Marketing to Kids (M2K) and SSB

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1 Marketing to Kids (M2K) and SSB Marketing unhealthy food and beverages to children and youth persuades them to consume products which harm their health Children and youth are particularly susceptible to the influence of marketing and therefore the M2K of unhealthy products is unethical and should be prohibited M2K of SSB is a significant problem because of the negative health consequences of SSB consumption and the targeting of children and youth by Big Beverage

2 M2K and SSB: Health Sugar Sweetened Beverages (SSB) aka Sugary Drinks (SD): Beverages with added sugar (sucrose: glucose and fructose or HFCS: glucose and fructose) High caloric density: 0.4 cals /ml or 240 cals per 591 ml bottle Evidence indicates that the obesity epidemic is driven by excess caloric intake (not inadequate activity)

3 M2K and SSB: Health Humans tend not to compensate for liquid calories by reducing solid calorie intake and may even be stimulated to overeat SSB are uniquely problematic: calorically dense but are non satiating and poorly compensated for and have a strong link with excess wt gain

4 M2K and SSB: Health AHA recommends a maximum added sugar intake of 100 cals per day for women and 150 cals per day for men Based on link between sugar and unhealthy weights WHO recommends that daily free sugars not exceed 10% of total daily caloric intake (200 cals for women 250 cals for men) and consider dropping to 5% in the future WHO recommendation based on link between free sugars and obesity as well as dental caries

5 M2K and SSB: Health Aside from obesity, there is increasing concern regarding the link between added sugar consumption and chronic disease Even in healthy weight individuals SD consumption is linked with CVD, DM2 and hypertension Despite their health dangers SSB are marketed as thirst quenchers often to be consumed with meals

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7 M2K and SSB No data on SSB marketing expenditures in Canada In U.S. over $500 million per year (2006) 45% of all marketing dollars spent on teens was for SSB Expect similar % in Canada as teens are a primary target

8 M2K and SSB Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. The effort dubbed Obey You includes a series of 20 films... Sprite has always shunned advertising clichés, choosing instead to encourage teens to obey their thirst. to be true to who they are and what they do bringing the world the ultimate in honest-togoodness refreshment, Jonathan Mildenhall, VP, global advertising strategy and content excellence, The Coca-Cola Company.

9 M2K and SSB Marketing Works 60% of Canadians drink SSB 17% of Quebec preschoolers consumed SSB daily (Dubois, J Am Diet Assoc., 2007) 80% of teens consume SSB and 20% of male teens drink SSB daily (WHO, HBSC 2005/6) Average SSB serving size for male teens is 700 mls ( 280 calories) (Stats Can, November, 2008) 14 year old male would have to jog for 40 minutes to burn off these calories Whereas an excess of 150 cal/day results in a gain of a pound of fat/month

10 M2K and SSB: Industry Response International Council of Beverage Associations, Canadian Beverage Association, CTF, Montreal Tax institute, Fraser Inst. No scientific consensus on link between SDs and obesity and other health risks No single food should be blamed

11 M2K and SSB: Industry Response Clear on Calories front of package labelling allows customer to make an informed choice Major problem is inadequate physical activity - Participaction Taxes are regressive, ineffective, have negative impact on jobs and are unpopular Industry is self regulating marketing Per capita consumption of ready to drink soft drinks dropping over last 15 years but obesity rates stable

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13 soft drinks refers to carbonated ready to serve Excludes fruit drinks, iced tea, slushies and fountain drinks If fountain drinks included the per capita consumption is stable at over 110 L/pp/yr

14 Canadian SSB Consumption 110 Liters PPY includes every man, woman and child in Canada between the ages of 2 and 95 Exclude the 40% of Canadians who don t drink SSB and consumption amongst drinkers is 183 LPPY 500 mls/day or an extra 200 cals/day 20% of male teens consume 700 mls/d 255 LPPY Heavy users are most important -Todd Putman, former Coke marketing exec : How can we drive more ounces into more bodies more often? (Salt Sugar Fat, Michael Moss)

15 4 P s of Marketing: Product, Placement, Promotion and Price SSB are engineered for taste appeal, they are widely available and are effectively marketed SSB have become increasingly affordable over the last 30 years

16 U.S. Data

17 Price (Canadian Dollars) POP IS CHEAP $2.40 Canadian Journal of Diabetes - Costs of Milk Versus Soda Beverages $2.20 $2.00 $1.80 $1.60 $1.40 $1.20 $ Partly Skimmed Milk (1 litre) Soft Drinks, cola type (2 litre) Soft Drinks, lemon-lime type (2 litre) Consumer Price Index Chart adapted from: S. Buhler, et. al., (2013). Building a Strategy for Obesity Prevention One Piece at a Time: The Case of Sugar-Sweetened Beverage Taxation. Canadian Journal of Diabetes.

18 Interventions to Reduce Consumption Counter marketing PHAC beverage cartoon pulled after CBA complaints dwarfed by Big Beverage spending School based education Restrict sales schools and recreation centers Increase availability of water fountains Labelling information Restrict marketing Taxation Mexico and France

19 Price Matters