Navigation Links
Fast food giants' ads for healthier kids meals don't send the right message
Date:3/31/2014

(Lebanon, NH, 3/31/14) Fast food giants attempts at depicting healthier kids' meals frequently goes unnoticed by children ages 3 to 7 years old according to a new study by Dartmouth-Hitchcock Norris Cotton Cancer Center. In research published on March 31, 2014 in JAMA Pediatrics, Dartmouth researchers found that one-half to one-third of children did not identify milk when shown McDonald's and Burger King children's advertising images depicting that product. Sliced apples in Burger King's ads were identified as apples by only 10 percent of young viewers; instead most reported they were french fries.

Other children admitted being confused by the depiction, as with one child who pointed to the product and said, "And I see someare those apples slices?"

The researcher replied, "I can't tell youyou just have to say what you think they are."

"I think they're french fries," the child responded.

To view a videotape of this and other responses from children participating in the study, click on the following link: http://youtu.be/Tl9uHUeWztY

"Burger King's depiction of apple slices as 'Fresh Apple Fries' was misleading to children in the target age range," said principal investigator James Sargent, MD, co-director Cancer Control Research Program at Norris Cotton Cancer Center. "The advertisement would be deceptive by industry standards, yet their self-regulation bodies took no action to address the misleading depiction."

In 2010 McDonald's and Burger King began to advertise apples and milk in kids meals. Sargent and his colleagues studied fast food television ads aimed at children from July 2010 through June 2011. In this study researchers extracted "freeze frames" of Kids Meals shown in TV ads that appeared on Cartoon Network, Nickelodeon, and other children's cable networks. Of the four healthy food depictions studied, only McDonald's presentation of apple slices was recognized as an apple product by a large majority of the target audience, regardless of age. Researchers found that the other three presentations represented poor communication.

This study follows an earlier investigation conducted by Sargent and his colleagues, which found that McDonald's and Burger King children's advertising emphasized giveaways like toys or box office movie tie-ins to develop children's brand awareness for fast food chains, despite self-imposed guidelines that discourage the practice.

While the Food and Drug Administration and the Federal Trade Commission play important regulatory roles in food labeling and marketing, the Better Business Bureau operates a self-regulatory system for children's advertising. Two different programs offer guidelines to keep children's advertising focused on the food, not toys, and, more specifically, on foods with nutritional value.

"The fast food industry spends somewhere between $100 to 200 million dollars a year on advertising to children, ads that aim to develop brand awareness and preferences in children who can't even read or write, much less think critically about what is being presented." said Sargent.


'/>"/>
Contact: Donna Dubuc
donna.M.Dubuc@Dartmouth.edu
603-653-3615
The Geisel School of Medicine at Dartmouth
Source:Eurekalert

Related medicine news :

1. NFL Season Ticket Packages: NFL Season Ticket Prices Slashed on Detroit Lions, Atlanta Falcons, Denver Broncos, New York Giants, Cincinnati Bengals, St. Louis Rams & More
2. Sleep Apnea Treatment Becoming More Popular in New York After Long Island Dental Sleep Medicine Begins Treatment on OJ Anderson, Giants Super Bowl Champion
3. Healthy Snack Food Brand, Extend Nutrition, Tackles the Junk-Food Giants
4. For Healthier Eating, Keep Fruits, Veggies Within Reach
5. Menu labeling requirements lead to healthier options at chain restaurants
6. Workers With Paid Sick Days Healthier, More Productive: Study
7. Living Without Lies Might Make You Healthier
8. Junk Food Laws in Schools May Mean Healthier Kids: Study
9. Midlife Fitness May Mean Healthier Old Age, Study Finds
10. Low-Cal Diets Kept Monkeys Healthier, But Didnt Lengthen Lives
11. Turning Off the Tube Linked to Healthier Weight in Teens
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/26/2016)... , ... June 26, 2016 , ... ... once they have been diagnosed with endometriosis. These women need a treatment plan ... require a comprehensive approach that can help for preservation of fertility and ultimately ...
(Date:6/25/2016)... ... 2016 , ... First Choice Emergency Room , the largest network of ... Medical Director of its new Mesquite-Samuell Farm facility. , “We are pleased to ... said Dr. James M. Muzzarelli, Executive Medical Director of First Choice Emergency Room. ...
(Date:6/24/2016)... Los Angeles, CA (PRWEB) , ... June 24, 2016 , ... ... plastic surgery procedures that most people are unfamiliar with. The article goes on to ... known procedures, but also many of these less common operations such as calf and ...
(Date:6/24/2016)... MIAMI, Fla. (PRWEB) , ... June 24, 2016 , ... ... Florida Trend magazine’s 2016 Legal Elite. The attorneys chosen by their peers for this ... of Florida. , Seven Greenberg Traurig Shareholders received special honors as members of this ...
(Date:6/24/2016)... ... June 24, 2016 , ... ... the Clinical Decision Making in Emergency Medicine conference in Ponte Vedra Beach, FL. ... articles published in Emergency Medicine Practice and Pediatric Emergency Medicine Practice. ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... , June 23, 2016 Research and ... Global Market - Forecast to 2022" report to their ... treatment method for the patients with kidney failure, it replaces ... fluid from the patient,s blood and thus the treatment helps ... and chloride in balance. Increasing number of ...
(Date:6/23/2016)... , June 23, 2016 Roche (SIX: ... 510(k) clearance for its Elecsys BRAHMS PCT (procalcitonin) assay ... sepsis or septic shock. With this clearance, Roche is ... a fully integrated solution for sepsis risk assessment and ... with bacterial infection and PCT levels in blood can ...
(Date:6/23/2016)... -- Bracket , a leading clinical trial technology and ... platform, Bracket eCOA (SM) 6.0, at the 52 nd ... 2016 in Philadelphia , Pennsylvania.  A demonstration ... of its kind to fully integrate with RTSM, will be ... is a flexible platform for electronic clinical outcomes assessments that ...
Breaking Medicine Technology: