Watching Their Diet

Even as childhood obesity remains an epidemic, product placement in films may encourage kids to eat junk. 

Soda and candy may play starring roles in the movies, at least in terms of the effectiveness of product placements, says research that examined the role of brand placements and childhood eating habits. In light of the rising childhood obesity rate in the US, how does product placement play a role in our children’s health?

Lisa Sutherland, PhD, of the Hood Center for Children and Families at Dartmouth Medical School examined the role of brand placement in movies and childhood health habits. Along with co-authors Todd MacKenzie, Ph.D., Lisa A. Purvis, MPH, MBA, and Madeline Dalton, Ph.D. also of Dartmouth Medical School, Sutherland found that most product placement in films feature nutrient-poor, calorie-dense foods, and that this type of advertising is more effective than previously thought.

While the study authors did not measure the impact of brand placement on kids’ dietary choices, Sutherland says, the research was a “first step” to understanding whether movies are a “potential conduit for advertising energy-dense, nutrient poor foods to children.”

Study findings indicate that films are an area of concern when assessing influential factors on children’s health.

“We found that indeed movies need to be included when we talk about measures to limit the advertising of certain food & beverages to children,” she notes.

Could the well-known link between excessive television viewing and obesity also involve the power of brand placement, rather than merely the increase in sedentary behavior?

“Obesity is a complex health problem—with many influences,” Sutherland explains. “While sedentary behaviors are certainly an issue, and increasing over time, a recent study (not mine) did show that advertising on TV was linked to weight, independent of physical inactivity. I think this lends to the complexities we are facing when addressing childhood obesity.”

Product placements, Sutherland says, may be even more influential than other advertising strategies. “We know from advertising theory that when products are used ‘in context’ and used by individuals that children identify with, or would like to emulate, the image and message relevancy increases,” she says.

Films provide advertisers with a captive audience, especially with the advent of DVR. “Movies provide a medium for advertising where the user can't fast-forward through the commercial, and anyone with children will tell you that kids tend to watch a new or favorite movies over and over and over,” Sutherland maintains. “I think these variables combined make it a powerful advertising vehicle.”

In fact, she adds, there has been a significant increase in the trend toward product placement already. “It has been very popular for quite sometime in reality shows like American Idol, but is now crossing into much of mainstream programming,” she explains.  

While the increase in childhood obesity and brand placement of unhealthy foods are a concern, Sutherland says the majority of large food and beverage companies have pledged to avoid making commercials for unhealthy products aimed at children under age 12.

To offset the influence of brand placement for unhealthy products, Sutherland advises parents and caregivers to limit all screen-time to less than one hour a day, which will also limit advertising exposure.

“Know what your kids are being exposed to through media,” she says. “Watch TV or movies with your child. By age 8, the average child begins watching the majority of their shows—TV or movies—by themselves.”

It is important to communicate with children about what they see. “Talk with your children about product placement,” Sutherland advises. “Ask your child if they think this is advertising, why the product is there, what about the actor using the product [and so on].”