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After analyzing 128 companies' policies regarding food marketing to children, nonprofit watchdog Center for Science in the Public Interest (CSPI) has issued a "report card" that gives nearly three-quarters (95) of them an "F" grade for not having policies or having "weak" policies.

The study, spanning food/beverage manufacturers, restaurant chains and entertainment/media companies, did not attempt to assess the companies' actual compliance in cases in which marketing-to-kids policies are in place. Instead, last summer, CSPI staff collected information on the existence/nonexistence and content of company policies via telephone interviews, company Web site searches, articles in the Nexis news service and Google keyword searches.

Companies were identified for inclusion based on food marketing expenditures data (including the Federal Trade Commission's 2008 report on marketing to children) and studies of the most often- visited kids' Web sites. Companies from the top 100 food processors and restaurants that market to children, as well as media companies with top-ranking/most popular licensed characters, movie theater chains, kids' TV channels, kids' movies and kids' magazines were included.

All 16 companies that have policies through the Council of Better Business Bureaus' Children's Food and Beverage Advertising Initiative (CFBAI) were included (CFBAI's principals include in-school marketing as well as other kids' food marketing). Of the 128 companies analyzed, 87 (68%) were found to have no policy regarding food marketing to children, earning them an automatic "F." Most of these "no policy" companies are restaurant chains or entertainment companies: Just 10 (24%) of the 42 restaurants analyzed and 13 (22%) of the 58 media entities analyzed were found to have policies, versus 18 (64%) of the 28 F&B manufacturers analyzed.

The long list of "no policy" companies includes the owners of restaurant chains Arby's, Chili's, Buffalo Wild Wings Grill & Bar, Church's Chicken, Cheesecake Factory, Chick-fil-A, Chipotle Mexican Grill, Carl's Jr., Hardee's, Red Lobster, Olive Garden, Longhorn Steakhouse, Denny's, Applebee's, IHOP, Domino's Pizza, Golden Corral, Jack in the Box, Little Caesar, Panda Express, Panera Bread, Papa John's, Popeye's Louisiana Kitchen, Romano's Macaroni Grill, Home Town Buffet/Old Country Buffet, Sizzler, T.G.I. Friday's, Texas Roadhouse, Waffle House, Wendy's and Whataburger.

However, CSPI's "no policy" list does include some major food and beverage manufacturers, such as McKee Foods Corp. (Little Debbie snack cakes), Pinnacle Foods Group LLC (Aunt Jemima, Lender's, Duncan Hines), Sara Lee Corp., Schwan's Home Service, Inc. and Sunkist Growers, Inc. Eight companies were deemed to have "very weak" or vague policies, also earning them an "F": Bob Evans Farms, Inc., CBS Corp., American Dairy Queen Corp., Discovery Communications, LLP, Mattel, Inc., NBC Universal, Inc., Univision Communications Inc. and Warner Bros. Entertainment Inc. (New Line Cinemas).

No company received an "A." Only one -- Mars, Inc. -- received a "B+," based both on its policy of not marketing to children under 12 and having marketing policies that cover "most of the key media approaches used to reach children, with the exception of on-package marketing and most marketing in high schools," according to CSPI.

One media company (Qubo Venture, LLC) and one food and beverage maker (Procter & Gamble, via its Pringles brand marketing) earned "B" grades. Six were graded "B-": Nestlé USA, Kraft Foods Global, Inc., Cadbury Adams USA, LLC, Hershey Company, Dunkin' Brands and General Mills, Inc. Seventeen companies received a "C."

Those getting a "C+" were Post Foods, PepsiCo, Inc., Public Broadcasting Service (PBS) and Coca-Cola Company. The "C's" were Walt Disney Company (ABC, Funschool and Pixar), Burger King Corp., Campbell Soup Company., Sesame Workshop, Hostess Brands, Kellogg Company and ConAgra Foods, Inc. (Chef Boyardee, Kid Cuisine and Peter Pan).

