June 14, 2007

SAN FRANCISCO, CA – Common Sense Media Chief Operating Officer Susan Sachs on Thursday called The Kellogg Co.’s announcement that it would stop advertising unhealthy cereals to kids a major step forward in the fight against childhood obesity.

“Clearly, The Kellogg Co. has recognized advertising’s role in the childhood obesity epidemic,” Sachs said. “We hope other food marketers will follow their leadership in this area and that Kellogg will continue to keep kids' health in mind as it markets its products.”

The rate of childhood obesity in the United States has tripled over the past three decades; today, one in three California children is obese or overweight.

Researchers have long suggested that the amount of junk food ads that kids are exposed to has been a major contributor to the obesity problem. American companies spend more than $15 billion each year marketing to children and youths. Perhaps it’s no wonder, then, that the average American child sees 40,000 ads each year on broadcast television alone and that more than half of the ads targeted at children are for food.

In its announcement, Kellogg said it would stop advertising cereals that do not meet specific nutritional guidelines for calories, fat, sodium, and sugar. The company will also stop the use of licensed cartoon characters and toys to promote products that do not meet the guidelines.

“Marketers use colorful cartoon characters and toys to promote cereals and sweets because those techniques work,” Sachs said. “What parent hasn’t had the experience of walking down the grocery aisle and having a child beg for a cereal because she’s seen the character on the box in TV ads? Kellogg’s nutritional makeover is a good first step and should give parents some assurance that the products they market to kids will be a relatively healthy option.”