Author Interviews, Nutrition / 09.11.2014
Fast Food Marketing Targets Middle Income, Black and Rural Kids
MedicalResearch.com Interview with
Punam Ohri-Vachaspati, Ph.D.,R.D
Associate Professor, Nutrition
Arizona State University
School of Nutrition and Health Promotion
College of Health Solutions Phoenix, AZ 85004
Medical Research: What is the background for this study? What are the main findings?
Dr. Ohri-Vachaspati: Fast food is heavily marketed to kids -- with the food industry spending over $700 million each year to market their products specifically to children and adolescents. About half of this money goes towards premiums like toys given away with kids meals. And marketing works --exposure to food marketing is associated with higher fast food consumption among children. Research has shown us that 2-18 year olds consume 13% of their total calories at fast food restaurants. Children who eat at fast food restaurants are likely to have poor diets and worse health outcomes.
In this study we wanted to examine which communities are more vulnerable to child-directed marketing on the interior and exterior of fast food restaurants. Over a three year period (2010, 2011, and 2012) we sampled nearly 7000 restaurants from a whole spectrum of communities across the US. Child-directed marketing measured inside fast food restaurants included indoor play area and display of kids’ meal toys, and on the exterior included advertisements with cartoon characters, advertisements with movie, TV or sports figures, and advertisements for kids’ meal toys among others.We found that more than a fifth of fast food restaurants used child-directed marketing on the inside or on the exterior of their premises. Middle-income communities, majority black communities and rural areas were disproportionately exposed to this type of child-directed marketing.
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