Kids target of $1.6 billion in food ads

By Joshuah | Published: July 29, 2008

The primary way that this is accomplished is the television. Turn it off. Throw it away. Take the kids into the garden and orchard. Involve them in the process.

Via: guardian.co.uk

The nation’s largest food and beverage companies spent about $1.6 billion in 2006 marketing their products – especially carbonated drinks – to children, according to a Federal Trade Commission report.

The report, to be released Tuesday, stems from lawmakers’ concern about growing obesity rates in children. It gives researchers new insight into how much companies are spending to attract youth to their products, and what venues the companies are using for their marketing. To come up with its estimate, the FTC used confidential financial data that it required the companies to turn over. An executive summary of the report was obtained by The Associated Press.

Overall, the spending was less than some previous estimates had indicated. Still, it represents a large pot of money that is being used to entice children to foods that are often unhealthy choices, said Sen. Tom Harkin, D-Iowa, who had sought the study.

“This study confirms what I have been saying for years. Industry needs to step up to the plate and use their innovation and creativity to market healthy foods to our kids,” Harkin said. “That $1.6 billion could be used to attract our kids to healthy snacks, tasty cereals, fruits and vegetables.”

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