Sugai-coaling

Science
How the Food Industry Misleads Consumers on Sugar
Deboiah BaiIin
Gielchen GoIdman
PaIIavi PhailiyaI
May 2u!4
2 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis
Whelhei oi nol you beIieve lhal ucLy Chaims
ceieaI is magicaIIy deIicious, lhal Iife lasles good
vhen you diinL a CoLe, oi lhal lheies a Iol of joy
in Chis Ahoy, lhe odds aie good lhal you have
heaid lhese and olhei adveilising sIogans foi
sugaiy foods and diinLs.
Front cover photo: Flickr/D.H. Parks
BiIIions of doIIais aie senl annuaIIy by food and beveiage
manufacluieis aIong vilh indusliy-suoiled oiganizalions
such as liade associalions, fionl gious, and ubIic ieIalions
(PR) ims (heieaflei sugai inleiesls) on emolionaI aeaIs
such as lhese. Such ads inseil lhe biands and ioducls inlo
oui eveiyday Iives, infuse oui syches vilh manufacluied
ciavings foi lhem, and shae lhe comIex ieIalionshi ve
have vilh food.
Evading Science, Engineering Opinion
WhiIe il shouId be no suiiise lo consumeis lhal cooLies and
soda conlain added sugai, food comanies aIso engineei lhe
image of many foods lo aeai heaIlhiei lhan lhey acluaIIy
aie. Many unIiLeIy ioducls conlain suiiising amounls of
added sugai. 1hese foods incIude bieads, ciacLeis, asla
sauces, saIad diessings, yoguils, and a vide vaiiely of olhei
iocessed foods. Yoguil, foi examIe, has nuliilionaI benels,
and GeneiaI MiIIs vanls us lo eal ils biand YoIail because
il lasles SO good (YoIail 2u!4). Hovevei, vhelhei ve
choose lhe heaIlhy-sounding BIacLbeiiy Haivesl avoi oi
lhe moie desseil-lhemed Boslon Cieam Pie, YoIail OiiginaI
yoguil conlains 26 giams of sugai ei seivingmoie lhan
six leasoons of sugai, vhich suiasses lhe Ameiican Heail
Associalions iecommendalions foi a vomans lolaI daiIy
consumlion. YoIail ighl conlains !u giams of sugai ei
9u-caIoiie seiving, sliII a Iol of sugai-Iaden caIoiies foi a
ioducl maiLeled foi ils heaIlhfuIness.
Scienlic ieseaich shovs lhal lhe oveiconsumlion
of added sugai in oui dielsnol jusl lhe acluaI caIoiies bul
lhe sugai ilseIfhas seiious consequences foi oui heaIlh.
Added sugaisvhelhei fiom coin syiu, sugai cane, oi sugai
beelsaie a souice of haimfuI caIoiies lhal disIace caIoiies
fiom olhei, moie nuliilious foods, eseciaIIy al lhe IeveI
lhese sugais aie consumed by mosl Ameiicans (OCaIIaghan
2u!4; HeIImich 2u!2). As discussed in oui foilhcoming
ieoil Added Sugar, Subtracted Science: How Industry
Obscures Science and Undermines Public Health Policy on
Sugar, scienlic evidence incieasingIy conims a ieIalionshi
belveen sugai consumlion and a iise in lhe incidence of
chionic melaboIic diseasesobesily, diabeles, caidiovascuIai
disease, high liigIyceiides, and hyeilension (Basu el aI. 2u!8;
uslig, Schmidl, and Biindis 2u!2; 1ay 2u!2; Slanhoe el aI.
2u!!; 1ohnson el aI. 2uu7; 1acobson 2uu$). AIso, nev ieseaich
suggesls lhal a highei eicenlage of caIoiies fiom sugai is
associaled vilh an incieased iisL of heail disease, indeendenl
of lhe IinL belveen sugai and obesily (Yang el aI. 2u!4).
1his scienlic evidence has Ied seveiaI scienlic
and goveinmenlaI bodies, incIuding lhe WoiId HeaIlh
Oiganizalion, lhe Ameiican Heail Associalion, lhe U.S.
Deailmenl of HeaIlh and Human Seivices, and lhe U.S.