The "C-" list includes Unilever (Popsicle, Skippy), Highlights for Children, Inc., Dannon Company, McDonald's USA, LLC, H.J. Heinz Company (Bagel Bites) and Viacom International Inc. (Nickelodeon). (Per CSPI, companies that have a "no advertising to children under 12" policy in addition to Mars, Inc. include Cadbury Adams, Coca-Cola, Dunkin' Brands, Hershey, Highlights for Children, H.J. Heinz Co., Krispy Kreme and P&G. Those with a "no advertising to children under six" include Campbell Soup, General Mills, Kellogg, Kraft, Nestlé, Post Foods and Unilever.)

Seven companies were graded "D," including "D+'s" Sunny Delight Beverages Co., Krispy Kreme Doughnut Corp., Cartoon Network and Ruby Tuesday, Inc., and "D's" Doctor's Associates Inc. (Subway), Yum Brands, Inc. (KFC, Pizza Hut, Taco Bell) and CEC Entertainment Concepts L.P. (Chuck E. Cheese).

The aspects of policies that were analyzed spanned a broad range, including advertising in traditional and digital media, product placements, in-school and other marketing, as well as the nutrition standards applied in marketing policies.

Among all F&B manufacturers with marketing-to-kids policies, 94% had either nutrition standards or no-marketing-to-kids standards. In addition, 50% of restaurants and 46% of entertainment companies with kids' marketing policies had nutrition standards. Among companies with policies, 61% of food manufacturers, 50% of restaurants and 15% of entertainment companies had nutrition standards considered "good" by CSPI, or policies of not marketing food to kids.

"Despite the industry's self-regulatory system, the vast majority of food and entertainment companies have no protections in place for children," said CSPI nutrition policy director Margo G. Wootan, who headed up the study.

Noting that the FTC, together with other federal agencies, is expected to propose a set of nutrition criteria and other standards for foods marketed to children that the FTC "hopes" will be adopted on a voluntary basis once finalized in July, Wootan added that if companies who market food to kids do not adopt the standards voluntarily, "they will be clanging the death knell of their self-regulatory initiative and inviting strong government involvement in food marketing aimed at kids."

CSPI's bottom line, as summarized in its "report card" document (available on its Web site): "In order for self-regulation to result in meaningful change, all food and beverage manufacturers, restaurants and entertainment companies that market to children should adopt a uniform set of nutrition standards and apply them to the full range of their marketing to children. If substantial progress in corporate marketing practices does not occur by Jan. 1, 2012, the federal government should adopt legislation or regulations to protect children from the marketing of unhealthy foods."

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As part of a new sweepstakes promoting its chocolate squares, Ghirardelli Chocolate is broadcasting consumer-generated comments about peoples' favorite Ghirardelli "moments" in New York's Times Square, as well as streaming them live on the brand's site.

Fans are being asked to visit the "Million Moments of Timeless Pleasure" sweepstakes site area (ghirardellimoments.com), register and type in a 75-character message about when and where they most enjoy eating Ghirardelli Squares chocolates.

People may register for the sweeps by offering their "moments" any time between now and Oct. 31 (one moment per person per day may be entered), but only comments posted between now and the end of April are eligible for possible broadcasting in Times Square.

"Our customers have told us that there are a million different moments during the day when they reach for our premium chocolate, such as for a burst of energy after a long day or as a special reward after a big success," said Ghirardelli VP, marketing Mona Maher, explaining the creative inspiration for the promotion.

The grand prize for the sweeps is a trip for two to one of four world-famous squares: Times Square, Ghirardelli Square in San Francisco, St. Marks Square in Venice or Trafalgar Square in London.

The sweeps also offers thousands of instant-win prizes of bags of chocolate and gift baskets, and one prize of free chocolate for a year.

Simultaneously, Ghirardelli is touring 10 major U.S. cities, distributing one million pieces of Squares chocolate along the way. Consumers can locate the Squares team and follow it on Twitter at @GhirardelliTour.

