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Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape?

Publication ,  Journal Article
Schwartz, MB; Ross, C; Harris, JL; Jernigan, DH; Siegel, M; Ostroff, J; Brownell, KD
Published in: Journal of public health policy
April 2010

In 2007, the Council of Better Business Bureaus created the Children's Food and Beverage Advertising Initiative to improve the nutritional profile of products marketed to children in the United States. We provide quantitative baseline data describing (a) the amount of child-directed breakfast cereal advertising in 2007; (b) an assessment of the nutritional value for all cereals advertised on television; and (c) the relationship between nutrition quality and child exposure to television advertising for major cereal brands. In 2007, the average American child viewed 757 cereal ads, and 98 per cent of these ads promoted unhealthy cereals that would be prohibited from advertising to children in the United Kingdom. Healthy cereals were advertised in 2007 in the United States, but adults, not children, were predominantly exposed to these ads. These quantitative methods can be used in the future to evaluate the impact of industry self-regulation efforts to improve the marketing landscape.

Duke Scholars

Published In

Journal of public health policy

DOI

EISSN

1745-655X

ISSN

0197-5897

Publication Date

April 2010

Volume

31

Issue

1

Start / End Page

59 / 73

Related Subject Headings

  • Young Adult
  • United Kingdom
  • Television
  • Public Health
  • Obesity
  • Nutritive Value
  • Middle Aged
  • Marketing
  • Humans
  • Food Industry
 

Citation

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MLA
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Schwartz, M. B., Ross, C., Harris, J. L., Jernigan, D. H., Siegel, M., Ostroff, J., & Brownell, K. D. (2010). Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape? Journal of Public Health Policy, 31(1), 59–73. https://doi.org/10.1057/jphp.2009.50
Schwartz, Marlene B., Craig Ross, Jennifer L. Harris, David H. Jernigan, Michael Siegel, Joshua Ostroff, and Kelly D. Brownell. “Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape?Journal of Public Health Policy 31, no. 1 (April 2010): 59–73. https://doi.org/10.1057/jphp.2009.50.
Schwartz MB, Ross C, Harris JL, Jernigan DH, Siegel M, Ostroff J, et al. Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape? Journal of public health policy. 2010 Apr;31(1):59–73.
Schwartz, Marlene B., et al. “Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape?Journal of Public Health Policy, vol. 31, no. 1, Apr. 2010, pp. 59–73. Epmc, doi:10.1057/jphp.2009.50.
Schwartz MB, Ross C, Harris JL, Jernigan DH, Siegel M, Ostroff J, Brownell KD. Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape? Journal of public health policy. 2010 Apr;31(1):59–73.
Journal cover image

Published In

Journal of public health policy

DOI

EISSN

1745-655X

ISSN

0197-5897

Publication Date

April 2010

Volume

31

Issue

1

Start / End Page

59 / 73

Related Subject Headings

  • Young Adult
  • United Kingdom
  • Television
  • Public Health
  • Obesity
  • Nutritive Value
  • Middle Aged
  • Marketing
  • Humans
  • Food Industry