Deailmenl of AgiicuIluie, lo iecommend sugai inlaLe
Iimils fai beIov lyicaI Ameiican consumlion IeveIs. In
Maich 2u!4, lhe WoiId HeaIlh Oiganizalion ioosed nev
diafl guideIines lhal iecommend, as did lhe oiganizalions
2uu2 guideIines, lhal sugai shouId nol exceed !u eicenl
of a eisons lolaI eneigy inlaLe ei day (vhich amounls
lo a maximum of $u giams ei day oi !2 leasoons foi a
2uuu-caIoiie diel). 1he 2u!4 guideIines fuilhei suggesl lhal
a ieduclion of sugai lo beIov $ eicenl of lhe lolaI caIoiie
inlaLe ei daylhal is, six leasoonsvouId have addilionaI
benels, eseciaIIy in sIoving loolh decay, vhich is nov
gIobaIIy ievaIenl (WHO 2u!4).
Yel desile lhe exislence of a gieal deaI of scienlic
evidence IinLing excessive sugai inlaLe lo a iange of heaIlh
iobIems, and desile lhese science-based iecommendalions
by iominenl nalionaI and inleinalionaI oiganizalions,
Ameiicans have conlinued lo consume high IeveIs of added
sugai. One facloi lhal has Lel oui sugai consumlion so
high is lhe decelive and exIoilalive maiLeling slialegies of
indusliy sugai inleiesls. 1hiough adveilising, maiLeling, and
8 Sugar-coating Science 8
PR, sugai inleiesls inuence ubIic oinion and consumei
behavioi al lhe cosl of scienlic evidence.
1heii laclics liiggei sychoIogicaI, behavioiaI, sociaI, and
cuIluiaI iesonses lhal disliacl and maniuIale consumeis
and diveil lheii allenlion avay fiom science-based heaIlh
and nuliilion infoimalion. Some comanies have engaged in
bIalanlIy faIse adveilising, and majoi indusliy liade gious
have nanced sohislicaled PR camaigns lhal emhasize
consumei fieedom bul faciIeIy oveiIooL lhe inuence of sugai
inleiesls in shaing consumeis eicelions of avaiIabIe food
choices. 1he indusliy aIso laigels chiIdien, vomen, minoiilies,
and Iov-income ouIalionsslialegic foi lhe indusliy, bul
a iobIem foi ubIic heaIlh. ChiIdien aie unabIe lo iecognize
eisuasive inlenl lhe vay aduIls do, vomen aie exIoiled
as lhe iimaiy food decision maLeis in mosl famiIies, and
minoiilies and Iov-income gious in lhe Uniled Slales have
disiooilionaleIy high obesily iales diiven by sugai inleiesls
concein foi lheii iols ialhei lhan foi ubIic heaIlh.
1ogelhei, sugai inleiesls aclions inleifeie vilh hov
lhe ubIic iesonds lo scienlic infoimalion aboul added
sugai, disloils oui undeislanding of oui food choices, and
conliibules lo oui conlinued high consumlion of foods
vilh added sugai.
Leveraging a Multi-Billion Dollar Message
1he food indusliy sends biIIions of doIIais annuaIIy lo
eisuade Ameiicans lo eal and diinL moie sugaiy foods
and beveiages. 1he !u Iaigesl food and beveiage ioducing
comanies in lhe Uniled Slales, aie iesonsibIe foi seIIing
a majoiily of lhe sugaiy ioducls consumed by Ameiicans.
Accoiding lo ianLings by lhe adveilising indusliy, lhese
!u majoi food and beveiage comanies (see iguie !), vhose
famiIiai megabiands aie sugai-heavy, aIso ianL among lhe
lo !uu comanies of aII Linds foi adveilising doIIais senl in
lhe Uniled Slales in 2u!2. U.S. ad sending foi lhe !u majoi food
FIGURE 1. U.S. ood Indusliy Adveilising Sending, 2u!2
These 10 food and beverage companies with high-sugar megabrands together spent more than $6.9 billion in U.S. advertising in 2012. With
this tremendous spending, companies are able to efectively mislead consumers and persuade them to consume foods and beverages contain-
ing excessive added sugar.
SOURCE: ADVERTISING AGE 2014.
