Marketing to Kids

RWJF Priority: Reduce youths’ exposure to the marketing of unhealthy foods through regulation, policy, and effective industry self-regulation

Unhealthy foods and beverages are heavily marketed to children, and research shows that exposure to food marketing messages increases children’s obesity risk. Food and beverage companies also target African-American and Latino children with more advertising and for products that are less healthy. Some studies suggest that marketing restrictions are among the most powerful and cost-effective interventions available.

The resources below, from RWJF grantees and partners, explore how food and beverage marketing affects children’s food preferences and their risk for obesity.

Childhood Obesity Policy Priorities

Health policy snapshot

What Does Mobile and Digital Marketing Have to do with Childhood Obesity?

Digital technology is transforming how food and beverage companies market their products to young people, particularly African-American and Hispanic youths.

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From Healthy Eating Research

Food and Beverage Marketing to Children and Adolescents

This review finds that self-regulation by the food and beverage industry is not likely to reduce marketing of unhealthy foods to children and adolescents significantly.

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From Bridging the Gap

Child-Directed Marketing Within and Around Fast-Food Restaurants

The fast-food industry spends $660 million a year to market its products to youth and indoor displays for kids’ meals toys are the most prevalent child-directed marketing strategy they use.

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From the Yale Rudd Center for Food Policy & Obesity

Cereal FACTS 2012

Cereal companies have improved the nutritional quality of most cereals marketed directly to children, but they have increased advertising to children for many of their least nutritious products.

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From the Yale Rudd Center for Food Policy & Obesity

Fast Food FACTS

Children as young as age 2 are seeing more fast food ads than ever before, and restaurants rarely offer parents the healthy kids’ meal choices.

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On The Run: How Families Struggle To Eat Well And Exercise

On the Run: Challenges and Solutions

A poll reveals that many parents face a variety of barriers to helping their children lead healthy lives, especially during the "crunch time" from 3 p.m. to bedtime.

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More Research and Resources on Marketing to Kids

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Zoning for Healthy Food Access Varies by Community Income

April 1, 2012 | Issue Brief

Zoning and land use laws allow or prohibit different types of food outlets, such as supermarkets, farmers’ markets, fast-food restaurants, and convenience stores, in a community. As such, these laws affect people’s access to healthy affordable foods ...

Robert Wood Johnson Foundation Names Charles "Robin" Hogen New Vice President, Communications

March 27, 2012 | News Release

Hogen, whose experience includes having run a large corporate foundation, worked in public affairs and government affairs in the health care sector, and run his own communications consultancy.

Perceptions of the Food Marketing Environment Among African American Teen Girls and Adults

February 1, 2012 | Journal Article

African-American adolescents, particularly girls, are disproportionately affected by obesity. The food marketing environment has been shown to be an influencing environmental factor in youth obesity, yet little is understood about how African Americ ...

Food Marketing to Children Through Toys

January 1, 2012 | Journal Article

Restaurants influenced by ordinance promoted healthy meal items and discontinued distribution of toys with unhealthy food items.

Sugary Drink FACTS

October 31, 2011 | Issue Brief

Young people are being exposed to a substantial amount of marketing for sugary drinks, such as full-calorie soda, sports drinks, energy drinks, and fruit drinks, according to a new study from the Yale Rudd Center for Food Policy & Obesity.

Digital Food Marketing to Children and Adolescents

October 1, 2011 | Report

Analysis shows significant growth in digital marketing practices.

Industry Progress to Market a Healthful Diet to American Children and Adolescents

September 1, 2011 | Journal Article

Five years after an IOM expert committee report on food and beverage marketing, industry stakeholders have not significantly improved their practices to promote a healthful diet to children and adolescents.

Protecting Children from Harmful Food Marketing

September 1, 2011 | Journal Article

This article focuses on policy options for municipalities that are seeking ways to limit harmful food marketing at the community level.

Does Food and Beverage Marketing Influence Children's Food Choices?

July 1, 2011 | Issue Brief

Food and beverage companies market extensively to children, even those as young as 2.

Food and Beverage Marketing to Children and Adolescents

April 1, 2011 | Report

Evidence shows that children’s and adolescents’ exposure to high-calorie, high-fat, sugary and low-nutrient foods and beverages is more extensive and pervasive. Focusing on studies published between January 2008 and February 2011, this synthesis exa ...