children

Under the Bush administration, the federal government has put over $176 million into funding abstinence-only sex education programs, a component of which is asking teenagers to take a pledge that they will remain virgins until after marriage. But a recent analysis of data from a large federal survey revealed that over half of youths became sexually active whether or not they took the pledge. The study also found that teens who took the pledge tended to have more negative views of condoms and to use them less. The percentage of teens who did have sex and took precautions against sexually transmitted diseases and pregnancy was 10 points lower for pledgers than for non-pledgers. "This study again raises the issue of why the federal government is continuing to invest in abstinence-only programs," said Sarah Brown of the National Campaign to Prevent Teen and Unplanned Pregnancy.

It's never good to get your target demographic really mad at you. Johnson & Johnson managed to do exactly that with a recent on-line commercial for its Motrin pain reliever. In the ad, a "mom" talks about how much carrying her baby around is hurting her neck, shoulders and back. It starts with "Wearing your baby seems to be in fashion. I mean in theory, it's a great idea ... " But then the voice over says she cries more than moms that don't carry their baby around "hands free." It's worth it though, because when people see her with her little bundle of pain, she says,"it totally makes me look like an official mom." The reaction from parenting groups was quick, and the ad was pulled just days after launch. Because of long lead times for print publications, however, it will be around to haunt Motrin for a while.

"A ban on fast-food advertising to children would cut the national obesity rate by as much as 18%, according to a new study conducted by the National Bureau of Economic Research and funded by the National Institutes of Health," reports Emily Bryson York. The Center for Consumer Freedom (CCF), a front group for the restaurant and fast-food industry, has responded by calling the study "erroneous" because one of the study's authors acknowledges that "a lot of people consume fast food in moderate amounts and it doesn't harm their health" (as though this observation contradicts the study's findings in any way whatsoever). Previous studies have reached similar conclusions (and have likewise been attacked by CCF).

The U.S. Environmental Protection Agency (EPA) is poised to end "a six-year-old battle between career EPA scientists" who want to regulate a chemical linked to thyroid problems in pregnant women and children, and the White House and Pentagon, where officials oppose setting a drinking-water safety standard for the chemical, perchlorate. Guess who's likely to win? The EPA's "preliminary regulatory determination," obtained by the Washington Post, claims that setting a perchlorate drinking-water standard wouldn't result in a "meaningful opportunity for health risk reduction for persons served by public water systems." The document was heavily edited by the White House Office of Management and Budget (OMB). Among the OMB's comments was "that there was 'no need'" to include "detailed data" that showed that "infants would be exposed to perchlorate levels above" levels deemed safe by the National Academy of Sciences. Perchlorate is present in rocket fuel; many contaminated water sources are near military bases. In an attempt to avoid costly clean-ups, defense companies formed the Perchlorate Study Group, which has questioned whether perchlorate in drinking water poses a health problem.

One of my favorite critiques of our ad-saturated modern world is in "Infinite Jest," the epic novel by recently-departed author and essayist David Foster Wallace. In the novel's not-too-distant future, time itself has become a corporate marketing opportunity. There's the Year of the Trial-Size Dove Bar and the Year of the Depend Adult Undergarment. That's not to mention the Year of the Yushityu 2007 Mimetic-Resolution-Cartridge-View-Motherboard-Easy-To-Install-Upgrade For Infernatron/InterLace TP Systems For Home, Office, Or Mobile, which is often abbreviated.

Image from a Masterfoods video news releaseThe novel's system of Subsidized Time is hilarious ... and you can almost imagine it really happening. At least corporate-sponsored years wouldn't present the disclosure problems of today's stealth ads -- marketing messages that masquerade as entertainment or news content.

The Center for Media and Democracy believes that all advertising should be as clearly announced as the Year of the Trial-Size Dove Bar. That's why we just filed a comment with the Federal Communications Commission (FCC). The FCC is debating how its sponsorship identification rules apply to product placement, product integration and other types of "embedded advertising" relayed over television or radio stations.

In 2003, Commercial Alert urged the FCC to address product placement disclosure. "Advertisers can puff and tout, and use all the many tricks of their trade," the watchdog group wrote (pdf). "But they must not pretend that their ads are something else."

