Study Finds Coca-Cola targets Black and Hispanic children
11/7/2011, 10:30 a.m.
A new study has found that Coca-Cola targets Black and Hispanic children and teens with their ads for their sugar-filled sodas, energy drinks and other beverages. The study, conducted by the Yale University Rudd Center for Food Policy and Obesity, found that Black children and teens saw 80 to 90 percent more ads than whites, with Hispanic children watching 99 percent more ads than whites. The large percentages were attributed to the inclusion of online advertisements along with traditional media. The researchers studied 14 companies and evaluated 600 products and their nutritional contents.
Jennifer Harris, lead researcher and director of marketing initiatives at the Rudd Center, said, "We are not seeing a true decrease in marketing exposure. Instead, companies have shifted from traditional media to newer forms that engage youth through rewards for purchasing sugary drinks, community events, cause-related marketing, promotions, product placements, social media and smart phones."