Health + Safety

Beverage Companies Continue To Target Children

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11-18-2014 12-29-38 PM

Children may be seeing fewer ads on television for sugary drinks, but they remain the prime targets for marketers, a report conducted by Yale’s Rudd Center for Food Policy and Obesity found.

Through other means such as product placement and social media, kids between ages 6 to 11 years old viewed 39 percent fewer television ads for sugary drinks in 2013 than they did in 2010. Teens also saw a 30 percent drop in television ads with a decline in the number of ads found on websites mostly visited by children during the time period as well, stated a report based on Nielsen data on advertising exposure.

However, according to Yale researchers, beverage companies found ways to reach children and teens through social media sites like Facebook and Twitter. They also used mobile apps as a means of marketing unhealthy products.

“They’re trying to talk about offering healthier choices and lower sugar products, and that’s really great,” said Jennifer Harris, the lead author of the report. “But if they keep marketing their high-sugar products to children and teens, they can’t say they are being a part of the solution.”

The Children’s Food and Beverage Advertising Initiative (CFBAI) regulates advertising placed in TV and other media where 35% or more of the audience is made up of children under 11 years old, however, children’s exposure to unhealthy drinks have increased since 2010.

*Read the FULL REPORT conducted by Yale Rudd Center for Food Policy & Obesity.

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