In this report, Jeff Chester, Kathryn Montgomery and Lori Dorfman explore the new digital marketing landscape for alcohol companies and examine some of the new media platforms that have become relevant for marketers in recent years. Many of these outlets extend beyond the bounds of what parents can monitor and are changing the course of alcohol marketing.
Digital marketing is distinctly different from traditional advertising. This paper discusses what sets it apart, examines recent trends that are shaping the growth of interactive food marketing, and suggests opportunities to protect kids and teens from harmful ads.
Until recently, much of the research on the relationship between food marketing and the youth obesity crisis has been focused on television. To provide insight into how food marketing has changed, we teamed up with the National Policy & Legal Analysis Network to Prevent Childhood Obesity (NPLAN) to produce a series of memos that explore the new digital marketing landscape and its implications. This paper is the introduction to the series.
Since the 1970s, the amount and variety of marketing to children has increased dramatically. This memo, part of a 9-part series, explains why the regulations surrounding food and beverage marketing need to change and explores what those regulations should look like.
Young people don't understand the persuasive intent of advertising the way adults do. So is it really fair to market to them? This memo discusses the ethics of marketing to kids in today's digital world and highlights the inability of current regulations to protect young people from harmful marketing strategies.
Children today are confronted by a bewildering array of marketing practices. These practices are constantly evolving, increasingly complex, and often subtle in their implementation.
Teens spend a substantial amount of time on the Internet and social media, where they are exposed extensively to digital marketing. This memo presents research evidence that adolescents may require special protection from such marketing.
Overweight and obesity rates are significantly higher for African-American and Latino children and teens compared to their white counterparts. Yet largely missing from discussions about the role of food and beverage marketing in the obesity epidemic is target marketing to ethnic minority youth. This memo discusses factors that may make youth of color more vulnerable to target marketing.
The main way that consumer privacy is protected is through an approach known as "notice and choice." This means that companies must notify consumers of their privacy practices, which gives consumers the illusion of having a choice over how their private information gets shared. The trouble is, companies get to choose what promises they make in their privacy policies and broken promises often go without penalty.
One of the roles of the FTC is to guard against "unfair and deceptive acts or practices." It also enforces the promises businesses make in their privacy policies but has failed to take a proactive role in shaping the substance of those policies, which is precisely what it must do to protect young consumers from harmful food and beverage industry practices.