Advertising sugary cereals to children needs regulation, report says
By Carey Gillam
Food companies are continuing to push unhealthy cereals high in sugar content into the diets of young children through targeted television advertising despite pledges by leading companies to voluntarily regulate such advertising, according to a new analysis.
The report by the Rudd Center for Food Policy and Health at the University of Connecticut, published Thursday in the American Journal of Preventative Medicine, looked at the purchases of high-sugar children’s breakfast cereals by US households over nine years and how the amount of TV advertising directed to children versus adults impacted those choices. The authors said they found that advertising to children had a significant impact on cereal purchase decisions.
“Despite promises to only advertise healthier options directly to children and the availability of nutritious cereals in their product portfolios, cereal companies continue to market their least healthy products directly to children,” Jennifer Harris, lead author and senior research advisor at the Rudd Center, said in a statement.
“Our research provides strong evidence that discontinuing all advertising of nutritionally poor foods directly to children would likely negatively impact food companies’ bottom-line, which explains why they appear to resist doing the right thing for children’s health,” Harris said.
The paper cites statistics showing that two-thirds of US children consume more than the recommended limit for added sugar, or roughly 10% of daily calories, with cereals among the top food sources for added sugar in children’s diets.