WASHINGTON — The average number of food and beverage advertisements that kids ages 2 to 11 viewed on children's programming fell by 50% between 2004 and 2010, according to research conducted by the Georgetown Economic Service, on behalf of the Grocery Manufacturers Association and the Association of National Advertisers.
During the six-year period ads for snack bars fell by nearly 100%, cookies by 99%, soft drinks by 96% and frozen and refrigerated pizza by 95%. Many of the changes can be attributed to the 2006 launch of the Children’s Food and Beverage Advertising Initiative, whereby 17 food and beverage companies voluntarily opt to apply science-based nutrition standards to marketing viewed by children, according to GMA.
