Context: The IOM released an expert committee report in 2005 that assessed the nature, extent, and
influence of food and beverage marketing...
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Context: The IOM released an expert committee report in 2005 that assessed the nature, extent, and
influence of food and beverage marketing practices on the diets and health of American children and
adolescents. The report concluded that prevailing marketing practices did not support a healthful
diet and offered recommendations for diverse stakeholders to promote a healthful diet. The
investigators evaluated progress made by food, beverage, and restaurant companies; trade
associations; entertainment companies; and the media to achieve the IOM report recommendations
over 5 years.
Evidence acquisition: A literature review was conducted of electronic databases and relevant
government, industry, and media websites between December 1, 2005, and January 31, 2011.
Evidence selection was guided by the IOM LEAD principles (i.e., locate, evaluate, and assemble
evidence to inform decisions) and f?ve qualitative-research criteria, and it was validated by data
and investigator triangulation. The investigators selected and categorized 117 data sources into
two evidence tables used to evaluate industry progress (i.e., no, limited, moderate, and
extensive).
Evidence synthesis: Food and beverage companies made moderate progress; however, limited
progress was made by other industry subsectors. Industry stakeholders used integrated marketing
communications (IMC) to promote primarily unhealthy products, which threaten children’s and
adolescents’ health and miss opportunities to promote a healthy eating environment.
Conclusions: Diverse industry stakeholders have several untapped opportunities to advance progress
by promoting IMC to support a healthful diet; substantially strengthening self-regulatory
programs; supporting truthful and non-misleading product labeling and health claims; engaging in
partnerships; and funding independent evaluations of collective efforts.
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