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Kindermarketing für ungesunde Lebensmittel

Marketing of unhealthy food products to children

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Zusammenfassung

Hintergrund

Kindermarketing, insbesondere Werbung für ungesunde Lebensmittel in Fernsehen und Internet, ist ein wesentlicher Faktor für ungesunde Ernährungsgewohnheiten und ernährungsbedingte Erkrankungen bei Kindern. In Deutschland ist das Kindermarketing für ungesunde Lebensmittel nahezu unreguliert.

Ziel der Arbeit

Der Beitrag fasst kompakt die Problematik des Kindermarketings für ungesunde Lebensmittel anhand einiger wesentlicher Charakteristika zusammen und verdeutlicht dessen Ausmaß in Deutschland anhand aktueller Befunde.

Material und Methoden

Wesentliche Befunde zur Thematik werden wiedergegeben und deren Aussagen zur kompakten Darstellung des Themas aggregiert.

Ergebnisse

Kindermarketing für ungesunde Lebensmittel hat sich zu einem systematischen Faktor in Hocheinkommensländern entwickelt. Die Vermarktungsmethoden nutzen Charakteristika kindlicher Entwicklungsstadien aus, etwa durch stark emotionale Ansprachen, die Nutzung von „promotional characters“ in der Werbung oder Sammelaktionen. Kinder sehen in Deutschland aktuell täglich ca. 15 Werbungen für ungesunde Lebensmittel in Fernsehen und Internet.

Schlussfolgerung

Kindermarketing für ungesunde Lebensmittel führt zu ungesunden Ernährungsweisen, schlechtem Ernährungswissen und trägt zur Adipositas im Kindesalter bei. Es ist daher wichtig, eine effektive Regulierung in Deutschland zu implementieren, die Kindermarketing für ungesunde Lebensmittel v. a. in Fernsehen und Internet verbietet.

Abstract

Background

Marketing unhealthy foods to children, especially via advertising on television is regarded as a causal factor for unhealthy dietary habits and diet-associated diseases among children. In Germany marketing to children is practically unrestricted by law.

Objective

This article summarizes the problem of the marketing of unhealthy foods to children based on some essential characteristics and highlights the extent in Germany based on current findings.

Material and methods

Essential findings on the issue are presented and the significance for a compact presentation of the topic are aggregated.

Results

Marketing of unhealthy foods directed at children has emerged as a systematic factor in high-income countries. Marketing techniques exploit characteristics of child development, e.g. via emotionalized framings, inclusion of promotional characters in the advertising or adding collectable items to the products. In Germany children are daily exposed to ca. 15 advertisements for unhealthy foods on TV and the Internet.

Conclusion

Marketing of unhealthy foods directed at children leads to unhealthy diets, poor nutritional knowledge and contributes to obesity in childhood. Hence it is important to implement an effective regulation on marketing unhealthy food to children in Germany, especially on television and the Internet.

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Abb. 1

Notes

  1. Abrufbar im Internet zum Beispiel auf der Webseite von UNICEF unter https://www.unicef.org/child-rights-convention/convention-text; zugegriffen am 01.11.2021.

  2. In den USA kam es je nach Bevölkerungsgruppe zwischen Mitte der 1990er-Jahre bis Anfang der 2000er Jahre zum deutlichen Anstieg der Adipositasprävalenz bei Kindern [8].

  3. Strategiepapier der WHO im Internet, abrufbar unter https://www.who.int/dietphysicalactivity/strategy/eb11344/strategy_english_web.pdf, zugegriffen am 04.11.2021.

  4. Vgl. hierzu auch Rutledge Pam (2021) „The Fragility of Social Media Fame Means Big Costs for Brands“, Blogartikel im Internet unter https://www.pamelarutledge.com/the-fragility-of-social-media-fame-means-big-costs-for-brands/, abgerufen am 08.11.2021.

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  1. Fakultät für Betriebswirtschaft/Hamburg Business School, Institut für Recht der Wirtschaft, Universität Hamburg, Moorweidenstrasse 18, 20148, Hamburg, Deutschland

    Tobias Effertz

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Effertz, T. Kindermarketing für ungesunde Lebensmittel. Monatsschr Kinderheilkd 170, 133–138 (2022). https://doi.org/10.1007/s00112-021-01404-5

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