Is Tony the Tiger done? Canadian group wants to restrict junk food marketing to kids
Chances are Frosted Lucky Charms are “magically delicious” and that “Trix are for kids.”
Parents have been pestered by generations of youngsters determined to gobble down bowls of sugary cereal as “part of a complete breakfast” and now a brand new Canadian research exhibits simply how efficient spokes-characters like Trix the Rabbit, Lucky the Leprechaun and Count Chocula actually are, with researchers pushing the federal authorities to limit their use in advertising and marketing to kids.
In what’s being referred to as the primary Canadian research of its variety, University of Ottawa researchers examined whether or not cartoon characters utilized in meals advertising and marketing influenced youngsters’ meals preferences, and teased out whether or not the kind of character made a distinction.
“We know that children are particularly vulnerable to the cute cartoon animals and superheroes that advertisers use to entice kids to pester their parents to buy food products,” says Dr. Monique Potvin Kent, affiliate professor on the University of Ottawa and lead creator of the research. “This study demonstrates the impact this marketing technique has on kids, and it’s not good news.”
The Heart and Stroke Foundation of Canada, which funded the analysis, calls loveable characters like Toucan Sam and Tony the Tiger “supervillains” that entice youngsters to decide on unhealthy meals.
During the research, researchers confirmed meals advertisements to 1,341 Canadian youngsters, aged 9 to 12, and measured their intentions to eat, purchase, or pester their dad and mom for it.
They analyzed the influence on youngsters of two varieties of cartoon characters used to advertise meals merchandise: licensed cartoon characters from in style media, akin to Spongebob Squarepants and Disney princesses, and spokes characters developed by meals and beverage firms, akin to Lucky the Leprechaun from Lucky Charms.
While spokes-characters had the best affect, researchers say essentially the most placing discovering was the sway all characters had over youngsters, main them to suggest the federal government prohibit all characters in meals promoting to kids.
“There’s a direct link between the cartoons in food marketing directed at kids and the lure of unhealthy foods that can cause long-term health issues. This needs to stop to protect the health of Canadian children,” Potvin Kent stated.
Health Canada introduced on April 25 public consultations as a part of the event of rules meant to guard youngsters from unhealthy meals and beverage advertising and marketing, that are anticipated by winter 2024.
“We are happy to see Health Canada is moving forward and it is important that strong and comprehensive regulations be put in place as quickly as possible. Our kids are worth it,” says Doug Roth, CEO of Heart & Stroke.
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