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Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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Challenges and Opportunities

FOR CHANGE IN FOOD MARKETING TO CHILDREN AND YOUTH

Workshop Summary

Heather Breiner, Lynn Parker, and Steve Olson, Rapporteurs

Standing Committee on Childhood Obesity Prevention

Food and Nutrition Board

INSTITUTE OF MEDICINE
OF THE NATIONAL ACADEMIES

THE NATIONAL ACADEMIES PRESS

Washington, D.C.

www.nap.edu

Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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THE NATIONAL ACADEMIES PRESS    500 Fifth Street, NW    Washington, DC 20001

NOTICE: The project that is the subject of this report was approved by the Governing Board of the National Research Council, whose members are drawn from the councils of the National Academy of Sciences, the National Academy of Engineering, and the Institute of Medicine.

This project was supported by Contract/Grant No. 69449 between the National Academy of Sciences and the Robert Wood Johnson Foundation. The views presented in this publication do not necessarily reflect the views of the organizations or agencies that provided support for this project.

International Standard Book Number-13: 978-0-309-26953-7
International Standard Book Number-10: 0-309-26953-9

Additional copies of this workshop summary are available for sale from the National Academies Press, 500 Fifth Street, NW, Keck 360, Washington, DC 20001; (800) 624-6242 or (202) 334-3313; http://www.nap.edu.

For more information about the Institute of Medicine, visit the IOM home page at: www.iom.edu.

Copyright 2013 by the National Academy of Sciences. All rights reserved.

Printed in the United States of America

Cover credit: Design by Casey Weeks.

The serpent has been a symbol of long life, healing, and knowledge among almost all cultures and religions since the beginning of recorded history. The serpent adopted as a logotype by the Institute of Medicine is a relief carving from ancient Greece, now held by the Staatliche Museen in Berlin.

Suggested citation: IOM (Institute of Medicine). 2013. Challenges and opportunities for change in food marketing to children and youth: Workshop summary. Washington, DC: The National Academies Press.

Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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Knowing is not enough; we must apply.
Willing is not enough; we must do.

—Goethe

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INSTITUTE OF MEDICINE
OF THE NATIONAL ACADEMIES

Advising the Nation. Improving Health.

Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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THE NATIONAL ACADEMIES

Advisers to the Nation on Science, Engineering and Medicine

The National Academy of Sciences is a private, nonprofit, self-perpetuating society of distinguished scholars engaged in scientific and engineering research, dedicated to the furtherance of science and technology and to their use for the general welfare. Upon the authority of the charter granted to it by the Congress in 1863, the Academy has a mandate that requires it to advise the federal government on scientific and technical matters. Dr. Ralph J. Cicerone is president of the National Academy of Sciences.

The National Academy of Engineering was established in 1964, under the charter of the National Academy of Sciences, as a parallel organization of outstanding engineers. It is autonomous in its administration and in the selection of its members, sharing with the National Academy of Sciences the responsibility for advising the federal government. The National Academy of Engineering also sponsors engineering programs aimed at meeting national needs, encourages education and research, and recognizes the superior achievements of engineers. Dr. Charles M. Vest is president of the National Academy of Engineering.

The Institute of Medicine was established in 1970 by the National Academy of Sciences to secure the services of eminent members of appropriate professions in the examination of policy matters pertaining to the health of the public. The Institute acts under the responsibility given to the National Academy of Sciences by its congressional charter to be an adviser to the federal government and, upon its own initiative, to identify issues of medical care, research, and education. Dr. Harvey V. Fineberg is president of the Institute of Medicine.

The National Research Council was organized by the National Academy of Sciences in 1916 to associate the broad community of science and technology with the Academy’s purposes of furthering knowledge and advising the federal government. Functioning in accordance with general policies determined by the Academy, the Council has become the principal operating agency of both the National Academy of Sciences and the National Academy of Engineering in providing services to the government, the public, and the scientific and engineering communities. The Council is administered jointly by both Academies and the Institute of Medicine. Dr. Ralph J. Cicerone and Dr. Charles M. Vest are chair and vice chair, respectively, of the National Research Council.

www.national-academies.org

Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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PLANNING COMMITTEE ON NEW CHALLENGES
AND OPPORTUNITIES IN FOOD MARKETING
TO CHILDREN AND YOUTH
1

WILLIAM H. DIETZ (Chair), Retired Director, Division of Nutrition, Physical Activity, and Obesity, Centers for Disease Control and Prevention, Atlanta, Georgia

KELLY D. BROWNELL, Director, Rudd Center for Food Policy and Obesity, Yale University, New Haven, Connecticut

THOMAS N. ROBINSON, Professor of Pediatrics and Medicine, Stanford Prevention Research Center, Stanford University, California

MARY T. STORY, Senior Associate Dean and Professor, Division of Epidemiology and Community Health, University of Minnesota

ELLEN WARTELLA, Al-Thani Professor of Communication, Professor of Psychology, and Professor of Human Development and Social Policy and Director of the Center on Median and Human Development, Northwestern University, Evanston, Illinois

IOM Staff

LYNN PARKER, Scholar

HEATHER BREINER, Associate Program Officer

SARAH SIEGEL, Senior Program Assistant

SARAH ZIEGENHORN, Research Assistant

ANTON L. BANDY, Financial Associate

GERALDINE KENNEDO, Administrative Assistant

LINDA D. MEYERS, Director, Food and Nutrition Board

___________________

1Institute of Medicine planning committees are solely responsible for organizing the workshop, identifying topics, and choosing speakers. The responsibility for the published workshop summary rests with the workshop rapporteurs and the institution.

Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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Reviewers

This workshop summary has been reviewed in draft form by individuals chosen for their diverse perspectives and technical expertise in accordance with procedures approved by the National Research Council’s Report Review Committee. The purpose of this independent review is to provide candid and critical comments that will assist the institution in making its published workshop summary as sound as possible and to ensure that the workshop summary meets institutional standards for objectivity, evidence, and responsiveness to the study charge. The review comments and draft manuscript remain confidential to protect the integrity of the process. We wish to thank the following individuals for their review of this workshop summary:

DAVID V. B. BRITT, Sesame Workshop (Retired)

ELIZABETH CAMPBELL, Dr. Robert C. and Veronica Atkins Center for Weight & Health, University of California, Berkeley

ELAINE D. KOLISH, Children’s Food and Beverage Advertising Initiative

ROBIN McKINNON, National Cancer Institute

Although the reviewers listed above provided many constructive comments and suggestions, they did not see the final draft of the workshop summary before its release. The review of this workshop summary was overseen by HUGH H. TILSON, University of North Carolina at Chapel Hill. Appointed by the Institute of Medicine, he was responsible for making

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Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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certain that an independent examination of this workshop summary was carried out in accordance with institutional procedures and that all review comments were carefully considered. Responsibility for the final content of this workshop summary rests entirely with the workshop rapporteurs and the institution.

Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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Suggested Citation:"Front Matter." Institute of Medicine. 2013. Challenges and Opportunities for Change in Food Marketing to Children and Youth: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/18274.
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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."

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