, the standards fail to include all alternative media and digital marketing. The RWJF suggests wider definitions of child-targeted messages so that CPGs and fast food companies will find it more difficult to market unhealthy foods to children.

Standards set by the RWJF would cover digital marketing platforms such as Sour Patch Kids: Sour Fling app and OREO: Twist, Lick, and Dunk app. 

Sour Patch Kids: Sour Fling

OREO: Twist, Lick, Dunk

Because interactive media is especially appealing to children, it is necessary to ensure messages encourage healthy lifestyles. Companies desiring to be better corporate citizens and better serve their audience should instead use digital marketing - a means they've effectively employed to encourage unhealthy food - to market nutritional products.

Parents want healthy children. The first major CPG to stand up and produce wholesome, nutritious foods (and maybe have games, too), is sure to garner a loyal, generous following.