Fast-Food Ads Target Minority Youth

Fast-food restaurants are spending more marketing to Black and Hispanic youth. Read on to learn more about how this strategy is slowing down the fight against childhood obesity.

Fast-Food Ads Target Minority Youth

Childhood obesity is a major problem in the U.S. and the pandemic has made healthy eating even harder.  A recent study found kids are now eating more pizza, burgers, fries and other fast-food items than in previous years.  According to the National Center for Health Statistics, more than a whopping third of U.S. kids and teens eat fast food on any given day.

The Study

Research has shown a strong link between childhood obesity rates and increases in fast-food advertisement.  New research, recently published by the Rudd Center for Food Policy and Obesity at the University of Connecticut, found fast-food advertising has really changed over the past few years. The full study details, published in Fast Food FACTS 2021, can be accessed here.

Study Method

Researchers reviewed Neilson data to determine how 274 fast-food restaurants spent their advertising dollars and how often kids were exposed to the ad campaigns.  Data from the top 27 fast-food advertisers was also analyzed to better understand how they targeted white, Hispanic and Black consumers under the age of 18.  The researchers analysis included:

  • Advertising spending in all media, including TV, radio, outdoor and digital;
  • How much children and teens were exposed to TV advertising for fast food;
  • TV advertising targeted to Black and Hispanic youth, including advertising on Black targeted and Spanish-language TV;
  • Disproportionate exposure by Black vs. White youth; and
  • Changes in advertising spending and exposure from 2012 to 2019.

Study Findings

The fast-food industry has made changes to help address the problem of poor diets among U.S. children and teens.  These changes include:

  • Introducing healthier menu items
  • Healthier choices in kids’ meal side items
  • Removing soda from kids’ meal menu
  • Some restaurants have pledged to advertise only healthier items to children

The study findings shed light on the question “Has advertising to youth changed and if restaurants are now advertising healthier menu items?”.

Advertising Not Improved

Researchers found that over the 8 year study period, no significant improvements were made in advertising targeting children or to Hispanic and Black youth.  Key findings from 2012 to 2019 include:

  • Spending on advertisement increased by most restaurants and ads targeting Black and Hispanic youth was even greater.
  • All youth age groups were exposed to fewer TV ads, but the decline was less than expected.
  • A high number of restaurants continued to run ads targeting children under 12 on children and preschool TV channels.
  • Healthy Items Not Promoted

Data analysis revealed restaurants did not live up to their pledge of promoting healthier foods.  High-calorie menu items continued to be promoted in ads geared to children in teens.  For example:

  • Low-cost menu items and bundles were advertised 4 to 6 times as much when compared to healthier items.
  • Spending on Spanish-language and Black targeted TV ads promoting value meals/bundles was higher when compared to total ad budgets.
  • McDonald’s was the only restaurant that spent more than 1% of its advertising budget to promote healthier kids’ meals.

Other Key Findings

Other study findings found restaurants need to do a much better job of advertising healthy menu options to kids, teens and minority communities.  Findings include:

  • In 2019, fast-food restaurants increased advertising spending by over $400 million dollars compared to 2012.
  • In 2019, Black preschoolers, youth and teens viewed 75% more fast-food ads compared to their white peers.
  • A total of 274 fast-food restaurants advertised in 2019.  However, approximately 55% of fast-food TV ads aimed at kids and teens were from these 6 restaurants:
    • Domino’s 
    • McDonalds
    • Burger King
    • Taco Bell
    • Little Caesar’s
    • Sonic
    • Recommendations

The study report identified ways the fast-food industry advertise to youth more responsibly.  Here are a few recommendations:

  • Restrict unhealthy food ads to youth 14 years old and older
  • No longer advertising on preschool and children’s TV channels.
  • Stop disproportionately promoting unhealthy foods to Black and Hispanic youth.
  • Policymakers at local, state and federal governments could also play a role by:
  • Implement policies that set nutrition standards for kids’ meals.
  • Develop campaigns to increase awareness of advertising that promotes unhealthy foods and targets minority communities.

All of the study’s recommendations can be found here. 

How have you seen fast-food advertising impacting our youth negatively over the past year?

