The TV made them do it.
It made them "cuckoo for Cocoa Puffs."
CBS's Katie Couric used the cereal slogan as she introduced a March 28 Evening News report. The nanny-staters were at it again, this time warning that children who like sugary cereals are "setting off alarms."
"Parents better watch what their kids eat, or their kids will continue to eat what they watch," said reporter Bill Whitaker.
While that might sound like a call for parental responsibility, Whitaker's story about the Kaiser Family Foundation's latest report was anything but. The attack on the food industry featured activists who want more government regulation of advertising — but the industry under attack was neither seen nor heard.
Instead, viewers got a bowlful of activism.
The story featured Vicky Rideout, a vice president with the Kaiser Family Foundation who heads that group's Program for the Study of Entertainment Media and Health Publications.
Kaiser has been attacking the food industry for some time. Back in January, CNN used an older Kaiser study to complain about advertising to kids — and then Rideout was talking about the lack of "oversight" for the Internet, with CNN's Sanjay Gupta chiming in that Internet ads aren't regulated like TV ads.
Whitaker also brought on Susan Linn, "one of a chorus of critics calling for the government to ban the ads."
Whitaker introduced Linn as a psychiatrist with Harvard Medical School. What he didn't mention is that she's also the co-founder of the Campaign for a Commercial-Free Childhood (CCFC) and author of Consuming Kids: Protecting Our Children from the Onslaught of Marketing & Advertising. One article featured on the CCFC's website says "Forget Big Tobacco, Big Food Kills."
His story called for a ban on the ads and attacked the food industry, but Whitaker didn't have anyone giving the opposing viewpoint.
The reporter mentioned in passing that "processed food makers say kids are heavier today because they're more sedentary. Still, some have volunteered to cut back on their ads to children."
But it's not just food companies who suggest exercise could help overweight children. In addition to common sense, a recently released British study found dramatic improvement in kids who added only 15 minutes a day of exercise to their lives.
In the meantime, the potential of increased regulation in the United States is real. As a March 29 AdWeek article explained, the Kaiser study "comes as policy makers are increasing pressure on broadcasters to do something to help shrink American's expanding waistlines. A task force of lawmakers, FCC commissioners, broadcasters and food and beverage industry executives conducted their first meeting last week."
Several companies, including McDonald's and Coca-Cola, have voluntarily changed their advertising policies when it comes to ads aimed at kids. But Whitaker's story didn't mention any companies by name and quickly dismissed corporate efforts, as Linn declared, "Self-regulation has failed."
The reporter didn't mention the obvious fact that parents could monitor how much TV their kids are watching — and that the kids aren't buying their own groceries, no matter how many sugary commercials they see.
The Business & Media Institute has documented the trend in news stories leaving parents out of the equation and the media's fondness for the flawed Body Mass Index to address obesity in children.
April 3rd, 2007 at 9:51 am
There should be responsibility in advertising towards children! And Parents should be involved…in a perfect world. Advertisers are well aware that television acts as a "babysitter" in many American homes; these messages are aimed to lure the children into wanting anything from the sugary cereal, McDonald's to the latest and greatest video game. And as to the "obvious fact" that parents are doing the shopping-in as much as the home is functioning. How many single parent homes are out there where that parent is overwhelmed and gives into the child because its easier? This even happens in Two-parent homes where the child gets his way because the parents have no clue how to be Parental.
Shouldn't we expect business to behave morally? Or is that too much to ask anymore? Its all about the almighty dollar. If we can't ask that children be protected against this because its the Parents' job, then what is Society's job? No wonder we are in the mess we are in. Society is excused…no institution is morally responsible.
April 3rd, 2007 at 10:25 am
Why is television a babysitter? Why are parents afraid to have their children outside unsupervised? In a culture that has an explosion of predators, some parents think their children are safer at home. Unfortunately, the television has sunk to making "soft porn" images normal, everyday fare, and the internet shoots hard core porn into unsuspecting internet searches. Predators on the outside, and grooming for those predators on the inside.
April 3rd, 2007 at 10:55 am
We can blame anyone we want for this. Who appointed the telly to babysit? Single mothers, mostly. How did we wind up with so many single mothers? Welfare laws subsidize and reward single motherhood, and no-fault divorce laws make it so much easier for a feckless man to start, and then abandon, a family.
Big Food is merely reacting as the Securities and Exchange Commission and their general fiduciary duty to their shareholders require them to: by seeking and marketing to profitable markets.
