Young Consumers

Obesity, advertising to kids, and social marketing

Ingo Barlovic

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CHILD OBESITY

Obesity, advertising to
kids, and social marketing
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Ingo Barlovic, iconkids & youth, challenges easy solutions to child obesity,
such as banning advertising. He argues that such policies are ineffectual and
there is no proof that child-targeted marketing causes obesity

O QUESTION AT ALL: overweight,

especially among kids and teens, is a
topic currently very much in focus in
many countries.
The WHO (World Health Organisation)
speaks of it as the disease of the 21st century;
some physicians in the UK are viewing obese
kids and adolescents as likely to be the first generation to die before their own parents.
Nevertheless, food and drink marketers try to
find ways (nevertheless) to make money.
And what are the current solutions proposed
by national or EU politicians and politics or
some social scientists? Ban food advertising! Or
even: Ban kids products altogether!
The decisive question to ask and to answer is,
of course: Do or would such bans really make
sense and work? Would they really solve the
problems of overweight and obesity in the young
generation?
And how should producers and suppliers of
kids products handle this issue? Plus: What
alternatives exist to solve the basic problem as
such?

The facts: obesity among kids and

teens
To start out: no one would really deny that there
is an obesity problem among kids and adolescents. In Germany, 15 to 20% of the 6- to
17-year-olds, ie about 1.5 to 2 million individuals, are overweight and 4 to 8% (400,000 to
800,000) are even rated as obese. These
26

YOUNG CONSUMERS

Quarter 3 2006

numbers are very worrying and they suggest

that something must really be done.
Nevertheless, speaking in a general way of a
XXL-Generation or of a generation which is
bound to die before their parents does seem out
of proportion. After all, more than 80%, ie more
than 8 million youngsters in Germany do not
have a problem with being too heavy in weight
i.e. quite obviously the majority in Germany!
As a benchmark and to set the proportions
right: About 50% of the German adults are overweight, 20 to 30% obese. So who will be likely to
die first (at least as far as Germany is
concerned)?
Of course, I have no intention of trivialising
the problem. 400,000 to 800,000 youngsters
really is a formidable number. In addition, the
kids and adolescents concerned have not only a
health problem but a psychological one as well:
About 15% of the German teens admitted that
they had already been teased on account of their
weight, their being considered fat.
Nevertheless, one should not over-simplify
matters, use dramatic expressions (an entire
generation; will die before...) just because they
sound good in press releases. Plus: one should
and must not focus on the younger generation
alone. After all, obesity among adults is at least
as important.

Causes and boosters re: obesity

The causes for obesity among the young are
truly multidimensional. Just to mention a few,
Emerald Group Publishing Limited 2006

CHILD OBESITY

obesity depends on (see: Mller 2005; Schuble

2006; Klaus 2005):

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First of all, the energy balance as such. This

signifies that ones intake in calories by eating
and drinking is higher than what one is losing.
For example, the energy balance is influenced
by what and how much one eats and drinks
on the one hand, and how much and how
intensely one is moving (in everyday life; at
sports, etc) or in spur of the moment activities
on the other.
Obviously, a fidgety, active child will lose
more energy than a sedate, quiet one.
In Germany, there has been an increase in
the average calorie intake between 1988 and
1998 of about 10% among the male adults
and 20% among the female (Karg 2004). Yet
they do not move more, are not more active
than before. This is one factor which makes
the rising numbers in overweight and obese
easy to understand.

Genetic factors and predispositions.

Infant feeding habits: Breast-fed babies stand

a significantly lower chance to become obese
in later life.

Parents are obese thus constituting a negative role model more so for girls.

The familys social status of greater importance for boys: In Germany, kids and teens
coming from families with lower social status
or an immigrant background are much more
likely to be overweight/obese. It is interesting
to note that for mothers with a lower educational school-leaving level (see Figure 1) the
relevance of the overweight issue as such is of
less importance although it is in their families that one finds overweight or even obese
children more often than in homes with a
higher educational background

As well as: Media consumption a fact discussed most controversially.

Figure 1 Mothers views on obesity in children

%
80

Q: In your view, how important is

the subject of obesity in children
A: Very important

70
60
50
40
30
20
10
0

Total

67 89 1012
Age of child
(in years)

Haupts.
Gymn.
Reals.
Highest level of
education (HofH)

Source: iconkids & youth, April 2004

Quite obviously, the issue as such is very

complex and there cannot be any easy solution.

