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New Study Finds That Food Is the Top Product Seen Advertised by Children

As the fight against childhood obesity escalates, the issue of food advertising to children has come under increasing scrutiny. Policymakers in Congress, the Federal Trade Commission and agencies such as the Institute of Medicine have called for changes in the advertising landscape, and U.S. food and media industries are developing their own voluntary initiatives related to advertising food to children. To help inform this debate, the Kaiser Family Foundation released the largest study ever conducted of TV food advertising to children.

The study, Food for Thought: Television Food Advertising to Children in the United States, combines content analysis of TV ads with detailed data about children’s viewing habits to provide an estimate of the number and type of TV ads seen by children of various ages.

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Executive Summary

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The report was released at a forum in Washington, D.C., on Wednesday, March 28, 2007, that featured U.S. Senator Sam Brownback, food industry leaders, health officials and consumer advocates.

Agenda (.pdf)

Speaker Biographies (.pdf)

Presentation (.pdf)

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Transcript (.pdf)