Every child who uses media such as television and the Internet sees an average of 15-16 advertisements for unhealthy food every day. More than 90% of all food advertisements aimed at children are about unhealthy products. The foods advertised are classified as unhealthy because they contain a high proportion of fat, sugar and salt. These are usually confectionery, snack items and sugar-coated lemonades. Almost three-quarters of the food advertisements on television that are seen by children speak directly to them through their design or through broadcasting in the context of children’s programs.
Children are one of the most important target groups in the food industry
Eating habits and food preferences are shaped in childhood. The food industry markets to children primarily energy-dense, high-calorie, and highly-processed products. These are high in sugar and fat, additives, and flavourings, but low in vitamins and nutrients. These products are designed to appeal to children’s sweet tooth and shape their tastes for the future.
With toys, popular cartoon characters, online games or competitions, these products are marketed directly to the children, bypassing the parents. Advertising, which is also intended to appeal to parents, deceives them with deceptive promises of health. For example, sweets with vitamins or snack items with minimal milk content are touted as “healthy” alternatives. It eases parents’ consciences when they give in to children’s urging.
It has been proven that aggressive advertising aimed at children influences their consumption behaviour. This leads to increased consumption of unhealthy, high-calorie foods. Thus this also contributes to overweight and obesity in adolescents.
Advertising embodies perfect dream worlds and wishful thinking
With particularly appealing slogans, the broadest possible target group should be encouraged to buy. Marketing decides how a product is received. Many manufacturers of finished products and luxury foods use this.
In the commercials, situations from public life or everyday family life are deliberately used. This creates the impression that the product is indispensable and conveys pure happiness, a good mood and a positive attitude to life for society. This encourages consumers to try the products.
On the other hand, if you want to advertise your food business in the digital world, InverseGeek tech enthusiasts can help.