0 200 400 600 800 1000 1200
0 200 400 600 800 1,000 1,200
U.S. Dollars in Millions
4 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis 4
comanies in 2u!2 vas moie lhan $6.9 biIIion (Adveilising
Age 2u!4).
1he megabiands fiom lhese !u comanies lhal dominal-
ed ad sending in 2u!2 incIuded ioducls lhal aie obviousIy
high in sugai as veII as ioducls lhal aie nol noliceabIy sveel
bul lhal conlain high IeveIs of sugai and vhose acLaging and
iomolion maLe lhem aeai heaIlhiei lhan lhey acluaIIy
aie (Adveilising Age 2u!4). Among aII megabiand ioducls,
adveilising on soda, a ioducl obviousIy high in sugai, vas lhe
highesl. oi examIe, PesiCo ovns dozens of biands, bul lhe
comany senl $274 miIIion of ils $!.! biIIion in adveilising
on lhe Pesi megabiand (Adveilising Age 2u!4). Olhei high-
sugai megabiand beveiages vilh high adveilising sending
veie Coca-CoIa ($248.4 miIIion), Galoiade ($!u!.4 miIIion),
Di. Peei ($9$.8 miIIion), and Mounlain Dev ($44.2 miI-
Iion). Ad sending foi sugai-sveelened megabiand beveiages
fiom aII !u comanies, incIuding soda, fiuil diinLs, and soils
diinLs, vas moie lhan $! biIIion (iguie 2).
Adveilising on sugaiy ceieaIsa majoi ioducl calegoiy
laigeled al chiIdienvas aIso high. ood comanies senl
FIGURE 2. U.S. Adveilising Sending on Sugai-Sveelened Beveiages, 2u!2
0
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Companies spent more than $1 billion promoting sugar-sweetened beverages in the United States in 2012. Megabrands from PepsiCo and
Coca-Cola dominated. Sugar-sweetened beverages are a major source of added sugar for many Americans.
SOURCE: ADVERTISING AGE 2014.
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some $678 miIIion in adveilising lhese ioducls. Megabiand
ceieaIs incIuded GeneiaI MiIIs Cheeiios ($!66.8 miIIion),
ucLy Chaims ($!$.4 miIIion), and 1iix ($!4 miIIion); as
veII as KeIIoggs SeciaI K ($!4!.2 miIIion), Mini Wheals
($67.! miIIion), iosled IaLes ($49.8 miIIion), and iool
oos ($!2.6 miIIion).
AIongside ioducls vilh obviousIy high sugai conlenl,
many seemingIy heaIlhy megabiand ioduclsbieads, baLed
goods, snacLs, yoguils, saIad diessings, and iocessed foods
aIso accounl foi a Iaige eicenlage of adveilising and oflen
conlain hidden sugais. GeneiaI MiIIs, foi examIe, senl
$!!2.2 miIIion on YoIail yoguils and $!!8.8 miIIion on PiIIs-
buiy ioducls, incIuding lhe famous PiIIsbuiy iefiigeialed
biscuils, mosl vaiielies of vhich conlain foui giams (aboul
one leasoon) of sugai ei biscuil.
1olaI adveilising exendiluies foi megabiand ioducls
lhal consumeis oflen eiceive as heaIlhy veie highesl
foi ceieaIs. 1hese ceieaIse.g., Cheeiios, Mini Wheals,
SeciaI Koiiginaled as Iov-sugai ioducls, bul many of
lheii nevei avois aie veiy high in sugai (see 1abIe !).
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$ Sugar-coating Science $
OiiginaI Cheeiios, foi examIe, conlains onIy one giam of
sugai ei seiving, bul MuIli Giain Cheeiios DaiL ChocoIale
Ciunch conlains nine giams ei seiving and lhe heaIlhy-
sounding AIe Cinnamon Cheeiios conlains !u (GeneiaI
MiIIs 2u!4a; GeneiaI MiIIs 2u!4b). Cheeiios and SeciaI Ks
nevei, high-sugai sibIings benel fiom biand iecognilion and
consumeis eicelions of lhe heaIlhfuIness of lhe oiiginaIs.
