Sugary drink ads target black and Latino children and teens

Wednesday, December 28, 2011 by: Tara Green
Tags: sugary drinks, Latino, children

eTrust Pro Certified

Delicious Pin It
(NaturalNews) A report released by the Yale Rudd Center for Food Policy and Obesity finds that soft drink companies target black and Latino teens with ads for sugary drinks. The beverages identified by the Center as least healthy are also those most heavily promoted to children of color, researchers found.

Targeting teens and children of color

Targeted advertising results in black children and teens viewing 80 to 90 percent more soft drink ads compared with white youth. Between 2008 and 2010, the report states, "Hispanic children saw 49% more ads and teens saw 99% more ads on Spanish-language TV for sugary drinks and energy drinks."

Black children and teens were targeted with ads featuring black musicians, athletes and other celebrities. For example, in one television ad for Vitamin Water, rapper 50 Cent boasts of becoming "stankin rich" after creating his own flavor of the beverage. Thirty-eight percent of Gatorade TV ads featured only famous black athletes. The Rudd Center report found that some brands disproportionately target black teens. Black teenagers view two-and-a-half times as many ads as their white peers for Vitamin Water, Sprite, Sunny D, 5-hour Energy, and Mountain Dew.

Methods of reaching youth in Latino households include using Spanish-language broadcast outlets with ads featuring Hispanic celebrities or emphasizing soccer. Coca-Cola has stated publicly it will not advertise in TV, radio and print programming aimed at children younger than twelve. Yet Coca-Cola Classic accounted for 39% of all sugary drink and energy drink ads on Spanish-language TV. Coca-Cola was the most frequent sugary drink brand advertised to teens on Spanish-language radio. One Coca-Cola Spanish-language ad featured a mother "rewarding" her son for studying with a Coca-Cola Classic.

Hidden advertising

The report points out that the culturally targeted advertising takes place online as well as in broadcast ads. Eighty-two percent of the pages at focus on black athletes. The Spanish version of Kool-Aid's website emphasizes family activities and promotes Kool-Aid as more affordable, less sugary choice for parents to serve their children instead of soda.

Although children and teens of color are bombarded by culturally specific advertising, all youth are subject to an ongoing stealth marketing campaign by soft drink advertisers. Children and teens often receive marketing messages in forms difficult for their parents to monitor. Kelly Brownell, director of the Rudd Center, wrote in an article for The Atlantic that "Companies have shifted from traditional media such as television ads to newer forms that engage youth, often without their parents awareness. This is done through rewards for purchasing sugary drinks, community events, cause-related marketing, promotions, product placements, social media, and smartphones."


Brownell also points to the misleading ways in which sugary drinks are packaged: "Fruit-drink packages, for instance, typically have pictures of real fruit, even though these drinks contain no more than 5 percent real fruit juice. Many parents and children are unaware that fruit drinks can be just as high in calories and added sugar as soda." Also, as Brownell writes, "More than half of all sugary drinks and energy drinks boast of having positive ingredients on their packages. Sixty-four percent feature "all-natural" or "real" ingredients, sometimes "real" sugar. Parents may see these as healthier products than they are."

The usual industry apologist statements followed the recent Rudd Center report. The American Beverage Association released a statement defending beverage marketing practices and denying that soft drinks are a major cause of obesity.

NaturalNews has reported previously on the strong link between soft drinks and childhood obesity epidemic. Soft drinks have also been shown to cause a host of other health problems, including tooth decay, pancreatic cancer and gout. In addition to the health dangers of toxic chemical sweeteners such as high fructose corn syrup or aspartame, many fruit-flavored beverages also contain flame retardant ( These beverages are not healthy for any age group, particularly not children who are establishing patterns of health or illness which will affect them for the rest of their lives.


Get breaking news alerts on GMOs, fluoride, superfoods, natural cures and more...
Join over four million monthly readers. Email privacy 100% protected. Unsubscribe at any time.

Have comments on this article? Post them here:

comments powered by Disqus

Take Action: Support

Email this article to a friend

Permalink to this article:

Reprinting this article: Non-commercial use OK, cite with clickable link.

Embed article link: (copy HTML code below):
Most Popular
Today | Week | Month | Year

See all Top Headlines...