Impact of food advertising on

consumption
What about advertising to kids and youth? Of
course, everyone concerned with creating and
selling knows: advertising does work.
However, the crucial point really is:
Advertising can, indeed, improve sales of a specific product, but not sales of the product category
it is part of.
When kids see advertising for chocolate bar
X, this does not mean that they will generally eat
more chocolate. In fact, they will eat more of
chocolate bar X and, at the same time, less
chocolate products of Xs competitors.
Advertising is a war about brands and their
noticed presence in the marketplace; it is not
about product categories as such.
Also note: Kids dont need any specific kids
products at all to have chocolate. If you ban kids
products, they will eat chocolate made for adults
it is as simple as that. Taste and enjoyment of
it are decisive factors.
YOUNG CONSUMERS

Quarter 3 2006

27

CHILD OBESITY

However, in addition further aspects must be

taken into consideration:

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Advertising is only one component in the

complex world of brands; and the impact and
influence of advertising often lags behind that
of point of sales, of peers and of parents. If
you ban advertising, the POS will rise in
importance (see Figure 2).
Through advertising kids can be seduced to
buy a very first time, but, if the product itself
does not meet up to their expectations it will
soon disappear from the sales shelves.
For adults, it is quite obvious (see Figure 3).
that the recall of advertising campaigns has
decreased over the past years. Following
Jacobys information overload theory this
might be interpreted as: The more information you get, the less of it you will use. This
could mean for kids: If there is a ban on
advertising directed at kids and youth, and if
they consequently really see fewer ads, those
remaining and not specifically targeted at
them will stand out more and therefore be
noticed more, and thus be more efficient. So,
it is not important how many ads the kids see
but how many they process.
Finally one should not underestimate the role
of family. In a study with mums we found that
one third of their kids pester for products to
eat and drink which they have seen in advertising (Figure 4).

Now, the particularly interesting aspect is that in

families with only one child there was much
more noticed pester power than in families with
2 or more children. And, because a child will
only exert pester power if there is a good chance
of succeeding, the findings show that a onechild mother often does not know the use and
the meaning of the word no. This shows that
the right upbringing can diminish the impact of
advertising.
By taking these various aspects in account, it
is not surprising that analysis of empirical
28

YOUNG CONSUMERS

Quarter 3 2006

Figure 2 Reasons for craving sweet titbits

or drinks
Q: What makes you develop a real craving
making you ask for sweet titbits or drinks
or to buy them yourself?
Because I simply
happen to like it

63

Because my parents
have it or bring it along

49

Because I see it at
the store/in the shop

46

Because a friend has/

my friends have it

40

Because I saw it
advertised
Because I saw my
brother/sister with it

36
11
0 10 20 30 40 50 60 70 80
%

Base: Representative survey in Germany amongst n = 730

6- to 12-year-olds (May 2003)

research data made Professor Joerg Diehl of the

University of Giessen, Germany, comes to the
conclusion: The question (...) is food advertising partly responsible for the epidemic diffusion
of overweight among kids and the young can
clearly be answered with No (Diehl, 2005).

Why is kids marketing the

bad-guy?
Looking at empirical research data, it seems difficult to find a definite correlation between kids
marketing and obesity. Nevertheless, marketing
and advertising are in the focus of legislation
and of concern to health professionals.
One reason is, of course, to some extent that
politicians, medical doctors or people working
for consumerism really do believe that the correlation mentioned above does exist. They really
believe that the problem can be solved by banning advertising and specific products for kids.
But in a more speculative way there are other
reasons as well.

CHILD OBESITY

Figure 3 Advertising efficiency in time-series (example: confectionery)

50

755

759

800
721

718

Average remembrance (in past 10 days)

of advertising seen for a brand (%)

700

40
35

614

674
617

554

600
594

30

513

25

Prompted remembrance
in past 10 days (left axis)

500

Spending (c000s) (right axis)

400

25

20
19

15

18

18

18

300

18
16

15

14

14

10

200

Average spending on advertising

per month per brand (c000s)

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45

100

5
0
1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

Source: AD TREK: Data-Base, icon added value

For example: If one were seeking attention

from the broad public, the easiest way to achieve
this is to say something about kids because this
subject as such is bound to get attention and
emotion. If one seeks money for scientific
research the subject of kids will work. If one
wants to be popular as a politician kids work.
Why? Because all are employing and responding
to the Kindchenschema (schema of childlike
characteristics).
Thus the recommendation of simply banning
kids marketing is easy for the general public to
understand. To voice it follows a classical
marketing principle: the KISS-Formula (Keep
it simple, stupid).
Or: If you were selling a range of products
high in calories and the public voiced criticism,
the stratagem would be: sacrifice a pawn, i.e.
abandon the kids products in your range, and
make the public will feel good about it and
you! And then try to do effective lobbying work

with the goal of having legislation to ban kids

marketing for everyone, especially, of course,
your competitors who have been focussing on
kids products as well

