CFK Reports From: Graduate School Lecture Series at Georgetown University
Event: Lecture by Sandra L. Calvert, Professor of Psychology and Director of Children’s Media Center; Georgetown
Organized By: Georgetown University Psychology Department
Where/When: McShain Lounge – Georgetown University, March 23, 2006

Report by: Roshin Mathew

Georgetown University psychology professor Sandra Calvert, spoke to an audience of Georgetown students and professors about her work contributing to the Food Marketing to Children and Youth: Threat or Opportunity study, commissioned in 2004 by the U.S. Congress and directed by the Institute of Medicine (IOM). Calvert also spoke about what her group did not study: the influence of the Internet and cell phone advertisements on the diets of kids and adolescents. She believes those two advertising vehicles are becoming increasingly influential, and should be the next focus for research: "The real hub of the wheel will be the Internet, and it is only a click away."

However, according to Calvert, the funding sources for such research do not exist. Calvert would like to see a study which investigates the effect of websites like Candystand.com, where kids are encouraged to play games with branded candy or websites like NeoPets, where kids play with virtual pets and sign up to win free Happy Meals while they feed their pets McDonald’s products.

In terms of what the IOM study did reveal, it reported that 9 million children and youth are obese, and 15 percent are at risk of becoming obese. Calvert explained current diet patterns which reveal that kids and adolescents are eating too much sugar, sodium, saturated fat, and not enough whole grains, fruits, vegetables, milk, potassium, fiber, magnesium, and vitamin E.

The report went on to say food and beverage marketers have underutilized their creativity and resources to develop and promote products which support a nutritious diet. At present, 11 billion dollars are spent on food and drink advertisements per year, and of the 11 billion, 10 billion are spent marketing directly to kids. The number one product is candy, which is primarily marketed to kids.

Advertisements reach children and teenagers from various venues: schools, grocery stores, malls, theatres, sporting events, and child care centers. The messages funnel through broadcast, print, cell phones, and the Internet. The study concluded "television advertising influences children to prefer and request high-calorie and low nutrient foods and beverages."

Professor Calvert concluded her talk by saying, "We are coming to a tipping point. Consumers are becoming more aware (of the influence of food and beverage advertisements), and industry will need to answer."

Food Marketing to Children and Youth: Threat or Opportunity (full version)