American kids are seeing fewer television commercials for sodas and other sugary drinks, but kids are still seeing sales messages through social media, product placement, and in other ways.
First, the good news: A study done by researchers at Yale's Rudd Center for Food Policy and Obesity found that children aged 6 to 11 saw 39% fewer television commercials for unhealthy, sugary drinks in 2013 than in 2010. In teens, the drop was 30%. The study found that the number of ads on websites aimed at children has also gone down between 2010 and 2013.
But the researchers found that companies that make sugary beverages are still reaching children and teens through social media sites like Facebook and Twitter. Much of this marketing activity promoted unhealthy products, according to the researchers. For some brands, children's exposure has increased.
"They're trying to talk about offering healthier choices and lower sugar products," Jennifer Harris, the lead author of the report, told Reuters. "But if they keep marketing their high-sugar products to children and teens, they can't say they are being a part of the solution."
The drop in the number of commercials promoting sugary beverages is due to a voluntary program, the Children's Food and Beverage Initiative. Soda makers promised not to advertise beverages other than juice, water, or milk-based products in media that is predominately for children under age 12.
The Yale report looked at total advertising for beverages, not just advertising on shows aimed at children.
The Yale report was criticized by the American Beverage Association, the trade group for the industry. The association said that the study did not differentiate between marketing to children and marketing to teens and the general public.
