Kellogg Eliminates Some Advertising to Children Under 12

Childhood obesity and limited exercise have led headlines frequently for good reason. Now the Kellogg company has instituted a policy to eliminate advertising to children under 12 that promotes its unhealthy foods. See the full press release here (http://investor.kelloggs.com/releasedetail.cfm?ReleaseID=249070 )

I find two things interesting here. First is the assumption that children purchase their food! They do not, but Kellogg acknowledges the powerful role parents play while also hinting at a parent’s impotence. Second, notice Kellogg is not eliminating its unhealthy foods! Only the ADVERTISING TO CHILDREN for these unhealthy foods. 

The fact is, as the press release writer proves, this is a marketing move more than a policy shift. Spongebob and Shrek will no longer tout Kellogg’s cereals–it’s probably their body type!

What does this mean? “…Content enhancements will be made to child-directed Web sites, including adding automatic screen time limits and healthy lifestyle and nutrition messaging, plus limiting depictions of foods that don’t meet the Nutrient Criteria in interactive activities like games, downloads and wallpaper. Subject to existing contracts, the Company also will not be using licensed characters as food forms, on front of pack or in advertisements unless that food meets the Nutrient Criteria. Full implementation of all commitments will be completed by the end of 2008. ”