1993). A content analysis of commercials that aired on Channel One in the early 1990s revealed that in the commercials examined, 86 percent were for products (including candy, gum, and chips) and 14 percent were for PSAs (Wulfemeyer and Mueller, 1992). Its advertising revenue decreased from $50.2 million in 2002 to $39.1 million in 2004, in part due to decisions by companies such as Kraft Foods and the Kellogg Company to eliminate in-school marketing (Atkinson, 2005).

Indirect advertising in schools encompasses a range of activities. One of the most controversial forms of indirect advertising is industry-sponsored educational materials (SEMS), which are materials donated by corporations to supplement the curriculum. In its evaluation of 77 SEMS, Consumers Union found nearly 80 percent to be either biased or topically incomplete (Consumers Union, 1995). Other common forms of indirect advertising include the following: industry-sponsored contests or incentives (e.g., providing coupons for free pizza for reading a specified number of books); inclusion of brand-name products as examples in textbooks; provision of industry-sponsored teacher training; donation of hardware for computer labs; or branded scoreboards for gymnasiums or athletic fields.

The National Association of Secondary School Principals (NASSP) has developed guidelines for school beverage partnerships that apply to middle schools and high schools that address vending machine policies, use of logos and signage on school grounds, visibility of company logos, and product promotions and fundraising in schools (NASSP, 2005). Additionally, many state and local school districts have enacted legislation regarding the availability and nutritional quality of beverages sold in public schools (Chapter 6).

Finding: The competitive multifaceted marketing of high-calorie and low-nutrient food and beverage products in school settings is widely prevalent and appears to have increased steadily over the past decade.

New and innovative marketing approaches that are used in the adult marketplace are now being adapted for children and youth (Kaikati and Kaikati, 2004), including marketing research. Emerging marketing practices often blur the line between product and content through practices such as product placement in movies, television programs, websites, or games; viral marketing; information collection from youth as they spend time on Internet websites; interactions with online dialogues; and video news releases (Gardner, 2000; Mazur, 1996). At home and in public, children and youth are surrounded by a mobile, fast-paced, high-tech world, which they find comfortable, easy to navigate, and populated with branded characters.

Front Matter (R1-R20)

Executive Summary (1-16)

1 Setting the Stage (17-38)

2 Health, Diet, and Eating Patterns of Children and Youth (39-90)

3 Factors Shaping Food and Beverage Consumption of Children and Youth (91-132)

4 Food and Beverage Marketing to Children and Youth (133-225)

5 Influence of Marketing on the Diets and Diet- Related Health of Children and Youth (226-318)

6 Public Policy Issues in Food and Beverage Marketing to Children and Youth (319-372)

7 Findings, Recommendations, Next Steps (373-388)

A Acronyms (389-393)

B Glossary (394-409)

C Literature Review (410-415)

Appendix D Chapter 2 Appendix (416-426)

Appendix E Chapter 4 Appendix (427-435)

Appendix F Chapter 5 Appendix (436-467)

Appendix G Chapter 6 Appendix (468-480)

Appendix H Workshop Program (481-483)

Appendix I Biographical Sketches of Committee Members and Staff (484-496)

Index (497-516)