Product Placement Influences Youth Food Choices

LEBANON, N.H.Most of the brand placements for food, beverage and food-retail establishments that movies frequently portray also promote energy-dense, nutrient-poor foods or product lines, according to new research from the Hood Center for Children and Families at Dartmouth Medical School (DMS). The study, published in the journal Pediatrics, shows for that product placements in movies may be a far more potent source of advertising to children in terms of food choices than previously understood.

The study points to differences and similarities between television advertising and movie product placement, such as the low nutritional quality of the majority of branded products. While recent studies that examined television ads during adolescent programming found a ramping-up of fast food and ready-to-eat cereals and cereal bars during children's programming, the study found that sugar-sweetened beverages, largely soda, accounted for the largest proportion of all of the movie-based food product brand placementsone of every four brand placements overall.

The study cites with particular concern the number of product-placements of food and beverages in the kinds of comedies, PG-rated and PG-13-rated movies that studios gear specifically to older children and teenagers at the age where they are gaining independence in choice of food. Although the impact of this type of advertising on children remains less than fully known, it provides a likely avenue by which to build brand loyalty and product preference as well as influence eating patterns.

The study also revealed six companies accounted for 45 percent of all brand placements including PepsiCo, Coca-Cola, Nestlé USA, McDonald's, Dr. Pepper/Snapple Group and Burger King. It acknowledges that many companies have pledged not to direct advertising at children, the better to encourage healthier dietary choices.

Researchers also stated a number of studies to date that focused on other health-related behaviors, including alcohol and tobacco use showed movies contain frequent portrayals of these risk behaviors and often include brand appearances of products. They say it is well established that children who view these risk behaviors in movies are more likely to engage in the behavior themselves.