Children prefer fast food in McPackaging

by Alex Donohue, Brand Republic 07-Aug-07, 09:10

LONDON - Children as young as three prefer fast food wrapped in McDonald's packaging than unbranded products, according to a study released by researchers at Stanford University in the US.

The study, which was conducted by Stanford University of Medicine, indicated that children aged three to five were highly susceptible to marketing methods used by McDonald's, with 77% of the children polled preferring chips and burgers in McDonald's packaging than the same item in unbranded wrapping.

According to the report's authors, the results support recommendations that more regulation is needed to prevent fast food companies marketing products high in fat, salt and sugar to pre-school children.

The study said: "These results add evidence to support recommendations to regulate or ban advertising or marketing of high-calorie, low-nutrient foods and beverages, or all marketing that is directed at young people."

The US report follows UK regulator Ofcom's introduction in April of a ban on advertising junk food on TV to children. The ban currently covers programmes aimed at four- to nine-year-olds and will be extended in January to programmes aimed at 10- to 15-year-olds.

In a further move, the government announced in May that it intended to review regulations on junk food advertising as early as this autumn, as part of a wider programme to tackle "the root causes of obesity" in the UK.

In December 2006, a report by Labour's left-wing think tank Compass, said that 70% of three-year-olds recognised the McDonald's golden arches logo.

The Stanford University study, which polled 63 children, involved more than 300 separate taste-testing comparisons as part of its findings.

Comments

Emilien Anglada - 07/08/2007

But isn’t McDonald's tuning to a healthier brand. Haven’t they signed a deal with Innocent and soon, I heard, they will start using organic milk in their milkshakes. They are also recycling their cooking oil and run their trucks on it (or some of them). Am I just a victim, like those kids, or are they really trying to make a true effort in reinventing themselves?

Gordon Macmillan - 07/08/2007

They might be using Innocent, but Innocent isn't that green. Its wax lined cartons can not be recycled. Great product shame about the packaging.

Lisa Cunningham - 07/08/2007

Why is more regulation needed? The real issue is surely parents not feeding their children a healthy balanced diet. A child recognising the logo of a fast food chain does not make a child obese.

Matthew Waring - 07/08/2007

My 2 year old happily recognises Mac D's, Woolworth’s and our local computer gaming shop (no influence form Dad there then...) - he also happily recognises apples, carrots and broccoli when in a supermarket, always wants to turn left when out of the house towards our local park, always drags me into Waterstones and will reject a doughnut in favour of a slice of toast with marmite. This type of scare-mongering propaganda is really starting to grate, as is the whole nanny-state thing – it is the parents responsibility, end of.

Archie Strang - 09/08/2007

Presumably the unbranded packaging was less visually stimulating than the McD-branded stuff. So, of course the kids preferred the latter. This is another bollocks bit of market research.

Alex Donohue - 09/08/2007

Do I detect a burgeoning McDonald's sympathisers club on BR? On a serious note, there are very few industries in the world (if any) that can self regulate and the advertising one is certainly no exception. Irrespective of whether McDonald's is responsible for child obesity, is there not something slighly morally questionable about exposing toddlers to rampant mass consumerism from such a young age? Just a thought.

Lisa Cunningham - 14/08/2007

Interesting point Alex, but near on impossible not to expose children to mass consumerism. Surely it's more realistic to educate children about what is important, so they can survive in the real world, ie that of mass consumerism.