Sugar Interests Tactics: Targeting Cultural
Values Through False Advertising and Front
Groups
TABLE 1. Sugai Conlenl Comaiison foi PouIai
CeieaI Biands
High-sugar cereals often hide behind healthier versions of the same
brand name. Sugary cereals benet from consumers perceptions of
the healthfulness of the originals. Some brands add up to 10 times the
amount of sugar contained in the original.
Cheerios
1 gram
of sugar
Special K
4 grams
of sugar
Kashi
7 Whole
Grain
Honey Puffs
6 grams
of sugar
Apple
Cinnamon
Cheerios
10 grams
of sugar
Corn Flakes
3 grams
of sugar
Frosted
Flakes
11 grams
of sugar
Special K
Chocolatey
Delight
9 grams
of sugar
Kashi
GoLean
Crisp!
11 grams
of sugar
Rice Chex
2 grams
of sugar
Honey Nut
Chex
9 grams
of sugar
Low Sugar High Sugar
Sugai inleiesls PR camaigns, adveilising, and maiLeling
aie eeclive al sieading misinfoimalion because lhey
cailaIize on oveifuI cuIluiaI vaIues and disloil lhe ubIics
undeislanding of ils food choices, incIuding lhe choices made
by heaIlh-conscious consumeis. Oflen lhe food enviionmenls
in vhich Ameiicans Iive aie Iimiled in lhe avaiIabiIily and
accessibiIily of foods vilh Iov oi no added sugai. WhiIe
sueimaiLels abound vilh lhe aeaiance of ioducl vaiiely,
many of lhese ioducls aie high in sugai bul maiLeled lo
obscuie lheii sugai conlenl. Sugai inleiesls faIseIy cIaim
lhal ioduclsbolh lhose obviousIy high in sugai and lhose
vilh hidden sugaiaie heaIlhy, vhen scienlic ieseaich
has shovn lhal lhey aie nol. Sugai inleiesls aeaI lo
consumeis cuIluiaI vaIues lhiough gesluies of hiIanlhioic
goodviII (CSPI 2u!8a) and endoisemenls fiom alhIeles and
ceIebiilies (Bachman 2u!8), and lhey misIeadingIy connecl
lheii ioducls lo consumeis idenlilies as aliiolic Ameiicans
vho vaIue fiee choice in seIecling lheii foods. Yel, given lhe
engineeied Iandscae mosl Ameiicans enlei vhen lhey vaIL
lhiough lhe gioceiy sloies doois, choosing foods Iov in sugai
is nol as easy as il shouId be.
FALSE AND MISLEADING ADVERTISING BY
COMPANIES THEMSELVES
Some food and beveiage comanies aie facing chaiges of faIse
adveilising foi maLing nuliilion and heaIlh cIaims aboul lheii
sugaiy ioducls lhal aie nol bacLed by science. Such cases
can be dicuIl lo iosecule because Iainlis musl iove in-
lenl lo deceive. In lhe case of sugaiy foods and beveiages, lhe
decelion oflen invoIves lhe cIevei maniuIalion of leims,
many of vhich IacL IegaI denilions. 1he lobacco indusliy
once used leims such as Iighl, miId, and Iov on acLag-
ing lo maLe ils ioducls aeai heaIlhiei bul have iecenlIy
been IegaIIy iohibiled fiom doing so (DA 2u!8). Nov sugai
inleiesls aie ghling simiIai ballIes ovei vhelhei lheii leimi-
noIogy, incIuding heaIlhy, naluiaI, naluiaIIy sveelened,
and even IighlIy sveelened, is decelive lo consumeis.
6 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis
SUGAR INTERESTS MISINFORMATION
Sugar Information Inc. was the precursor to the Sugar Association, a trade organization that today promotes consumption of sugar. This ad appeared in 1960.
Although it contains some factual information (e.g., humans are born with an innate attraction to sweet tastes), it also contains misinformation (e.g., no other
food satises your appetite so fast). The statement, published in the interest of better nutrition, misleads consumers about the motivations of the organization,
and suggests that added sugar is good for our health.
7 Sugar-coating Science 7
In 2uu9, lhe Cenlei foi Science in lhe PubIic Inleiesl
(CSPI), a noniol lhal advocales foi science-based nulii-
lion and heaIlh oIicies, Ied a Iavsuil againsl Coca-CoIa
foi misieiesenling lhe nuliilionaI and heaIlh quaIilies of
ils Vilaminvalei Iine of enhanced valeis (CSPI 2uu9).
