Business News

Grocery Manufacturers Association and Association of National Advertisers: Children Seeing Fewer Food, Beverage and Restaurant Ads

Thursday 25. September 2008 - Advertising mix shifting toward lower-calorie choices

The Grocery Manufacturers Association (GMA) and the Association of National Advertisers (ANA) today formally requested that a Georgetown Economic Services (GES) report documenting a significant reduction in food, beverage and restaurant advertising seen by children be included in the record of the Appropriations Subcommittees on Labor, Health and Human Services and Related Agencies and Financial Services and General Government joint hearing regarding food marketing to kids.

Letters highlighting the findings of the report, along with copies of the report, were sent to the Subcommittee chairmen and ranking members U.S. Senators Richard J. Durbin, Tom Harkin, Sam Brownback, and Arlen Specter as well as to FTC Commissioner William E. Kovacic and FCC Commissioner Kevin J. Martin who both testified at today’s hearing.

“The food and beverage industry has been working with policymakers, non-governmental organizations, parents, advertisers and other stakeholders in recent years to restructure its marketing practices to promote nutritious choices and promote a healthier lifestyle,” said GMA interim president and CEO Manly Molpus. “While there is more work to be done, the GES report showcases the fact that industry’s commitment, combined with voluntary marketing changes, is working.”

“For almost three decades, the advertising community has recognized the importance of marketing to children in an appropriate and responsible way,” said Bob Liodice, President and CEO of the Association of National Advertisers, “The latest data from the GES report, combined with the positive steps taken by the members of the Children’s Food and Beverage Advertising Initiative of the Council of Better Business Bureaus (CBBB), demonstrate real progress by industry.”

Among the highlights of the GES report:

— The typical child saw nearly 10% fewer food and beverage ads on
children’s TV in 2007 than in 2006.
— Since 2004, the decline is 25%.
— The typical 12-17 year-old adolescent saw nearly 5% fewer food and
beverage ads in 2007.
— Inflation adjusted expenditures on food, beverage and restaurant
advertising dropped over 6% last year.
— The mix of advertising continues to shift. Since 2004:
— Advertising is growing fastest for bottled water and fruits and
vegetables.
— Advertising is shrinking fastest for cookies, gum and mints and
snacks.
— Non-television media still carry too little food, beverage and
restaurant advertising to affect the television trends.