IMPACT OF U.S MARKETING &

ADVERTISING ON CHILDHOOD OBESITY

ETHICS IN MARKETING AND ADVERTISING

MICHAEL, SARAH, OLA, GORKEM, CRISTINA & LAURA

FTC Guidelines & Child Obesity Statistics

Current Federal Trade Commission’s (FTC) marketing guidelines relative to child obesity within the U.S. are:[i]● Children may have greater difficulty evaluating advertising claims and understanding the nature of information provided.● Children’s Advertising Review Unit (CARU) of Council of Better Business Bureau

Childhood Obesity Avg. Annual Medical Costs[ii]

Interagency Working Group Proposal on Food Marketing to Children[iii]● 1 in 3 Children are overweight or obese● Focus on Children ages 2-17● Federal Trade Commission, Food and Drug Administration, Centers for Disease Control and Prevention and the U.S. Department of Agriculture● Two Principles

Center for Science in the Public Interest.[iv]● 97% of kid’s meals at top U.S. restaurant chains did not meet the nutritional criteria…except SUBWAY!

Children Treated with Obesity (Medicaid) Children Treated with Obesity (Private Ins.)

$6,730 $3,743

All Children Treated (Medicaid) All Children Treated (Private Ins.)

$2,446 $1,108

Marketing Ethics to Children

Pester Power

● Total amount of food and beverage marketing to children is estimated at $2 billion a year.

● The fast food industry spends more than $5 million every day marketing unhealthy foods to children.

● marketing strategies are used to increase a child’s influence in the households purchasing habits

Subways Marketing to Children

Official Training Restaurant

Brand Ambassador: Jared Fogle

Celebrity Endorsement: Michelle Obama

Not the Right Choice?

Alternative Option: Mascot

● viral marketing,

● advergaming,

● peer-to-peer

● behavioral targeting

● neuromarketing

Viral Marketing

Viral Marketing

According to FTC, 25K - 40K TV commercials per year

https://www.youtube.com/watch?v=Sg6nX

ndsPSE

According to FTC, 25K - 40K TV commercials per year

https://www.youtube.com/watch?v=Sg6nXndsPSE

Awareness solution: Chipotle

Viral Marketing

company should either make their sandwiches 12 inches long or stop advertising them as footlongs

“The case is about holding companies to deliver what they’ve promised,” he said.

Ethics, from production to marketing.

Viral Marketing

SUBWAY fights

CHILDHOOD OBESITY

by encouraging healthy eating

habit and living active lifestyles

AMERICAN HEART ASSOCIATION’S JUMP ROPE FOR

HEART AND HOOPS FOR HEART PROGRAMS

Educational programs to engage children in physical

activity while raising fund to support life saving heart

and stroke research.

NATIONAL INSTITUTES OF HEALTH’S WE CAN!

Program to help kids lead healthier, more active lives.

Designed to give parents, caregivers, and entire

communities a way to help children 8 ti 13 years old

stay at a healthy weight.

Sponsors and Partnerships

2007 | Subway launches its Fresh Fit fit Kids meals.

1998 | Jared started the commitment to lose weight

2014 | Keep working in Childhood obesity

2004 | Subway launches its FRESH Steps childhood obesity initiative

2005 | Subway launches Foundation To fight Childhood obesity

Jared Fogle Commitment

Subwaykids provides easy Ideas for inspiring children and young people to make healthy choices at home as well as ideas and resources for bringing healthy living into the classroom.

Subway Kids

● Partner with American College of Cardiologists (ACC)[i]

● National Institutes of Health’s We Can!™ program [ii]o Focus on Improved food choices, Increased physical activity and Reduced screen time.

● The American Heart Association [iii]o Jump Rope for Heart and Hoops for Heart programs

● Partnership for a Healthier America [iv]o Backed by Michelle Obama

● National Restaurant Association [v]o KidsLiveWell initiative

Subway CSR Programs

In-App Advertising

● Awareness & Education

● Reward Program

● Create Social Network

Recommended CSR for Subway

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