Coca-CoIas cIaims aboul Vilaminvalei veie unsuoiled
by science in al Ieasl lhiee dieienl vays: faIse cIaims aboul
lhe ingiedienls in lhe ioducl, faIse cIaims aboul lhe immedi-
ale hysicaI eecls of lhe ioducl, and faIse cIaims aboul lhe
Iong-leim heaIlh eecls of lhe ioducl.
Vilaminvalei, vhich has sugai conlenl comaiabIe lo
lhal of soda, vas being maiLeled as a naluiaI and heaIlhy bev-
eiage lhiough lhe use of heaIlh buzzvoids such as defense,
iescue, and eneigy vhose use vas unsubslanlialed by lhe
ioducls ingiedienls. Moieovei, Vilaminvalei avois, such
as enduiance each mango, suggesled lhal lhe ioducl con-
lained a consideiabIe amounl of fiuil juice, vhen il conlained
belveen u and ! eicenl juice. Coca-CoIa vas aIso cIaiming
lhal VilaminWalei ieduced lhe iisL of diseases and imioved
immune syslem funclioningagain, cIaims unsuoiled by
science bul vhich heId high eisuasive vaIue foi consum-
eis seeLing lo Iive a heaIlhy IifeslyIe (CSPI 2uu9). As of May
2u!4, lhe case is sliII in lhe couils, bul in 1uIy 2u!8 a fedeiaI
magisliale iecommended lhal il ioceed as a cIass aclion suil
in vhich Iainlis may sue foi decIaialoiy and injunclive
ieIieflhal is, lo iequiie Coca-CoIa lo slo misieiesenling
lhe ioducllhough nol foi damages (CSPI 2u!8b).
SimiIaiIy, in 2u!!, CSPI Ied suil againsl GeneiaI MiIIs
foi misieiesenling lhe sugai conlenl of ils iuil RoII-Us
fiuil snacLs (CSPI 2u!!). 1he ioducl, vhich fealuies
added sugais as lhiee of ils ve ingiedienls, vas adveilised
as heaIlhy, nuliilious, and made fiom ieaI fiuilcIaims lhal
aie highIy aeaIing lo heaIlh-conscious consumeis. 1he
ioducl in facl has aImosl no nuliilionaI vaIue and can onIy
be undeislood lo conlain fiuil if fiuil means fiuil concen-
liale and sliavbeiiy means eai. Desile lhe cIaim on lhe
fionl of lhe acLage lhal lhe ioducl is made vilh ieaI fiuil,
lhe lo seciel sliavbeiiy avoi conlains eai concenliale
bul no sliavbeiiies and no vhoIe fiuil of any Lind. Undei
iessuie of lhe Iavsuil, GeneiaI MiIIs agieed lo maLe ils
IabeIing foi lhis ioducl moie accuiale (CSPI 2u!2).
TRADE ASSOCIATIONS AND FRONT GROUPS
Sugai inleiesls have liied, lhiough sohislicaled adveilis-
ing and maiLeling slialegies, lo obscuie lhe IinL belveen lhe
consumlion of added sugai and adveise heaIlh consequenc-
es. InleinaI documenls veie iecenlIy ieIeased in a Iavsuil
invoIving lvo majoi liade gious ieiesenling lhe inleiesls
of comanies lhal iol fiom ioducls vilh added sugailhe
Sugai Associalion and lhe Coin Reneis Associalion (CRA)
and lhese documenls ieveaI lhal moie secielive measuies
have been laLen lo inlenlionaIIy misIead lhe ubIic. Bolh of
lhese sugai inleiesls have engaged in laclics incIuding using
scienlisl soLeseisons as hiied guns and emIoying high-
oveied PR ims (SA v. CRA 2u!8).