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Media Ready to Back Childhood Obesity Plan

Administration, advertisers, marketers work on education initiative

By John Eggerton -- Broadcasting & Cable, 2/15/2010 12:00:00 AM

Food marketing is likely to get renewed attention in Washington over the coming weeks as government agencies try to figure out a battle plan against childhood obesity.

Ad agency lobbyists say they support the initiative, especially if it means more emphasis on exercise and phys ed in schools, and not on restrictions on advertising as some kind of magic cure for the obesity problem.

President Obama last week signed an executive order mandating the creation of a childhood obesity task force. He also gave the task force 90 days to come up with an action plan, and urged "a generation" to solve the problem through a "coordinated federal response." The group will be chaired by Lawrence Summers, assistant to the president for economic policy.

While there was no mention of involvement by the FCC or the Federal Trade Commission, the task force will include the chiefs of whatever agencies Summers chooses. Also involved will be the secretaries of the Interior, Agriculture, Health and Human Services, and Education departments; the director of the Office of Management and Budget; and heads of other groups.

The issue also has the attention of Michelle Obama, who has made it a priority through a "Let's Move" campaign. "She will encourage involvement by [figures] from every sector--the public, nonprofit and private sectors, as well as parents and youth--to help support and amplify the work of the Federal Government in improving the health of our children," the president wrote.

Media companies were eager to associate themselves with the public-education portion of the initiative. The First Lady appeared on Good Morning America to promote the campaign, which will also be featured under NBCU's iconic "The More You Know" umbrella public-service effort. Nickelodeon pledged its support as well.

Childhood puts a strain on the health-care system, the president pointed out in a memo to the heads of all departments and agencies including the FCC and FTC: "We must act now to improve the health of our nation's children and avoid spending billions of dollars treating preventable disease."

In the wake of FTC scrutiny of the issue and the Surgeon General's warnings that childhood obesity was the top health threat to kids, food marketers came up with the Food and Beverage Advertising Initiative in November 2006. The move was meant to promote healthier products, limit snack food advertising that targets kids under 12 and push for additional steps. The FTC is vetting the results of that self-regulation.

In December, the FTC teamed with a group comprising representatives of the Food and Drug Administration, Centers for Disease Control and Prevention, and the Department of Agriculture on draft recommendations on nutrition guidelines for marketing food to kids. The recommendations include expanding the definition of "children" to include 13-to-18-year-olds.

A government-industry childhood obesity task force, which was launched when the FCC was headed by Kevin Martin and included members of Congress, major food marketers and media executives, failed to come to an agreement on strategies for addressing the issue. "The consumer groups felt that what the advertising community was offering was insufficient, and there was no ability to finally broker an agreement," says Dan Jaffe, executive VP of government relations for the Association of National Advertisers. He hopes that the new task force will provide another opportunity for that cooperation, particularly something that involves the government.

According to Dick O'Brien, executive VP and director of government relations for the American Association of Advertising Agencies, marketers are part of the solution. "We're delighted that Mrs. Obama is doing it," he told B&C. "She really can bring an enormous moral force to solve this global epidemic. We have volunteered to work with her as a communications industry. Basically, we are all pretty enthusiastic about it, and we're in conversation to try to see just how we can be part of the solution."

Jaffe agrees. "Our initial reaction is extremely positive," he says, but adds that people should be aware of the self-regulatory steps the industry has taken and that they "should not get diverted into regulatory cul-de-sacs with approaches that will not work."

Jaffe remains concerned about the draft recommendations from the FTC and others, which he expects will be released as a proposal for comment by month-end. "That proposal certainly needs to be looked at very closely because it is extraordinarily restrictive," he says. For example, cereals with more than 13 grams of added sugar could not be advertised to kids. As Jaffe puts it: "A lot of things that would be perfectly sensible for children's diets wouldn't be able to be advertised."

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