November 23rd, 2013
Cookie Monster crumbles
Are children fair game for sophisticated and relentless marketing techniques
WHILE her husband’s health-care plans founder, Michelle Obama is pressing ahead with her own. Last month, joined by Rosita, a turquoise Latina muppet, and Elmo, a shaggy red one, she announced that Sesame Street’s puppets would promote fruit and vegetables rather than sugary and fatty fare; Cookie Monster may need to find himself a new job. Mrs Obama’s fight against childhood obesity has several fronts (she calls it “Let’s Move!”) but marketing is an important one. In September she convened the first White House meeting on marketing food to children. Their preferences “are being shaped by the marketing campaigns you all create”, she told the assembled executives. “And that’s where the problem comes in.”
To market anything that might appeal to young consumers is to risk a scolding. Advertising entices children to drink and smoke, makes them fat and sexualises them early, its critics allege. To tout even wholesome products to children, some claim, is to exploit their naivety and thus to deceive them. Crusaders like Mrs Obama have helped embarrass companies. Coca-Cola said in May that it would not advertise to children younger than 12 anywhere in the world. Last year Disney promised not to promote junk food on television programmes for children.