Who is the Target of Fast Food Marketing?
|April 19, 2013||Posted by M. P. under Health, Research||
A research study on youth-focused marketing in and around fast food eateries has concluded that such advertisement is most prevalent in middle-income and Black neighborhoods.
While fast food consumption among adults and caloric consumption among children have both declined, the study found 22 percent of fast food restaurants engaged in direct marketing to youth, most often in Black communities (31 percent) and mid-level-income areas (30 percent), followed by near-low-income areas, and White and Latino neighborhoods (all at 24 percent). Of the eateries that aimed indoor and outdoor ads at children, 38 percent offered “kids meals”. Other marketing findings and the larger implications for health policy are included in the December 2012 brief, Child-Directed Marketing Within and Around Fast Food Restaurants, available online at the Bridging the Gap website.
Businesses must market to their target audiences in order to be successful, but awareness of the prevalence and nature of such messaging to youth can encourage family discussions about the impact of too much unhealthy eating, and setting limits for trips to fast food restaurants.
Report Citation: Ohri-Vachaspati P, Powell LM, Rimkus LM, Isgor Z, Barker D and Chaloupka FJ. Child-Directed Marketing Within and Around FastFood Restaurants—ABTG Research Brief. Chicago, IL: Bridging the Gap Program, Health Policy Center, Institute for Health Research and Policy, University of Illinois at Chicago, 2012.