One of the most debated topics in advertising has to do with the target market that hasn't even hit puberty yet. That target market, of course, is kids below the age of 12. Specifically, Sugared cereal advertising is right up there with alcohol on the list of things that are close to being banned as far as advertising is concerned. Self-regulatory bodies are keeping a close eye on it and have done an OK job thus far but there's no telling what might happen in the future.
Ultimately, parents are the purchases and have the final say in the matter. But, kids nag and nag and nag so much that I don't blame any parent that gives in to the cereal aisle and walks away with a couple boxes of nothing but sugar just because their kid threw a tantrum over it. It's just easier to give in!
And is it really all that bad that a ban must be placed? Bonnie Taub-Dix, a nutritionist that is keepign a close eye on this, doesn't think it's something that should be as closely monitored as it is. She makes a good point in saying that cereal and a glass of juice is better than nothing for breakfast. Statistically speaking, only 40% of kids ages 6-11 even eat breakfast on a consistent basis. For her, there are much worse things is world. But, as a starting point, she suggests teaching kids to mix cereals. Her own kids mix Trix and Cheerios, where the Cheerios have 9 grams less sugar than the Trix do.
I agree with her but also see the frustrations of a parent trying to keep their family on a balanced diet. It's hard to find a middle ground, that's for darn sure.
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