TV product placements termed junk food ad loophole

Tue Aug 2, 2011 11:56am EDT
 
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By Lauren Keiper

BOSTON (Reuters) - Companies that have pledged not to market unhealthy food and drinks directly to children may be turning to product placement on television shows instead of traditional ads to target youngsters, a new study showed.

This type of disguised advertising, including high exposure to sugary soft drinks on prime-time TV, is a major contributing factor to childhood obesity, according to the Yale University study released Tuesday.

"It is a very subtle message that kids aren't likely to get," said Jennifer Harris, a co-author of the study and director of marketing initiatives at Yale's Rudd Center for Food Policy and Obesity.

The Yale study aimed to quantify how many product placements appear on prime-time TV and also determine how many of those that kids actually see.

Researchers analyzed Nielsen media data from 2008 and found some 35,000 brand placements had appeared on prime-time television that year.

Children tend to see about 14 traditional advertisements for food and beverages each day on television compared to one of these product placements, it said.

But children don't yet have the cognitive ability to understand that the popular soda, candy and snack brands they see on prime-time shows are a means of advertising.

"It is even more difficult for younger children to understand this is advertising and that it is persuading them to do something that isn't the best thing for them," Harris said.   Continued...

 
<p>Children watch television in the living room of an apartment that is for sale for $4.5 million in New York in this January 13, 2011 file photo. REUTERS/Lucas Jackson</p>