Challenges and Opportunities for Change in Food Marketing to Children and Youth Workshop Summary (2013) / Chapter Skim
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5 Emerging Policy Initiatives and Communication Strategies
5 Emerging Policy Initiatives and Communication Strategies
Pages 33-48
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Terry Huang, professor and chair of the Department of Health Promotion in the College of Public Health, University of Nebraska Medical Center, talked about one of the few antiobesity efforts aimed directly at Hispanics. Cheryl Healton, founding president and chief executive officer of Legacy, drew parallels between the food and tobacco industries, which suggest that similar confrontational approaches may prove useful to counter the marketing of unhealthy foods.
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• Its food team targeted four major supermarket chains to remove meat made of "pink slime"1 from their shelves. • Its toxics team successfully pressed the Food and Drug Administra tion (FDA)
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• Keep it fun. "Being able to provide these levels of engagement has been hugely popular with people who want to make a better world for themselves and for their families." -- Monifa Bandele
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. SaludableOmaha is a program in South Omaha aimed at combining youth advocacy with social marketing and partnerships to create a Latino health movement.
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Managing social marketing and social media requires considerable effort on a daily basis. • For a host of reasons, it can be difficult to capture the attention and time of minority youth.
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The tobacco industry frames smoking as a personal choice, and according to Healton, the food industry is followng this lead (the food industry does not face issues such as second i hand smoke, which can harm other people)
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have written, "If consumers' demand for food were to reflect what they needed to maintain a healthy weight, the market would contract." A Countermarketing Campaign Healton advocated for a large national food countermarketing campaign that would be funded by a variety of mechanisms and be independent of the food industry. As an example, she cited the truth® campaign, a branded national smoking prevention campaign designed to reach at‑risk youth aged 12-17, primarily through edgy television ads with an antitobacco industry theme.
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Recently, however, industry advocates have successfully advanced a novel interpretation of the First Amendment in the courts against government policies addressing the pervasive marketing of products that lead to lifelong illness and early death. This troubling trend in constitutional law has occurred during the same
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Graff discussed five challenges that the commercial speech doctrine poses for public health, along with some opportunities to address them. The Concept of the Rational Consumer The first challenge involves the Supreme Court's justification for extending strong First Amendment protection to advertising.
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On the one hand, in a recent case involving age restrictions on extremely violent video games, the Supreme Court said that minors have free speech rights to be exposed to offensive digital images and ideas. The Court could apply the same approach to the right of adolescents to be exposed to commercial advertising.
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In selecting nine images that would effectively convey the negative health effects of smoking, the FDA relied on evidence, including international studies, showing that graphic warnings cause people to think more about quitting, as well as an FDA consumer study focused on the salience measures reported for a set of 36 proposed images. The appeals court struck down the FDA's chosen images, interpreting Supreme Court precedent as requiring that the FDA quantify "with statistical precision" how much the graphic warnings would reduce smoking rates.
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Graff described three cases in which the affected industries painted simple informational messages coming from the government as coercive violations of corporate free speech rights: the first involved draft recommendations on food marketed to children from a federal Interagency Working Group on Food Marketed to Children, the second pertained to the FDA's graphic tobacco warnings depicting the hazards of smoking, and the third was in regard to a local law requiring that campaign flyers disclose major funding from out-of-city contributors. Graff posed the question of what is to keep the government's messages from being drowned out.
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report titled Marketing Food to Children: The Global Regulatory Environment, "some experts have suggested that the marketing of such [high-fat, -sugar, and -salt] foods contributes to an ‘obesogenic' environment that makes healthy food choices more difficult, especially for children." • The International Obesity Task Force released a set of principles in 2006 regarding the rights and protection of children and restraints that should be placed on targeted marketing (Swinburn et al., 2008)
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. • In 2011 the Pan American Health Organization issued the report Recommendations from a Pan American Health Organization Expert Consultation on the Marketing of Food and Non-Alcoholic Beverages to Children in the Americas (PAHO, 2011)
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, the International Food and Beverage Alliance has issued pledges to limit marketing to children. This policy has improved over time, although it still has uncertain definitions and other limitations.
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"Things have moved quite a lot outside of the United States, both in policies and regulatory practices." -- Tim Lobstein
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