References

Fast food equity problem:  Black and Hispanic youth unfairly targeted by ads
 

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J.Adderton

About J.Adderton, BSN, MSN

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J.Adderton MSN has over 25 years experience, specializing in leadership, project management and nursing education.

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Specializes in ER.

People have free choice whether they listen to advertising or not. This article makes it sound like it's a racist conspiracy to destroy the health of minorities.

They probably are targeting those groups because of financial motives. The whole fast food industry disgusting, the food is inferior, but I don't think they are part of some great racist conspiracy.

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Specializes in Psych (25 years), Medical (15 years).

I don't know... My medical nurse wife Belinda and I have spent a lot of time at the beach and other waterways recently, where there's a fair share of ages and ethnic backgrounds.

It seems to me that 95%  of the population, us included, are overweight.

We are a hedonistic, immediate gratification society across the board.

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Specializes in Psych, Corrections, Med-Surg, Ambulatory.

The fast food industry's job is to make money, just like everyone else.  It's not fair or realistic to add rules for them, beyond food handling regulations and nutritional disclosures.

School curricula desperately need to include life skills courses for all ages and races.  These should include diet and nutrition.  School boards should not be contracting with fast food venues for school lunches.

Young people need to be properly educated so they can make informed choices.  The biggest power we have as individuals is to vote with our wallets.  Corporations (unless propped up by government) will have to act accordingly.

 

 

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2 hours ago, Emergent said:

People have free choice whether they listen to advertising or not. This article makes it sound like it's a racist conspiracy to destroy the health of minorities.

They probably are targeting those groups because of financial motives. The whole fast food industry disgusting, the food is inferior, but I don't think they are part of some great racist conspiracy.

Perhaps not a racist conspiracy but still a pretty despicable marketing ploy (borrowed from the US Army), targeting impressionable, minority youths from poor families.   

 

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Specializes in school nurse.
6 minutes ago, morelostthanfound said:

Perhaps not a racist conspiracy but still a pretty despicable marketing ploy (borrowed from the US Army), targeting impressionable, minority youth from poor families.   

 

Yeah, similar to the tobacco industry knowingly peddling an unhealthy and addictive substance(s).

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Specializes in NICU (neonatal).
4 hours ago, J.Adderton said:

McDonald’s was the only restaurant that spent more than 1% of its advertising budget to promote healthier kids’ meals.

This is interesting. I just found out they removed all their salads from their menu. I haven't eaten at McDonald's in years, but I do remember them having salads at one point.

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5 hours ago, Emergent said:

People have free choice whether they listen to advertising or not. This article makes it sound like it's a racist conspiracy to destroy the health of minorities.

They probably are targeting those groups because of financial motives. The whole fast food industry disgusting, the food is inferior, but I don't think they are part of some great racist conspiracy.

I disagree.

I don't see anywhere in the article in which there are any claims of racism.  Not even implied.  Also no conspiracy implied.  Nowhere did the article suggest anything other than that certain demographic was disproportionately targeted, or that there was any motive other than profit.

 

 

 

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Specializes in Been all over.

Nobody is forcing fast food on any group of people. Advertisers target the people who purchase the product. That is their job. Nurses tend to forget that there is such a thing as personal responsibility. 

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Specializes in Specializes in L/D, newborn, GYN, LTC, Dialysis.

I think we better tackle this problem in the schools. I made my kids' lunches as all they had to offer was absolutely JUNK in the school cafeteria.

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Specializes in Specializes in L/D, newborn, GYN, LTC, Dialysis.

I forgot to say thank you for the informative article!

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3 hours ago, renatanada said:

Nobody is forcing fast food on any group of people. Advertisers target the people who purchase the product. That is their job. Nurses tend to forget that there is such a thing as personal responsibility. 

    Sadly, many from this demographic are already disadvantaged; having few resources, and often, lacking  any sort of parental guidance or support. Using your logic, are unaccredited, colleges and universities targeting these same youths and peddling sham, worthless degrees and predatory loans A-OK also?  Or, the vaping industry’s marketing?  Caveat Emptor right? Just because it's legal doesn't make it right or erase culpability.  

 

 

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