Archive notice: This article was originally published on August 17, 2007. Links and embedded videos are preserved as part of the historical record.
After eleven beverage and food manufacturers in the USA decided last month to change their marketing activities with regard to children under twelve, Nickelodeon is now also following the trend towards more responsible handling of the subject of nutrition. As the Wall Street Journal reports, the TV channel wants to use or have its licensed characters used for advertising only when the products are “healthy”.
Walt Disney had already taken a major step in this area last year and announced that in future it would no longer advertise junk food to children in its theme parks or through its licensed products. The discussion about whether and how fast food should be promoted to children has already been under way for some time, and the fast-food chains themselves are now also increasingly focusing on offering healthier products or refraining from advertising to children. “McDonalds does not have any children’s advertising in Austria, either as a TV spot or in any other form,” says Barbara Taussig, press spokeswoman for McDonalds Austria, when asked. There is also a commitment at international level to reduce advertising aimed at children, Taussig adds.
That a rethink with regard to children’s nutrition is all too appropriate is also shown by current studies by US medical researchers. For example, a study by the Bloomberg School of Health in Baltimore found that colourful packaging alone triggers the desire in children to eat a particular product. Neutrally packaged foods, on the other hand, are more likely to be rejected by the kids.
From 2009, Nickelodeon wants to start using its brand only to advertise products that are considered healthy. In doing so, the broadcaster wants to follow the criteria that were listed by the beverage and food groups in a letter in July and sent to various members of the US Congress. These are formulated on the basis of government dietary guidelines.
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