The (positive) role kids marketing

can play
In a time of obesity and lots of vivid discussion
about it is a positive role for marketing conceivable at all?
The most inappropriate reaction of marketing
would, no doubt, be to just duck for cover. On
the contrary, companies involved in kids products should find ways of helping to solve the
obesity problem, and actively offer their help.
And there are three possible routes which
spring to mind:

1.

Improve the impact of health prevention

concepts while putting to use principles of
YOUNG CONSUMERS

Quarter 3 2006

29

CHILD OBESITY

Figure 4 Product desire (food and drink)

sparked off by TV advertising
Q: How often does your child ask for something
to eat or drink because it has seen advertising
for these products?

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At least 12 times per week

Less than 12 times per week

33%
67%

41%
59%

TOTAL

1 child in household

16%
26%

74%

84%

(German Nutrition Society), showed that 98%

of the 6- to 7-year-olds believe that one must eat
fruit, and 90% that one must have vegetables to
stay healthy (Pudel 2000).
In our own, iconkids & youth, research, 6- to
12-year-olds and their mothers were asked why
they believe kids are overweight. The spontaneous, unprompted answers showed that
children believe that too many sweets and too little exercise are relevant factors (Figure 5).
On the other hand, although kids and their
mums seem to be aware of what would be
healthy, they do not act accordingly. For example, only 36% of the 6- to 12-year-olds eat fruit
daily and 21% have vegetables (iconkids &
youth 1998).
Therefore, to most German kids a directive
such as 5 a day does not really make sense, and
it is asking too much of them.The old slogan an
apple a day would be a better solution,
Figure 5 Most important reasons for
overweight
(a) Mothers views

2 children

3 children and more

Base: Representative survey in Germany among n = 730 mothers

of 6- to 12-year-olds (May 2003)

Too little motor activity,

exercise

57
34

Unhealthy things/ingredients
Too many sweets

kids marketing.Thus: Kids marketing used

as a variety of Social Marketing.
2. Specific marketing strategies used in selling
of kids products.
3. Cooperation with other relevant social
groups.

Social marketing a promising

concept
In Germany, numerous surveys show that kids
and mums do, in fact, know what is healthy. And
they even know how to decrease overweight.
A survey carried out on behalf of the
Deutsche Gesellschaft fr Ernhrung (DGE)
30

YOUNG CONSUMERS

Quarter 3 2006

27

0 10 20 30 40 50 60
%
(b) Childrens views
55

Too many sweets

Too little motor activity,
exercise
Too much fast food

34
27

0 10 20 30 40 50 60
%
Source: iconkids & youth
Base: Representative survey in Germany amongst 6- to 12-year-olds
(May 2003) and mothers of 6- to 12-year-olds (April 2004)

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CHILD OBESITY

because they could implement that. And, only

8% of the children say that healthy diet behaviour would be very important to them
(Figure 6).
This shows that there is a discrepancy
between rational knowledge and factual behaviour. It is not sufficient to just tell kids (and
adults!) about healthy food, vitamins, calcium,
etc. Though the meaning will be understood,
one will not reach the heart of the target group.
This approach is too cognitive. Where is the
appeal to emotions, to dreaming?
Therefore it does not really come as a surprise that, at least in Germany, most of the
prevention programmes proclaimed were not all
that successful and effective in the past with a
few exceptions.
What is needed is communication in a more
emotional, more behaviourally relevant manner.
This is exactly where kids marketing comes into
play. Kids marketing means reaching and
attracting kids exactly where they are, covering
and involving their life frame (Lebenswelt), their
dreams, desires, needs.
Therefore, health prevention campaigns
should use techniques of Marketing to be more
effective (Barlovic 2004; Dammler et al. 2000):
Figure 6 Importance of healthy nutrition as
seen by children aged 612 years

It is not sufficient to just

tell kids (and adults!)
about healthy food,
vitamins, calcium, etc.
Though the meaning will be
understood, one will not
reach the heart of the
target group

Very important
Fairly important

Total

27

Boys 4

Girls

22

12

10

20

35

26

Compared
to 1998, a
drop by 6%

32

43

30

40

50

Source: iconkids & youth

Base: Representative survey in Germany amongst 6- to 12-year-olds
(May 2003)

