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April 13, 2010

Junk Food Product Placement in Movies

Movie According to a recent study published in the journal Pediatrics, the product placement of food in movies from 1996-2005 mostly consists of nutrient deficient foods.

 

The study concludes that "more than two thirds of popular movies featured food, beverage, and/or FRE [Food Retail Establishments] brand placements. The overwhelming majority of the brand placements were for energy-dense, nutrient-poor products."

 

Because movies are often viewed by children and adolescents, the study suggests that "these findings provide a benchmark against which future research can evaluate the commitments by food companies to change the nature of food advertising directed at America's children as promised by the Children's Food and Beverage Advertising Initiative pledge."

 

In a recent interview with Reuters Health, Dr. Lisa A. Sutherland, the lead researcher for this study, said that "she and her colleagues are now looking at whether there have been any changes in movies released since 2005."

..."will we see there has been a decline in product placements, or will we see that movie studios are still including placements without (being paid)?... For parents, she said, the message is that junk-food advertising 'goes beyond TV'...'you should be aware that popping in a bunch of movies may not be any better than letting your kids watch TV.' "

Thank you to William Mitchell College of Law student Candice Duncan for preparing this post. Ms. Duncan is a student of Professor Donna M. Byrne.

April 13, 2010 in Film | Permalink

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