A recent study found that children exposed to child-specific advertisements from brands that offer kid's food meals are linked to increased family visits to these fast food restaurants. But what exactly do these advertisements show?
A research team from the Geisel School of Medicine at Dartmouth analyze all fast food television (TV) advertisements that were released in 2009. Led by Dr. Jennifer A. Emond, the team found that toy giveaways are powerful factors that coax children into asking their parents to visit the fast food chain. The team also found that high exposure to these TV advertisements leads to more frequent visits.
The study used 2009 data and the children-directed marketing initiatives of major fast food chains have improved since then. Based on a 2013 report, findings showed two major fast food chains, Burger King and McDonald's, have lessened their children-targeted marketing programs. However, many youth-targeted TV advertisements still pop up and get the boot.
In early 2015, youth advertising watchdog - Children's Advertising Review Unit (CARU) - reprimanded McDonald's for the 30-seconder TV ad for Happy Meals which showcased their "Teenie Beanie Baby Boo" toys.
"Advertisers should recognize that their use of premiums, kids' clubs, contests and sweepstakes has the potential to enhance the appeal of their products to children," CARU wrote. The watchdog advised that advertisers should focus the young consumer's attention on the primary product (food meal). Television advertisements for kids should leave the 'premium message' as a secondary focus.
Children-targeted ads are so powerful amongst children because they focus on one birthright that is ideal for child development: play. The United Nations High Commission for Human Rights recognized play as a right of every child because of its importance in ideal child development.
Playing, particularly with toys, improves the child's creativity, dexterity, imagination, reasoning and emotional strengths. Through play, children get to interact and engage in their environment, thus making it an important part of brain development.
In Emond's study, findings suggest children's food inclination may be influenced by the children's strong desire to get the toys featured in the TV advertisements. These brands are advertising to a demographic with limited knowledge and experience.
Early introduction to fast food can become a life-long habit that could lead to long-term illnesses like obesity and diabetes. In 2009, Brazil's Sao Paulo state federal prosecutor Marcio Schusterschitz asked a judge to ban the sales of toys at popular fast food chains such as Burger King and McDonald's. He insisted that fast food promotion of toys lure children to eat fast food meals, which are high in fat and sugar, by creating 'emotional associations'. Fast food consumption at an early age can turn into life-long habits.
"They should recognize that younger children have a limited capacity to evaluate the credibility of information, may not understand the persuasive intent of advertising, and may not even understand that they are being subject to advertising," wrote CARU in their guidelines.
Photo: Andreas Wieser | Flickr