Now Available at

O3 Essentials OraJuvenate™
A powerful, cleansing dental cream for maximum oral/dental health.
New Cancer Solutions
Over 3 hours of content covering today’s best cancer tests, how to kill cancer cells and the best diets and exercise routines.
Freeze-Dried 100% Organic Whole Corn
Our freeze-drying method preserves taste, texture and nutrients better than any other food preservation method ever invented.
Fenix TK35 Flashlight
Tough, waterproof, extremely bright and it’s touted to throw an 800+ lumen beam more than 1,000 feet into the night.
Inca Treasure Smoothie Pack
This pack of our four most popular superfoods from South America is the perfect combo pack for smoothie lovers.
Pink Himalayan Salt
This salt delivers significant levels of magnesium, zinc and selenium, with trace levels of dozens of other elements.
Pinhole Glasses - Aviator Style
Pinhole glasses are becoming famous for helping people improve their vision without the risks of laser surgery.
Oxy-Rich Facial Serum
O3 Essentials Jojoba Oxy-Rich Facial Serum is cellular nourishment for your skin. Helps smooth fine lines while enhancing tissue elasticity.
Freeze-Dried 100% Blackberry Halves
Our freeze-dried blackberry halves are grown in Serbia under strict organic standards.

Also on NaturalNews:

Health Ranger Videos
Activist music
CounterThink Cartoons
Food documentaries
FREE Special Reports
Colloidal Silver

Advertise with NaturalNews...

Support NaturalNews Sponsors:

Advertise with NaturalNews...

Most Popular Stories

Flu shot kills 19-year-old, but vaccine industry still has total immunity against lawsuits
Here's a nutty fact: Eating more tree nuts lowers the risk of all-cause death by up to 20 percent
Six important facts you're not being told about lost Malaysia Airlines Flight 370
Malaysia Airlines Flight 370 now clearly a government cover-up: All evidence contradicts official story
10 other companies that use the same Subway yoga mat chemical in their buns
BLM fracking racket exposed! Armed siege and cattle theft from Bundy ranch really about fracking leases
High-dose vitamin C injections shown to annihilate cancer
U.S. treating meat with ammonia, bleach and antibiotics to kill the '24-hour sickness'
USDA to allow U.S. to be overrun with contaminated chicken from China
Vaccine fraud exposed: Measles and mumps making a huge comeback because vaccines are designed to fail, say Merck virologists
Battle for humanity nearly lost: global food supply deliberately engineered to end life, not nourish it
Diet soda, aspartame linked to premature deaths in women

25 Amazing Facts About Food

This FREE downloadable report unveils a collection of astonishing and little-known facts about the food we eat very day. Click here to read it now...


Resveratrol and its Effects on Human Health and Longevity - Myth or Miracle.

Unlock the secrets of cellular health with the "miracle" nutrient Resveratrol Click here to read it now...


Nutrition Can Save America

FREE online report shows how we can save America through a nutrition health care revolution. "Eating healthy is patriotic!" Click here to read it now...

The Healing Power of Sunlight and Vitamin D

In this exclusive interview, Dr. Michael Holick reveals fascinating facts on how vitamin D is created and used in the human body to ward off chronic diseases like cancer, osteoporosis, mental disorders and more. Click here to read it now...

Vaccines: Get the Full Story

The International Medical Council on Vaccination has released, exclusively through, a groundbreaking document containing the signatures of physicians, brain surgeons and professors, all of which have signed on to a document stating that vaccines pose a significant risk of harm to the health of children. Click here to read it now...

Health Ranger Storable Organics

GMO-free, chemical-free foods and superfoods for long-term storage and preparedness. See selection at

Recommended Resources On:

Natural News trends
Health Ranger news
Natural News GMOs
Mike Adams tracker
Natural News photos
Natural News Global
Natural News in focus
Natural News connect
Natural News shocking stories
Natural News radar
Health freedom
Dr. Paul Offit

This site is part of the Natural News Network © 2014 All Rights Reserved. Privacy | Terms All content posted on this site is commentary or opinion and is protected under Free Speech. Truth Publishing International, LTD. is not responsible for content written by contributing authors. The information on this site is provided for educational and entertainment purposes only. It is not intended as a substitute for professional advice of any kind. Truth Publishing assumes no responsibility for the use or misuse of this material. Your use of this website indicates your agreement to these terms and those published here. All trademarks, registered trademarks and servicemarks mentioned on this site are the property of their respective owners.

eTrust Pro Certified Android app on Google Play

Sign up for the FREE Natural News Email Newsletter

Receive breaking news on GMOs, vaccines, fluoride, radiation protection, natural cures, food safety alerts and interviews with the world's top experts on natural health and more.

Join over 7 million monthly readers of, the internet's No. 1 natural health news site. (Source:

Your email address *

Please enter the code you see above*

No Thanks

Already have it and love it!

Natural News supports and helps fund these organizations:

* Required. Once you click submit, we will send you an email asking you to confirm your free registration. Your privacy is assured and your information is kept confidential. You may unsubscribe at anytime.