Mary K. Engle

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Mary K. Engle Associate Director for Advertising
Practices Federal Trade Commission
American Bakers Association Scottsdale,
Arizona March 23, 2006
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Can Johnny come out and eat?
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• Childhood obesity has increased dramatically over
  the past 30 years, has serious health
  consequences
• Unanswered question Does food advertising and
  marketing cause childhood obesity?
• July 2005 The Department of Health and Human
  Services and the Federal Trade Commission held a
  public workshop on perspectives on marketing,
  childhood obesity, and self-regulation

The Childhood Obesity Problem
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Genesis of FTC/HHS Childhood Obesity Workshop
Long-Term Focus HHS Public Health FTC
Food Marketing and Children IOM, Health In
the Balance (2004)

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HHS/FTC Childhood Obesity Workshop Focus of
Workshop Encourage Industry Best Practices
Encourage Industry Self-Regulation Not
Legislation or Regulation
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Broad and Diverse Participation Participation
in Workshop Food Marketers Advertising
Agencies Entertainment Media Public Health
Organizations Consumer Groups Academic
Researchers Public Comments Open Forum at
Workshop
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How Food Is Marketed to Children Television
Advertising Primary Form of Advertising to
Children Decreasing Exposure to Food Ads?
Innovative Media and Techniques Product
Placement, Product Tie-ins, and Character
Licensing Internet Websites
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Food Industry Best Practices Product
Initiatives Reformulate Current Products
Offer New Products Packaging Initiatives
Child Sizes Convenient or Fun
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Food Industry Best Practices Simple,
Consistent Marketing Messages Labeling
Product Icons Seals Advertising
Limits on Ads to Children Educational
Messages
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Media Best Practices Media Role in Public
Service Announcements Media Licensing of
Characters
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Marketing Food to Minority Children
Differences in Marketing Media and Techniques
Media Initiatives
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Industry-Wide Self-Regulation Childrens
Advertising Review Unit (CARU) standards
Alternatives Models to CARU Center for Science
in the Public Interest (CSPI) guidelines
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GMA Proposed Changes to CARU GMA Proposal
Process Changes Increased Public Access,
Transparency, Staff Expanded Expertise
and Pre-Dissemination Ad Review
Increased FTC/CARU Collaboration
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GMA Proposed Changes to CARU GMA Proposal
Scope of Guidelines Cover ads in computer
video games, websites Prohibit paid
product placement on kids TV Appropriate
use of licensed characters
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CARU Working Group CARU launches review of
guidelines, February 2006 Group to be led by
Jodie Bernstein, former director of the FTCs
Bureau of Consumer Protection Will look at the
guidelines in their entirety to reflect the
changing childrens advertising environment
Will specifically examine Interactive
online games Paid product placement
Third-party licensed characters
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Workshop report to be issued with
recommendations Workshop and Report first
step, not last step Food marketing
expenditures study underway
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FURTHER INFORMATION Conference
Website http//www.ftc.gov/bcp/workshops/foodmark
etingtokids/ Includes Video of workshop
Transcript Public comments Presentations
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