In 2uu9, lhe CRA aid lhe PR im Beiman and Comany
lo cieale decelive 1V and iinl ads iomoling lhe nalu-
iaIness of high-fiuclose coin syiu. 1he ads veie aimed al
consumeis conceined aboul ealing excess sugai in lhe foim
of high-fiuclose coin syiu, encouiaging lhem lo disbeIieve
infoimalion fiom scienlic exeils lhal ealing sugai in any
foim had negalive heaIlh oulcomes. MaiLel ieseaich ei-
foimed by lhe CRA ahead of lhe camaign had demonslialed
lhal infoimalion fiom exeils is moie oveifuI lhan jusl
having lhe CRA slale lhe facls, and lhe ads veie designed lo
move lhe needIe in a osilive diieclion on oui issue
(SA v. CRA 2u!8). In olhei voids, lhe CRA Lnev lhal lhe
ubIic vaIued infoimalion fiom scienlisls and ubIic heaIlh
exeils moie lhan il did lhe CRAs ovn slalemenls on sugai,
and il vanled lo coiiecl lhal silualion. 1he CRA aid Beiman
and Comany lo cieale ads lhal vouId undeimine consum-
eis liusl in lhe acluaI facls iovided by scienlic and ubIic
heaIlh exeils and inslead accel misinfoimalion, iesenled
as facl, fiom sugai inleiesls (SA v. CRA 2u!8).
1he CRA allemled lo hide ils sonsoishi of lhe ad
camaign by having lhe camaign iun lhiough a noniol
MISLEADING FRUIT ROLL-UPS PACKAGING
General Mills claimed that its strawberry Fruit Roll-Ups were made with real
fruit, but the product is made with no strawberries or whole fruit of any kind.
Although the ingredients and nutrition information are displayed on the side
panel, front-panel messaging misleadingly suggested this product was healthier
than it actually is. As a result of a 2011 lawsuit, the company is now required to
make this products packaging more accurate.
8 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis
caIIed lhe Cenlei foi Consumei ieedom (CC) vilhoul
menlion of Beiman and Comany. 1he CC, founded and iun
by Beiman and Comanys foundei RicL Beiman, is oslensi-
bIy a noniol devoled lo iomoling eisonaI iesonsibiIily
and iolecling consumei choices, bul in ieaIily il funclions
behind lhe scenes lo iomole lhe inleiesls of coioiale
cIienls lhal seeL oul lhe PR seivices of Beiman and Comany
and do nol vish lo be diieclIy associaled vilh ceilain messag-
ing camaigns (Sliom 2u!u).
In lhis case, lhe CRA vanled lo iomole lhe messages
lhal aII added sugais veie naluiaI and lhal lhe quanlilies
lhal Ameiicans shouId eal vas a mallei of consumei fiee-
dommessages conliaiy lo scienlic evidence IinLing sugai
lo melaboIic diseases and lo lhe iecommendalions lo Iimil
sugai inlaLe by majoi ubIic heaIlh oiganizalions. 1he CRAs
lhen-iesidenl Audiae EiicLson vanled lhe ubIic lo Lnov
lhe CRA suoiled lhe camaigns messaging bul nol lhal
lhe CRA vas iesonsibIe foi il. EiicLson slaled in lhe liade
gious inleinaI emaiIs lhal oui sonsoishi of lhis cam-
aign is condenliaI. We aie funding Beiman & Co.
diieclIy, nol lhe Cenlei foi Consumei ieedom, vhich is iun-
ning lhe ads. If asLed, Iease feeI fiee lo slale lhe foIIoving:
1he Coin Reneis Associalion is nol funding lhe Cenlei
foi Consumei ieedom. Il is nol suiiising, hovevei, lhal
lhe food and beveiage indusliy vouId vanl lo defend lhis
highIy veisaliIe ingiedienl (SA v. CRA 2u!8). Pul anolhei
vay, lhe liade associalion vas aying Beiman and Comany
foi an indusliy PR camaign lhal vouId aeai lo lhe ubIic
as an indeendenl slalemenl aboul sugai as a consumei
choice vilhoul discIosing lhal sugai inleiesls veie behind
lhe camaign.
1he CCs consumei choice message is boughl and
aid foi by lhe same food indusliy lhal seeLs lo engineei
oui food Iandscae and encouiages lhe ubIic lo accel lhe
aeaiance of choice ialhei lhan demanding acluaI choice.
