Child-Directed Marketing on Product Packages of Sweet Snacks, Cereals, and Yogurts: Content Analysis and Association With Nutrition Quality
Objective: We assessed the association between child-directed marketing on product packages and the nutrition quality of children’s foods offered by companies in the US Children’s Food and Beverage Advertising Initiative (CFBAI) industry self-regulatory program.
Methods: Cross-sectional content analysis of children’s sweet snacks (n = 118), cereals (n = 109), and yogurts (n = 37) found in 2 US supermarkets in Connecticut, May through August 2021. We determined the number of child-directed promotions and other marketing features per package, as well as the nutrition quality of products according to the CFBAI program nutrition criteria and independent nutrition profile index score.
Results: Products with unhealthy Nutrition Profiling Index scores had significantly more child-directed features (e.g., cartoon images, brand characters, cause-related promotions, games) (mean = 4.0; 95% confidence interval, 3.6−4.3) than healthy products (2.9; 95% confidence interval, 2.3−3.6). Products not meeting CFBAI nutrition criteria for products that may be advertised to children averaged 3.4 child-directed features.
Conclusion and Implications: Child-directed marketing features were prevalent on product packaging, including among products that do not meet companies’ own nutrition criteria for healthier choices for children. These findings support strengthening CFBAI guidelines and/or considering government regulations to limit child-directed marketing of less healthy products on packaging.
Full Citation: Jensen, M. L., Fleming-Milici, F., & Harris, J. L. (2026). Child-directed marketing on product packages of sweet snacks, cereals, and yogurts: Content analysis and association with Nutrition Quality. Journal of Nutrition Education and Behavior. https://doi.org/10.1016/j.jneb.2026.04.018