WHO Is Pushing For Stricter Food Marketing Guidelines For Children

Walking down the cereal aisle, the smiling cartoon characters that adorn every box beckon shoppers to purchase them. While children grow up loving Tony the Tiger and Toucan Sam, the World Health Organization (WHO) wants to see stricter food marketing guidelines for children. The organization prefers to highlight that a happier meal is full of more balanced food choices.

According to the medical journal JAMA Pediatrics, an analysis of 96 studies found that "food marketing was associated with increased intake, choice, preference, and purchase requests in children and adolescents." The study recommended that restricting children's exposure to this type of marketing would positively impact childhood health.

Speaking to WHO's new recommendations, Dr. Francesco Branca, Director of the Department of Nutrition and Food Safety of WHO stated that "aggressive and pervasive marketing of foods and beverages high in fats, sugars and salt to children is responsible for unhealthy dietary choices." Whether it is a catchy jingle, a television connection, or a celebrity endorsement, the marketing techniques persuade the young consumer to want, need, or otherwise crave that particular food offering.

Although this idea is the purpose of advertising, WHO wants governments to consider more oversight to limit or restrict specifically targeting a younger demographic with its campaigns. The food choice may not be removed; rather, the shiny toy in the box might not be front and center on the packaging. While these WHO recommendations could supplement healthier food environments, governments and companies are the ones that need to implement these concepts.

Some people can appreciate that choosing a bowl of fruit over a bowl of candy can be a more balanced eating option. But, that catchy snack jingle can create a craving that needs to be satisfied. Although creative advertising is meant to make a memorable impact, the U.S. Federal Trade Commission (FTC) has suggestions to help monitor direct food marketing to children.

Although the FTC guidelines are self-regulatory, the government agency recommends that both food and media companies use "their talents to promote healthier choices for children and adolescents." In 2006, it was found that "44 major food and beverage marketers spent $1.6 billion to promote their products to children under 12 and adolescents ages 12 to 17 in the United States." While some food marketers implemented change under the self-regulatory guidelines, the choices are not mandated by the government.

While the FTC does have sway in marketing standards and protections under the Children's Online Privacy Protection Act, those regulations are different from food marketing. As WHO suggests stricter guidelines, the FTC might consider reevaluating the self-regulating concepts. Without firm, required standards for companies, the WHO report makes for an interesting discussion on food and marketing but lacks the backbone to make real change. Establishing healthy eating habits does not have to come with an iron fist, but it might need a firm hand to influence buying choices.