Fast food advertisingpromotesfast food products and utilizes numerous aspects to reach out to the public.
Along with automobiles, insurance, retail outlets, and consumer electronics, fast food is among the most heavily advertised sectors of the United States economy; spending over 4.6 billion dollars on advertising in 2012.[1] A 2013Ad Age compilation of the 25 largest U.S. advertisers rankedMcDonald's as the fourth-largest advertiser (spending US$957,000,000 on measurable advertisements in 2012) andSubway as the nineteenth largest (US$516,000,000).[2]
Fast food advertising campaigns have changed their intent over time. After hearing years of criticism of a fast food diet's harmful effects, many modern campaigns stress the availability of healthy options. The rise in awareness of proper nutrition andobesity has decreased the income of these establishments, and their marketing campaigns attempt to rectify this.[3]
Fast food restaurants often aim some of their advertising directly at the youth population.[4] Around $1 billion is annually spent on advertising targeted at youth-oriented media, primarily television, in the United States. Some estimates indicate that for every $1 the WHO dedicates to promoting healthy nutrition, the food industry spends $500.[5]McDonald'sHappy Meals, which include a toy often tied in with a newly released family film, is a significant example.Ronald McDonald, aclownadvertising mascot introduced in 1963 and designed to appeal to young children, is another. In addition, in 1987 McDonald's incorporated a Play Place in their restaurants to furtheradvertise to children, making their restaurants a more appealing environment for children. Additionally, from 1996 to 2006,Disney was an exclusive partner with McDonald's, linking their products together. They announced the end of this deal in May 2006, with some reports saying that Disney was worried aboutchildhood obesity.[6][7] Other than Disney, McDonald's has also been partnered with Nintendo since 1985, when theNintendo Entertainment System was first introduced.[8] In 1987, McDonald's also created a Nintendo play land in their restaurants where kids could play on Nintendo consoles while waiting for their food. During 2007, McDonald's began to provideWiFi from the Nintendo consoles; giving children the ability to play wherever they were.[8] With also a target audience of children releasing these new films and incorporating toys, it uses the kids to reach out to their parents pockets because of their large investment.
Other chains, such asCarl's Jr. andBurger King (seeBurger King advertising), have directed advertising towards a different demographic – young teenage and college-age men – with trendy, often sexualized, imagery and messages that target men's supposed desire for large, meat-filled burgers and rich, satisfying food. For example, in 2005,Carl's Jr. debuted a controversial ad featuring a bikini-cladParis Hilton writhing sensuously on an expensiveBentley luxury car while enjoying a large burger. While the ad provoked outrage from a number of groups, Carl's Jr. sales grew substantially.[9][8]
One of the main areas where fast food companies face regulation is theadvertising of "junk food" to children. In theUnited Kingdom, the Children's Food Bill is intended to highly regulate the advertising of such food aimed at children.[10] Many other countries are looking to introduce strict limitations on fast food advertising as well. Negotiations between theFood Standards Agency (FSA) and fast food companies were initiated in a collective effort to improve children's diets, thoughBurger King withdrew from the discussions.[11]
Some organizations have called for thewatershed to apply to various unhealthy foods, including fast foods. In June 2006, the FSA called for laws preventing such food from being advertised on television before 9pm. They also called for the disassociation of television and film characters from fast food and stoppingcelebrities from appearing in such advertisements.[12] The effect of these campaigns is often denied by the fast food companies and the television networks that carry their advertisements.[13] Some networks have also claimed that tighter regulations would reduce advertising income and that would reduce the quality of children's programming.[14] InSweden, all advertising aimed at the under-12s is banned, including fast food adverts.
Faced with restricted television, radio and print regulation, many fast food companies have started making use ofInternet advertising to reach their customers.[15]
On June 3, 2004KFC withdrewAmerican television commercials claiming that "fried chicken can, in fact, be part of a healthy diet" after reaching a settlement with theFederal Trade Commission.[16]
Advertising authorities regularly receive complaints about fast food advertisements, with members of the public usually claiming that the wording is misleading. Not every complaint is upheld. Between September 11, 2002, and March 24, 2004, theAdvertising Standards Authority (ASA) in the UK investigated complaints about six McDonald's advertisements, with only two of them being upheld. The ASA used one of the upheld complaints as a case study.[17]
In 2006 theEuropean Union passed a new law regarding the labeling of foods - any food with anutritional claim (such as "low fat") must also highlight that it is high in something else (such as "high salt") if that is the case. While fast food is often not given a traditional label, this may affect advertising.[18]
In November 2006, the Office of Communications (Ofcom) announced that it would ban television advertisements for junk food before, during, and after television programming aimed at under-16s in the United Kingdom.[19] This move has been criticized on both ends of the scale; while theFood and Drink Federation labelled the ban "over the top", others have said the restrictions do not go far enough (particularly becausesoap operas would be exempt from the ban).[20] On 1 April 2007, junk food advertisements were banned from programs aimed at four to nine-year-olds.[21] Such advertisements broadcast during programs "aimed at, or which would appeal to," ten- to fifteen-year-olds will continue to be phased out over the coming months,[22] with a full ban coming into effect on January 1, 2009.[21]
In 2019, theMayor of London,Sadiq Khan, introduced restrictions on advertising of unhealthy food and drinks across theTransport for London network. A study estimated that this led to a 7% reduction in the average weekly household purchase of foods high in fat, salt, and sugar. The largest reductions were seen in the sales of chocolate and sweets. There was no change in purchases of foods not classified as being high in fat, salt, and sugar.[23][24]
Several international fast food companies havesponsored sporting events, teams and leagues. McDonald's is one of the largest sponsors, having affiliations with theNHL,Olympic Games, and theFIFA World Cup.[25]
Some fast food companies sponsor television programs.Domino's Pizza have sponsoredSky One's screenings ofThe Simpsons in the UK for many years (But reported because of new regulation on advertising that the deal may end). In 2005, Pizza Hut sponsored the same program when it was shown onChannel 4 – the Sky/Domino's deal continued.
Fast food companies were major sponsors of theSaturday morning cartoons in the United States, where they advertised their children's meals. Fast food ads often portrayed snacks as enjoyable and depicted them with vibrant colors and animated characters, which appealed especially to children.[26] When McDonald's and Disney partnered, promotions of McDonald's meals were highly viewed by the youth population. This persuasion for children increased youth obesity and improper nutrition throughout the world.[citation needed] The withdrawal of Disney from their partnership with McDonald's was executed and since the two companies have not collaborated.