And frankly, sugar cereals are nothing new. I remember the adverts for “Sugar Frosted Flakes” and “Super Sugar Crisp” when I was a kid, some thirty years ago.
The evangelical protestants are right about one thing: this nation is due for, and in dire need of, a revival of the faith. Pray and work for it.
April 3rd, 2007 at 11:52 am
When I was visiting DC, I got stopped by a news crew (as I was strolling my 3 kids uphill back to the apartment) for a quick interview about "regulating television content without affecting free speech."
Granted, this was more about actual content of shows instead of marketing. My bottom line in the sound bite was that I would not mind help from the government in this arena. My children are rigidly monitored at these young years, but as they grow older, they cannot be monitored so closely (in other people's homes) - so a little help on regulation, when the children are truly the interest - could be a good thing (could it get out of hand and lost perspective. Yup). I think the same should go for advertising.
I think it is absolutely wrong for marketers to market TO children. It is an attempt to get the children to manipulate the parents. It fully is the job and duty of the parents to not FALL for the manipulation, and to use it as a teaching moment. But the source should not be there either.
My children do not ever watch shows that have advertising. I do not want my children marketed to, if I can avoid it. Thank God for DVRs as well - with the FF button to go right past commercials when you're trying to watch a baseball game together!
April 3rd, 2007 at 2:09 pm
God loves you .
Common thread: it is up to parents to do a job of communication superior to anyone else’s communication - except maybe an inspired teacher or devoutly orthodox pastor.
My daughter knew she would be listened to about anything; but, decision comes with authority, responsibility and purse. The old man was ‘right’ if only his position as father was ‘right’ - my mistakes usually ones of indulgence rather than tyranny.
Now, as a mother, she freely uses ‘because I am the mother’ after listening - and her kids have their friends flocking to get under that ‘Mother Hen’ approach. One friend, usually one we noticed as a too-free spirit for her age, told her ‘YOU the MOM!’ to which my beloved Helena responded, ‘And don’t you forget it!’
She lovingly sets the boundaries, and lets them gambol about within. BUT - she is usually the first to hear their complaints just because her part of ‘being the Mom here’ is to hear what has to be heard. Her lively twosome have learned, too, that the best that can come out of things starts with going to the boss. She can give such a benevolent and indulgent smile and say ‘NO!’ She can use some very wise counters, too. Once her daughter, Rachel - a future negotiating lawyer, I assure you - was pleading her case with tears. My daughter told her ‘I told you ‘no’ and let you know I think that (whatever) is a poor value. If I have better places for my money, you have equally better places for your life’. Adolescent terror stalks out; defeated, slams her bedroom door. Before Mom can drop ‘the wrath of Mom’ on door-slamming, she-terror comes out meekly, and hugs her Mom, with ‘I’m sorry, Mom. I won’t ask again’. Mom: ‘I love you, Baby. That’s why I’m picky about things.’
And, frankly, for one who has watched TV maybe once every two months, the ads are usually more impressive production features that the shows. My one view of ‘The Sopranos’ was avowedly my last. But, I still admire Tony the Tiger. He’s GREAAAAT! Better than his cereal.
Remember, I love you, too
Through Christ, with Christ, in Christ,
Pristinus Sapienter
(wljewell @catholicexchange.com or … yahoo.com)
April 3rd, 2007 at 2:35 pm
This issue does not merely call for monitoring and limiting children's exposure to the television. Certainly when our children are very young, we must control the time and content of television and movies completely.
But especially as they get older, this issue also requires talking and listening. And thinking; that's very important as well.
When idiotic things come on the television, which is very, very often, hit the "off" or the "mute" button and ask your child, "What are the people who made this commercial, or show, trying to show you here? What do they want you to think? What are they trying to get you to do?" And then listen to your children.
Ask, "Why do you think that is what they want to do?" or "Why do they want to do that?" Then listen some more.
Ask, "Is this good? Is this true? Is this what God likes?" And listen some more.
As parents, we can teach our children to think critically and make discernments about these things. We will not always be around to say, "Turn that off!" or "You can't watch that!" But we can simply dialog with them and point out, as I like to say, "Look how stupid they think you are." and "See how they treat you like someone who can't think for themselves." And so on.
Even small children can start to see this and often enjoy doing so. Plus, it's good practice for myself.
PTR!