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Challenges and Opportunities for Change in Food Marketing to Children and Youth - Workshop Summary (Paperback)
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Challenges and Opportunities for Change in Food Marketing to Children and Youth - Workshop Summary (Paperback)
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The childhood obesity epidemic is an urgent public health problem.
The most recent data available show that nearly 19 percent of boys
and about 15 percent of girls aged 2-19 are obese, and almost a
third of U.S. children and adolescents are overweight or obese
(Ogden et al., 2012). The obesity epidemic will continue to take a
substantial toll on the health of Americans. In the midst of this
epidemic, children are exposed to an enormous amount of commercial
advertising and marketing for food. In 2009, children aged 2-11 saw
an average of more than 10 television food ads per day (Powell et
al., 2011). Children see and hear advertising and marketing
messages for food through many other channels as well, including
radio, movies, billboards, and print media. Most notably, many new
digital media venues and vehicles for food marketing have emerged
in recent years, including Internet-based advergames, couponing on
cell phones, and marketing on social networks, and much of this
advertising is invisible to parents. The marketing of high-calorie,
low-nutrient foods and beverages is linked to overweight and
obesity. A major 2006 report from the Institute of Medicine (IOM)
documents evidence that television advertising influences the food
and beverage preferences, requests, and short-term consumption of
children aged 2-11 (IOM, 2006). Challenges and Opportunities for
Change in Food Marketing to Children and Youth also documents a
body of evidence showing an association of television advertising
with the adiposity of children and adolescents aged 2-18. The
report notes the prevailing pattern that food and beverage products
marketed to children and youth are often high in calories, fat,
sugar, and sodium; are of low nutritional value; and tend to be
from food groups Americans are already overconsuming. Furthermore,
marketing messages that promote nutrition, healthful foods, or
physical activity are scarce (IOM, 2006). To review progress and
explore opportunities for action on food and beverage marketing
that targets children and youth, the IOM's Standing Committee on
Childhood Obesity Prevention held a workshop in Washington, DC, on
November 5, 2012, titled "New Challenges and Opportunities in Food
Marketing to Children and Youth." Table of Contents Front Matter 1
Introduction and Themes of the Workshop 2 Progress Since *Food
Marketing to Children and Youth: Threat or Opportunity?* 3 Emerging
Issues in Food Marketing 4 Innovations and Future Work in Industry
Practices 5 Emerging Policy Initiatives and Communication
Strategies 6 Discussions References Appendix A: Workshop Agenda
Appendix B: Workshop Participants Appendix C: Acronyms and
Abbreviations Appendix D: Speaker Biographical Sketches
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