TV News LIES

Wednesday, Oct 01st

Last update06:10:04 AM GMT

You are here News Journalism & Media Junk food advertisers may exploit TV loophole

Junk food advertisers may exploit TV loophole

E-mail Print PDF

Coke at American Idol judges tableCompanies that have pledged not to market unhealthy food and drinks directly to children may be turning to product placement on television shows instead of traditional ads to target youngsters, a new study showed.

This type of disguised advertising, including high exposure to sugary soft drinks on prime-time TV, is a major contributing factor to childhood obesity, according to the Yale University study released Tuesday.

"It is a very subtle message that kids aren't likely to get," said Jennifer Harris, a co-author of the study and director of marketing initiatives at Yale's Rudd Center for Food Policy and Obesity.

The Yale study aimed to quantify how many product placements appear on prime-time TV and also determine how many of those that kids actually see.

Researchers analyzed Nielsen media data from 2008 and found some 35,000 brand placements had appeared on prime-time television that year. Children tend to see about 14 traditional advertisements for food and beverages each day on television compared to one of these product placements, it said.

But children don't yet have the cognitive ability to understand that the popular soda, candy and snack brands they see on prime-time shows are a means of advertising.

"It is even more difficult for younger children to understand this is advertising and that it is persuading them to do something that isn't the best thing for them," Harris said.

Despite most major food companies pledging not to pay for unhealthy food ads in children's programing, brand appearances in prime-time shows and sportscasts viewed by a wide audience, including kids, is exposing them to these products anyway, Harris said.

More...


Most Recent Related Stories...


Which Deaths Matter? How the media covers the people behind today's grim statistics

Media coverage of worldwide deathsThe past several months have been scarred by international crisis and turmoil, from strife in Gaza...

WCBS-TV reporter John Slattery dies of heart attack hours after last newscast

John SlatteryEmmy-winning local news mainstay John Slattery, a 30-year veteran of WCBS-TV, died after a sudden heart...

Glenn Greenwald: Media Way Overhyped Khorasan Group Threat

Glenn GreenwaldWhen the United States suddenly announced last week that it had attacked a militant group called...

Corporate TV Misses Yet Another Opportunity To Cover Climate Change

Climate marchThe People's Climate March on Sunday was perhaps the largest climate change protest in history. Hundreds...
 
America's # 1 Enemy
Tee Shirt
& Help Support TvNewsLIES.org!
TVNL Tee Shirt
 
TVNL TOTE BAG
Conserve our Planet
& Help Support TvNewsLIES.org!
 
Get your 9/11 & Media
Deception Dollars
& Help Support TvNewsLIES.org!
 
The Loaded Deck
The First & the Best!
The Media & Bush Admin Exposed!