Children’s food choices are affected by many factors, but food marketing plays a key role. The food and beverage industry in the US views children and adolescents as a major marketing force because of their spending power, their purchasing influence and their future as adult consumers.

A report from the Institute of Medicine states that food advertising aimed at children is “at worst, a direct threat to the health of the next generation.” Too often, food marketing encourages children to eat a product of poor-nutritional quality. If we lived in an ideal world, companies would market to children only the most healthful foods, such as whole grains, vegetables, fruits and low-fat dairy products.

A step in the right direction is that a few major food companies are setting some basic nutrition standards for the foods they advertise to children. For example, in 2005, Kraft recognized that foods of poor nutritional quality should not be advertised to 6 to 11 year olds. Their standards are based on levels of calories, saturated and trans fat and added sugars. That was a start, but sodium standards and advertising to kids ages 12-17 also needed to be addressed.

The Kellogg Company is in the process of adopting nutrition standards for the foods it advertises to young children. The foods the advertise on television, radio, in print, on websites or in other media with an audience of at least 50% children under age 12 will have to meet its “nutrient criteria.”

Kellogg’s nutrition standards limit one serving of food to no more than 200 calories, 2 grams saturated fat, 0 grams trans fat, 230 milligrams sodium (except 460 mg for Eggo frozen waffles), and 12 grams sugar (excluding natural sugars). Products that don’t meet the criteria will either be reformulated to meet nutrient criteria, or they will no longer be marketed to children under the age of 12 by the end of 2008.

Kellogg will continue its practice of not advertising to children under 6 years old. Kids will no longer see licensed media characters like Shrek on Kellogg’s foods labels or in ads unless the foods meet the nutrient criteria. Kellogg will also end in-school advertising to children under 12. Parents will find it a little easier to guide children toward healthier cereal, cookies and other snack foods.

If other companies adopt similar or policies, consumers may eventually see marketing of only the most healthful foods to our youngsters.

For more information about healthy eating, contact your local extension office. The Food Assistance Program can help people of all ages with low income buy nutritious foods for a better diet. To find out more, call toll-free 1-888-369-4777.

Contents of this publication may be freely reproduced for educational purposes. All other rights reserved. In each case, credit Kathy Walsten, Nutrition Educator, Family Nutrition Program, Department of Human Nutrition; Kansas State University; Food Ads Aimed at Children; Aug. 2007.

K-State Research and Extension is a short name for the Kansas State University Agricultural Experiment Station and Cooperative Extension Service, a program designed to generate and distribute useful knowledge for the well-being of Kansans. Supported by county, state, federal and private funds, the program has county Extension offices, experiment fields, area Extension offices and regional research centers statewide. Its headquarters is on the K-State campus, Manhattan. This material was funded in part by USDA’s Food Stamp Program through a contract with Kansas Department of Social and Rehabilitation Services. Brand names appearing in this publication are for product identification purposes only. No endorsement is intended, nor is criticism implied of similar products not mentioned. Kansas State University is an equal opportunity provider and employer. Kansas State University Agricultural Experiment Station and Cooperative Extension Service, Manhattan, Kansas. Kansas State University, County Extension Councils, Extension Districts, and the U.S. Department of Agriculture cooperating.