An ICFAI Article- CLMC 003

Group - 01 Arnab Basak- 1121101 Pankaj Sharma 1121102 Anand T S 1121103 Joy DSouza - 1121104

Obesity
US Gov. Bill for Obesity Prevention and Treatment Plentiful food supply Sedentary lifestyle About one-third of U.S. adults (33.8%) are obese. Approximately 17% (or 12.5 million) of children and adolescents aged 219 years are obese. [Data from the National Health and Examination Survey (NHANES)] 10% of preschoolers are obese Based on BMI >= 30 BMI and Body Fat- Correlation (R2 = 0.68)

Darwin missed the Trend!

Today, the overwhelming majority (97.8%) of products children see advertised on television are high in either sugar, fat or sodium, according to the Institute for Health Research and Policy at the University of Illinois at Chicago, which received a $2.1 million grant from the National Cancer Institute in 2010 to further study the relationship between exposure to advertising, eating habits, and weight.

The Reasons
Consumption of junk food containing high levels of fat and sugars Alarming of levels of patients flooding hospitals with Blood pressure and diabetes. Major food companies have targeted children and adolescents- Mc. Donalds, Kraft Foods, General Mills, Coca Cola. Tremendous marketing campaigns (Millions of $ targeted at children)

Anti- Obesity Drives

Kraft foods were first to take up anti obesity drives, by stopping ads for junk foods for children < 12 years.

Anti- Obesity Drives

Mc. Donalds emphasized on burning calories. Reduced Supersize from the menu. McDonalds Alters Happy Meals and Shrinks Fries The New York Times. Reduced Supersize from the menu.

Anti- Obesity Drives

Kraft, PepsiCo Pledge to Aid First Lady's AntiObesity Campaign - Bloomberg, May 2010 The first lady has shown tremendous leadership in calling for national action to end childhood obesity, Kellogg Chief Executive Officer David Mackay First lady Michelle Obama won pledges today from food and beverage companies including Campbell Soup Co., Kraft Foods Inc., Kellogg Co., General Mills Inc. and PepsiCo Inc., to reduce the calorie counts in their products. The foundation signed the agreement with the Partnership for a Healthier America, a nonpartisan group working to advance the goals of the first ladys Lets Move! campaign.

Source: http://www.letsmove.gov/

"The physical and emotional health of an entire generation and the economic health and security of our nation is at stake."
- First Lady Michelle Obama at the Lets Move! launch on February 9, 2010

But..
Marketing Works Unlikely for children to stop eating and companies to stop producing. Need for Proper guidance to children. Center for science and public interest- Packaging
According to Jan 2005 report in WSJ, WHO has suggested to discourage Ads that promote unhealthy food consumption among children.

Alliance for American Advertising- Defending rights to advertise to children.

QUESTION 1.
What are the reasons for companies targeting children in their advertisement campaigns ? Is it ethical on the part of the companies to do so ?

Reasons:
Main Source of Revenue Pester Power

Easy to Influence & Approach

Long Term Loyalty Relationships Huge Potential

 Its

unethical on the part of the fast food chains to indulge in advertisement targeting children.

Justifications:
Corporate

Social Responsibility. Poor Critical Analysis of Children. Poor Standardization. Deceptive Marketing.

DATA AND STATISTICS

As per the data from the National Health and Nutrition Examination Survey Approximately 17% (or 12.5 million) of children and adolescents aged 219 years are obese. Since 1980, obesity prevalence among children and adolescents has almost tripled. 1 of 7 low-income, preschool-aged children is obese.

DATA AND STATISTICS

DATA AND STATISTICS

DATA AND STATISTICS

Question - 2
In light of the recent US government findings regarding obesity in children, what in your opinion is good for companies self- regulation or government Regulations?

Initiative by Corporates
Stopped Advertising children's in Ads
Highlighted the health benefits. Promoted exercise to burn calories. Promote their products with inclusion of fresh vegetables.

Initiative by Government
Beginning with the 20062007 academic year, the U.S. government required that all federally funded schools have

local wellness policies to promote healthful living and

reduce obesity among their students. A study was conducted by Socially Constituted Food

Consumption of Adolescents Survey (SCFCAS).

The analysis estimates the effect of prohibiting junk food during school breakfast or lunch periods on the probability

that a student is overweight or obese.

Source : - EBSCO An Article on Marketing Foods and Beverages in Schools.

An Article
In 1946, the National School Lunch
Program was established to address malnutrition concerns among children

The USDAs nutrition regulations require

schools to provide meals that are

consistent with the goals of the 1995 Dietary Guidelines for Americans.
Source : - EBSCO An Article on Marketing Foods and Beverages in Schools.

An Article
During the 20032004 school year, 83% of elementary schools, 97% of middle schools,

and 99% of high schools sold competitive

foods. Competitive foods refer to all foods and

beverages at school that are sold outside the

federal school meal programs

Source : - EBSCO An Article on Marketing Foods and Beverages in Schools.

An Article
The USDA regulations prohibit schools from selling

FMNV (foods of minimal nutritional value) which

include soda drinks, chewing gum, and certain candies. It is often argued that revenue generated from competitive food sales helps school administrators balance their budgets and provides alternative funds for student activities not covered by school budgets
Source : - EBSCO An Article on Marketing Foods and Beverages in Schools.

An Article
Gender 18%

Parental monitoring Parents attitude toward

25%

Parent has more than a high school

degree.

22%

Eats breakfast at school cafeteria. Student physically active. 34%

school food and drink

marketing.
School policy mix School prohibits junk food at meals

Parents weekly hours of physical activity. Parents attitude toward advertising.

Source : - EBSCO An Article on Marketing Foods and Beverages in Schools.

WHO Statistic 1990 2020

Number of Overweight children (in Millions)

Source : - World Health Organization Statistical Data. http://www.who.int/nutgrowthdb/overweight_obesity_n1990_2020.pdf

Thank you