“Advergames,” or free online games designed to promote branded products, are an example of evolving food marketing tactics aimed at children. The primary objective was to classify foods marketed to children (aged 2–11 y) in advergames as those meeting or not meeting nutrition recommendations of the US Department of Agriculture (USDA), Food & Drug Administration (FDA), Center for Science in the Public Interest (CSPI), and the Institute of Medicine (IOM).
The study identified 143 websites that marketed foods to children aged 2 to 11 years through advergames. Foods were classified on the basis of each of the 4 agency criteria. Food nutrient labels provided information on serving size, calories, micronutrients, and macronutrients.
The websites advertised 254 meals, 101 snacks, and 84 beverages. Proportions of meals and snacks meeting USDA and FDA recommendations were low. Only a small proportion of meals and fewer snacks meet the recommendations of all the agencies. Beverage recommendations were also inconsistent across the 3 agencies that provide recommendations (USDA, IOM, and CSPI). Most beverages advertised in advergames did not meet some of these recommendations.
The findings indicate that a large number of foods with low nutritional value are being marketed to children via advergames. A standardized system of food marketing guidance is needed to better inform the public about healthfulness of foods advertised to children.
In the United States, 1 in 3 children and adolescents aged 2 to 19 years is overweight or obese. Inappropriate high-calorie food choices and portions, relative to the amount of physical activity, contribute to childhood obesity.
Other diet-related health considerations include consumption of total fat, saturated fat, added sugars, cholesterol, and sodium. These nutrients when consumed in excess can cause cardiovascular disease, hypertension, and other obesity-related conditions. Time spent using the computer, watching television, or using game consoles displaces the time and energy spent in playing sports and engaging in physical activity. Simultaneously, high-calorie foods such as sweetened beverages and French fries can lead to displacement of nutrients from more healthful foods .
Among the 439 foods from the 19 brands, there were 254 meals, 101 snacks, and 84 beverages . Approximately 95% of the advertised meals and 78% of the snacks did not meet the USDA and FDA recommendations for total fat.
Only a few foods met the USDA recommendations for added sugar (13.4% of meals and 3% of snacks), while 90% of meals and 26.7% and 25.7% of snacks met CSPI and IOM criteria. The USDA and FDA had stringent recommendations for sodium; only 3% to 5% of meals and 46% (FDA) and 59% (USDA) of the snacks met the sodium recommendations.
The nutrition recommendations made by USDA, CSPI, and IOM (FDA does not provide recommendations for beverages) for beverages that were examined in this analysis were also inconsistent. Only the USDA and IOM recommend 100% fruit juice, and this was met by 10.7% of the beverages analyzed. The USDA and CSPI recommend no added sugars or sweeteners, and this criterion was met by 4 beverages analyzed for both agencies. The IOM recommends that beverages contain less than 22 g of sugar per 8 fluid ounces; 34.5% of beverages met this recommendation.
CSPI is the only agency that mentions caffeine in its recommendations and recommends that beverages contain none; most (86.9%) beverages met this recommendation. The only recommendation that was consistent across all 3 agencies was for milk. All 3 recommend nonfat or 1% milk, but these beverage types were not found advertised through advergames.
The evidence indicates that the nutrition recommendations of the USDA, FDA, IOM, and CSPI for foods marketed to children vary greatly. Companies that market foods to children should exercise social responsibility Clear criteria and enforcement of food advertising guidelines and regulations is warranted. in the absence of consistent and enforceable The voluntary standards we now have are inconsistent and unenforceable.
The tactic addressed in this study, the advergame, is new, and the rapid pace of technological innovation will continue to provide more new and unique advertising opportunities for food companies. For example, the expanding popularity of mobile technology such as smartphones and tablets provides another venue for advertisers to reach children. In our technology-driven society, highly interactive advergames engage the player in ways that traditional one-way media, such as television, cannot.
Food marketers, presumably recognizing the potential persuasive effect of advergames on children’s attitudes or behaviors, have used advergames to reach their target audience more frequently than have marketers of nonfood products . This reach is achieved by promotion of advergames on food product packages, on portal websites, and via television advertisements . As new techniques evolve, it becomes even more critical that parents and the public be provided with sound nutritional and health guidance through food marketers.
Advergames most often promote high-calorie food products, potentially blurring the lines between advertising and entertainment and compounding children’s inability to recognize and resist intent. Conversely, studies have also demonstrated that using advergames can be an effective method of increasing nutritious food choices and can potentially be a positive alternative strategy for obesity interventions aimed at children.
Childhood obesity is a complex issue, and the food industry has the power of promoting foods that could positively affect children’s food preferences and consumption patterns . A multinational study of children aged 6 to 12 years in 10 countries (the United States, Australia, the United Kingdom, France, Germany, Denmark, Finland, Greece, the Netherlands, and Sweden) showed a positive association between the hours spent watching television advertisements promoting energy-dense (sweet, salty, or high-fat) foods and the prevalence of childhood overweight. This relationship was inverse when the advertisements promoted nutrient-dense foods (fruits, vegetables, bread, and fish products). This result could also occur with advergames. Regulation of advertising of foods high in calories, fat, salt, and sugar is imperative to protect the health of the younger generation.
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