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Report takes kid-targeted food marketing to task.
(From CBS Marketwatch (Stories))
SAN FRANCISCO (MarketWatch) -- SpongeBob's diet may be full of holes, at least when it comes to the way the cartoon character is used to sell food to children.
That's just one of the complaints in a new report that takes food marketers to task over their role in the growing problem of childhood obesity in the U.S.
The report, which Congress asked for, hits hardest at television advertising, which it says strongly influences what kids under 12 request and eat. Those junk-food pitches increase children's risk of long-term health problems, the study contends. The report was written by a committee of 16 people in disciplines from advertising to psychology to pediatrics who were chosen by the Institute of Medicine, acting at the behest of the Centers for Disease Control and Prevention.
"The committee's review indicates that, among many factors, food and beverage marketing influences the preferences and purchase requests of children, influences consumption at least in the short term, is a likely contributor to less-healthful diets, and may contribute to negative diet-related health outcomes and risks among children and…
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