Create healthy products which fulfil the

multi-sensual desires children have: a healthy
fruit mix can look at least as fascinating as a
cocktail for adults, and a vegetable pizza can
taste as good as one with sausage.
Bear in mind and address the core needs of
kids, such as social acceptance, group feeling,
autonomy, the desire to be(come) a grownup, a hero, or an attractive, pretty/handsome
person (Dammler et al. 2005).
Telling a child that if it drinks milk it will have
no problems with its bones when it grows old
is not very convincing. Kids live now, in the
frenzy of the present, not tomorrow. Much
more effective, therefore, is the motto for a
German campaign for milk: Milk makes you
beautiful.
Embed your messages into experience
worlds, or use acknowledged idols: What do
footballers or female pop stars eat, drink, do
to be successful? Kids will surely try to imitate their idols and, perhaps, even their
healthy way of living (Figure 7).
Bear in mind and respect the differences
between age-groups and between boys and
girls. If there were only one prevention campaign it would be just about impossible to win
over 6-year-old boys as well as 12-year-old girls
simultaneously.Think in specific target groups.
Try to reach sustained yield by approaching
the spread of peer-groups, and especially the
mums as gatekeepers.
YOUNG CONSUMERS

Quarter 3 2006

31

CHILD OBESITY

Figure 7 The most popular idols of German 6- to 12-year-olds

Boys

Girls

31

13
Bill (Tokio Hotel)

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Michael Ballack
21

12
Tokio Hotel

Oliver Kahn
14

9
Yvonne Catterfeld

Michael Schumacher
7

9
Sarah Conner

Lukas Podolski
6

7
US5

Sebastian Schweinsteiger
0

10

15

20

25

30

35

10

15

20

25

Source: iconkids & youth Trend Tracking Kids, 2006

If the parents do not really care about healthy

living, it will be really difficult for the kids to
take an appropriate view and to follow the
right path.

Specific marketing strategies

How, then, can companies sell products in times
of obesity among kids?
There are 2 possible approaches:

1. Product level
2. Lifestyle level
On the product level there are some barriers
to be overcome when creating kids products
which could help in the fight against overweight.
First of all: Most kids dont care about the
overweight issue. As mentioned before, in
Germany about 80% of the kids are not
32

YOUNG CONSUMERS

Quarter 3 2006

overweight and therefore will not use products

declared to be anti-obesity. The market is not
all that large. Besides, even kids with too high a
BMI (Body Mass Index) often just do not care
about their weight.
And what seems even more important: selling
diet-products specifically for and to kids should
be a taboo, a real no-no, as this might enhance
eating disorders, e.g. Bulimia. Because, for a
teen suffering from Bulimia this is a much
bigger, potentially deadlier, problem than
obesity!
So, if one wants to create products with a
focus on healthiness, foremost target groups are
clearly the mums.
In a representative survey, mums were asked
how important they felt specific aspects of food
products intended for kids are.The most important reassurance arguments for mums were with
valuable vitamins, followed by without added

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CHILD OBESITY

sugar, without preserving agent, and with calcium (Figure 8).

On the other hand, the feature reduced in
calories is obviously of little importance to the
mums although in Germany fats and sugar are
considered the main fatteners. Mothers have
reservations about whether they would taste
good, and they see dangers in a diet for children. In Germany, carbohydrates are not
considered a major factor causing overweight.
Low carb. products are not as important as
they are, or have been, especially in the US
market.
Therefore it makes no sense to offer fatreduced kids products or particular dietary
products for kids. However, it does make sense
to design and promote products with a healthy
image: close to water, juice spritzer or vegetables/salad. Nevertheless, the demand still stands
that that these products must be appropriate for,
but in particular, also appealing to children.
Important: one could also create healthy
products outside of the food area as such. Just

Figure 8 Mothers view of importance of

various features of childrens products
Q: What is your personal attitude towards
the following features of childrens products
(to eat/drink)? (prompted card)
A: Very good
With valuable vitamins

74

Without added sugar

70

Children really like the taste

Without preserving agents

70
66

With calcium

65

With dextrose

49

With iodised salt

39

With fructose

37

Reduced in calories
With sweeteners

28
9

0 10 20 30 40 50 60 70 80
Source: iconkids & youth
Base: Representative survey in Germany amongst mothers of 6- to
12-year-olds (May 2003)

