Marketing to Kids

The food industry takes advantage of children's vulnerability to gain their loyalty at an early age. Before the age of 7 or 8, children do not have the cognitive development to discern the persuasive intentions of advertisers, leaving them vulnerable to marketing practices.

« Commercial marketing of products that are harmful to children represents one of the most underappreciated risks to their health and wellbeing. »

A future for the world’s children? A WHO–UNICEF–Lancet Commission¹

Food marketing influences the food knowledge, food attitudes, food preferences and eating behaviours of youth^2-6. The vast majority of foods and beverages that are promoted to children do not contribute to healthy eating⁷.

1. Clark H et al. A future for the world’s children? A WHO–UNICEF–Lancet Commission. The Lancet. 22 févr 2020;395(10224):605‑58.
2. Hastings et al. (2003) Review of Research on the Effects of Food Promotion to Children, Glasgow, The University of Strathclyde, Food Standards Agency. Repéré au http://www.food.gov.uk/multimedia/pdfs/foodpromotiontochildren1.pdf​
3. Gootman, Appleton J, McGinnis, J Michael, & Kraak, Vivica I. (2006). Food Marketing to Children and Youth: Threat or Opportunity? : National Academies Press. ​
4. McDermott L, Stead M, Hastings G. (2007). Case study 4 : A marketing strategy to review the effects of food promotion to children. Repéré au http://www.management.stir.ac.uk/research/social-marketing/?a=21314​
5. Sustain : The alliance for better food and farming. (2004). Children's food and health: Why legislation is urgently required to protect children from unhealthy food advertising and promotions. Repéré au http://www.sustainweb.org/pdf/child_food_health.pdf​
6. Office de la protection du consommateur et Éditions Protégez-vous. (2008). Vos enfants et la pub. Repéré au http://www.opc.gouv.qc.ca/Documents/Publications/SujetsConsommation/FinancesAssurances/Pub liciteTrompeusePratiques/EnfantsPub/EnfantsPub.pdf
7. Organisation mondiale de la Santé. (2022). Food marketing exposure and power and their associations with food-related attitudes, beliefs, and behaviors : a narrative review. Repéré au https://www.who.int/publications-detail-redirect/9789240041783