Child Directed Marketing In Fast Food


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Introduction Consumption of fast food has increased over the past few decades and is associated with poor health outcomes, including increased risk of obesity.1 Fast food is the secondlargest source of calories among youths ages 2 to 18, accounting for 13 percent of their total caloric intake.2 Many children eat fast food often: in 2007–08, 33 percent of 2- to 11-year-olds and 41 percent of 12- to 19-year-olds consumed food or beverages from a fast-food restaurant on a given day.3 Children who eat fast food have a higher intake of calories, total fat, saturated fat, sodium, sugar, and sugarsweetened beverages than those who do not eat fast food.4 Children who eat fast food also are less likely to meet dietary recommendations for fruits, vegetables, and dairy.5 The fast-food industry spends 660 million to market its products to children and adolescents each year and spends the most on toys for kids’ meals— 360 million for the cost of toys alone.6 These efforts help fast-food restaurants sell more than 1.2 billion kids’ meals annually, and those sales account for 20 percent of all foods and beverages sold for consumption by children.6 This has serious health implications.. BTG Research Brief – Child-Directed Marketing Within and Around Fast-Food Restaurants www.bridgingthegapresearch.org 3 Figure 2 Prevalence of Various Child-Directed Marketing Strategies Used Within and Around Fast-Food Restaurants that Serve Kids’ Meals, By Chain Status Indoor display of kids’ meal toys 3-D cartoon characters on exterior Exterior ads with cartoon characters Exterior play area Exterior ads with TV/movie/sport figures Interior play area Exterior ads with kids’ meal toys Other child-directed ads on exterior of prevalence 67 70 60 50 43 40 30 20 10 35 34 31 25 27 15 8 7 11 9 7 1 2 12 11 10 9 1 0 1 0 0 1 2 19 15 1 2 4 8 0 All Fast-Food Restaurants Non-Chain Restaurants Chain Restaurants CFBAI Participating Chain Restaurants 18 Conclusions and Policy Implications both restaurant chains


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