YOUNG CONSUMERS

Quarter 3 2006

Cooperation with other

relevant groups
Example: the German Plattform
Ernaehrung und Bewegung (peb)
What seems to be at least as important as
the described activities is: Cooperate with
the Government and Interest Groups to create a broad offensive front against obesity.
As mentioned before, the EU and some of
its members are thinking out loud about
banning advertising and kids products.
Instead of taking this route enforced by
law, the German Government believes in
the principle of voluntary cooperation.
Therefore, in 2004 the Plattform
Ernaehrung und Bewegung e.V. (peb)
(Platform nutrition and movement;
www.ernaehrung-und-bewegung.de) was
founded to unite all relevant social forces
with the aim of preventing overweight.
peb is supported by politics, science, associations and industry/manufacturers, and
currently has more than 100 members.
The platform sets up and convenes congresses and supports a variety of
activities. Yet, one of the reasons why prevention programmes often have not
succeeded in the past is that there is no
real coordination. Everybody is doing
something; there is no real focus on specific activities a majority of the socially
relevant groups have agreed on. Therefore,
in the near future peb will hopefully be the
coordinator of most health activities in
Germany, thus making prevention programs more effective.
To solve the obesity problem, a coordinated effort by all relevant groups in
society is needed; this German procedure
might possibly even be a guideline for
other countries. In any case, cooperation
rather than confrontation should be the
key issue!

33

CHILD OBESITY

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In Germany, carbohydrates
are not considered a major
factor causing overweight.
Low carb. products are not
as important as they are,
or have been, especially in
the US market
think of videogames Sony meets todays
demands well with their EyeToy moving games
for Playstation.
Another possibility for healthy products
could be to reduce the portion, the individual
serving. Current developments in the USA,
however, show that this strategy could fail
because it contradicts the price-portion-thinking
of most consumers. For example Burger King
stopped their reducing portion campaign and
again communicates full-sized Burger.
Looking at the second possibility: the lifestyle
level. It would really make sense for companies
to pick up the obesity discussion. Some routes to
look into:

34

Show the picture of a kid looking fit, practising sports, moving, playing outside as a model
for marketing activities and advertising.
Sponsor or arrange sport events.
Help to make kids want to increase their
motor activities in everyday life.
A safe bicycle lane will be more effective than
the banning of advertising.
Support (media) activities concerning healthy
eating and cooking.
Cooperate with manufacturers of activity toys
or with sport companies, or think about how
you might integrate the issue moving about
into your product range.
Talk about your activities, for example on
your website, let people know about you and
your commitment.

YOUNG CONSUMERS

Quarter 3 2006

But always bear in mind: the aim is support,

not brand advertising. For example, support
activities in schools without promoting or
even displaying your logo. Such activities are
Public Relations and not promotional
Tupperware parties.

References
Barlovic, I. (2004) Kinder, Ernhrung und
Konsumverhalten. planung & analyse, 1,
pp. 7883.
Dammler, A., Barlovic, I. & Clausnitzer, C.
(2005) What are brands for? Young Consumers,
1, pp. 1116.
Dammler, A., Barlovic, I. & Melzer-Lena, B.
(2000) Marketing fr Kids und Teens,
Landsberg: Verlag moderne industrie.
Diehl, J. (2005) Einfluss der Food-Werbung auf
Kinder und Jugendliche, Moderne Ernhrung
Heute, 3, pp. 711.
iconkids & youth (1998) Nutrition behaviour of
kids and teens. Unpublished study.
Karg, G. (2004) Ernhrungssituation in
Deutschland. Deutsche Gesellschaft fr
Ernhrung Ernhrungsbericht, pp. 21115.
Klaus, S. (2005) ber gute und schlechte
Futterverwerter. richtig essen gesnder leben,
4, pp. 35.
Mller, M.J. (2005) Neue Wege zur Vermeidung
von bergewicht unabdingbar. Moderne
Ernhrung Heute, 2, pp. 14.
Pudel, V. (2000) Essverhalten und
Ernhrungszustand von Kindern und
Jugendlichen. Deutsche Gesellschaft fr
Ernhrung Ernhrungsbericht, pp. 115146.
Schuble, N. (2006) Die Rolle der Genetik bei
Adipositas. richtig essen gesnder leben, 1,
pp. 67.

Ingo Barlovic, Marketing and Consumer

Researcher, is Managing Shareholder of iconkids &
youth, international research (www.iconkids.com).
As well as research, consultancy and lecturing,
he is co-author of Marketing for Kids and Teens,
publishes in professional journals, and is a member
of the task force Child nutrition in media (German
Federal Ministry for Nutrition).
i.barlovic@iconkids.de

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