Especially, we would add, when that "something else" is news programming.

With the start of the school year, debate has heated up again about Gardasil, Merck's vaccine against human papillomavirus. Since writing my series of four articles on The Politics and PR of Cervical Cancer last year, I have continued to track the developments and have noticed some interesting trends. While Gardasil has not been the financial jackpot that Merck was hoping it would be, there is still a steady push for vaccination and even still for mandates. Even though it has not played out as positively as Merck planned, it is too early to turn our attention away from their efforts to sell their so-called "vaccine against cancer." Merck's obvious corporate steamrolling has generated a public backlash and has also faced general concerns about possible health risks from vaccinations, along with conservative opposition to the idea of government health mandates. These reactions slowed the company's money train but didn't bring it to a full stop.

"We do not want children to smoke," British American Tobacco (BAT) declares on its website. But the company that describes itself as the "world's most international tobacco group" routinely violates its own voluntary international marketing and advertising standards, according to a July 1, 2008 BBC-TV This World investigation. BAT was caught in Malawi, Mauritius and Nigeria using marketing tactics that are well-known to appeal to youth: advertising and selling single cigarettes, and sponsoring non-age-restricted, product-branded musical entertainment. (See also "Playing with Children's Lives: Big Tobacco in Malawi.")

When a company adopts and prominently touts its voluntary behavior codes, only to end up violating them, people start asking questions: What are the real reasons for these codes? Are they just for public relations (PR) purposes? To, as they say, 'cover your a*s' (CYA)? How did they arise? What, if any, value do they have?

Corporate-funded "educational" materials about healthy eating distributed to British schools have been criticized by Britain's Food Standards Agency, the Department of Health and dieticians' groups. "It's bad nutritional advice, which could give children wrong ideas about food at a very impressionable time," said Richard Watts of the Children's Food Campaign. The campaign is "assembling a dossier" on such materials, to prod the government to act. One pamphlet from the British Soft Drinks Association cautions students against refilling soda bottles with tap water, claiming it's "unsafe" and "can lead to contamination." A Dairy Council leaflet urges "three to four servings of milk, yoghurt or cheese" to "ensure that teenagers get all the calcium they need." Other sponsored materials direct students "to eat six slices of bread a day," claim that eating cheese "will soon have you a lot healthier," and compare soft drinks to "rice, pasta and bread."

Sears-Army clothing logo (from Advertising Age)Sears has entered into a first-ever deal with the United States Military to market a new line of officially sanctioned, military-styled clothing to men, women and boys. The military has officially licensed a "soldier chic" line of clothing to Sears called the "All American Army Brand First Infantry Division" collection. The garb, to be launched in 550 Sears stores in October -- just in time for the holiday season -- consists of "authentic lifestyle reinterpretations" of regulation uniforms and military-issued gear like T-shirts, hooded sweatshirts, denim and other outerwear. The partnership is part of a marketing strategy to raise the public profile of the U.S. military. Sears already carries some military-themed merchandise on its Web site, like a Modern Military Figure Special Forces Soldier toy for ages 8 and up, a musical DVD titled "Death Chants, Breakdowns and Military Waltzes, Vol. 2," which lists song titles like "Cadaver Recovery Man" and "Mud & Guts," and a Self-esteem Zip Military Style Vest for Juniors.

Cigarette ads and smoking in the movies influence kids to smokePhilip Morris and the tobacco industry in general have long insisted that cigarette advertising has no influence whatsoever in getting people to start smoking, claiming it only influences existing adult smokers to change brands. But this week the National Cancer Institute published an extensive, 684-page monograph that evaluates current evidence regarding the power of the media to both encourage and discourage tobacco use. NCI found that "The total weight of evidence -- from multiple studies, conducted by investigators from different disciplines, and using data from many countries -- demonstrates a causal relationship between tobacco advertising and promotion and increased tobacco use." NCI further concluded that smoking in the movies causes more children to start smoking, saying "the depiction of cigarette smoking in movies is pervasive" and "the total weight of evidence ... indicates a causal relationship between exposure to depictions of smoking in movies and youth initiation."