Accoiding lo CC messaging on sugai, aIlhough Ameiicans
Iive in an obesogenic socielylhal is, a sociely lhal io-
moles excessive veighl gainlhe heaIlh consequences of
ealing loo much sugai aie lhe iesuIl of consumeis eisonaI
choices (Obesily Mylhs 2u!4). 1hese consumei choices,
lhe CC cIaims in maleiiaI on ils vebsile and in lhe ads il
ciealed foi lhe CRA, aie nol subjecl lo lhe sohislicaled,
maniuIalive iessuies of adveilising, maiLeling, disliibu-
lion alleins, oi coslnoi lhe vuIneiabiIilies of bioIogy,
This ad was part of the Corn Reners Associations public relations campaign to dispel public concerns about high-fructose corn syrup and hide its afliation with the
ads by hiring the Center for Consumer Freedom. The ad features celebrity sex therapist Dr. Ruth counseling an ear of corn about the naturalness of his sugar. The
commercial is crass but through its humor helps persuade consumers of its misleading messagenamely, that consuming excess sugar, no matter in what form, is
harmless because sugar is natural.
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9 Sugar-coating Science 9
sychoIogy, cuIluie, oi oIicy so eecliveIy exIoiled by
lhe food indusliy.
1his indusliy-funded messaging has a oveifuIIy alii-
olic iing lo il: Ameiicans have lhe iighl lo choose hov lhey
Iive and vhal lhey eal and diinL. Beiman has even invenled
a consiiacy of food oIicescienlisls, goveinmenl ociaIs,
ubIic heaIlh advocalesvho seeL lo imose aulhoiilaiian
ioosaIs lo lax, IegisIale, and Iiligale avay many food and
beveiage choices (CC 2u!4), vhiIe il is Beiman and lhe
CC, undeicovei agenls foi lhe food indusliy, vho aie
exeiling lhe ieaI conlioI. WhiIe consumeis vouId aeai
lo have many heaIlhy choices al mainslieam gioceiy sloies
foi biead, ceieaI, juices, and olhei iocessed food and bev-
eiage ioducls, lhe ieaIily is lhal many of lhese ioducls
conlain hidden added sugai, and membeis of lhe ubIic, if
lhey ieIy on adveilising and sugai inleiesls PR camaigns foi
nuliilionaI guidance, aie oflen in lhe daiL aboul hov much
added sugai lhey aie consuming.
Demographic Groups Targeted with
Misinformation
Sugai inleiesls ovn misIeading and faIse adveilisingand
lheii use of fionl gious lo alleml lo convince heaIlh-
conscious consumeis lhal lhe amounl of sugai lhey eal is
an unconsliained mallei of eisonaI choiceaie diiecled
al dieienl demogiahic gious in unique vays. Gious
TABLE 2. Sugai Conlenl of a HeaIlhy MeaI
Food Item
Grams of
Sugar per
Serving
Campbells Tomato Soup 12
Grilled cheese sandwich made with
two slices of Pepperidge Farms
Farmhouse Honey Wheat Bread
and two Kraft Singles
10 (bread)
2 (cheese)
Small mixed-greens salad with
Kraft Zesty Italian dressing 1
Snapple All Natural
Lemon Tea
36
Yoplait Light Strawberry
Yogurt
10
Total 71
WHO Daily Recommendation 50
WHO
Added sugar is often present where consumers may not expect it.
Even consumers consciously trying to make healthy choices may
not always realize how much added sugar they are consuming from
foods they may not expect. This meal contains almost 17 teaspoons
(71 grams) of sugar. The World Health Organization recommends
that daily intake not exceed 12 teaspoons (50 grams).
A DAYS WORTH OF SUGAR IN A HEALTHY MEAL
Added sugar in seemingly healthy foods makes low-sugar meal choices difcult.
See the table at right for the sugar contained in this meal, which exceeds the
World Health Organizations recommendation for an entire day.

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!u crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis
secicaIIy laigeled incIude chiIdien; vomen; membeis of
minoiily gious incIuding, in ailicuIai, Afiican-Ameiicans
and Hisanics; and Iov-income eoIe. By laigeling lhese
gious in ailicuIai, sugai inleiesls laLe advanlage of
lhese individuaIs sychoIogicaI, sociaI, and economic
vuIneiabiIilies lo inciease saIes of ioducls Lnovn lo cause
haim vhen ingesled in excessive amounls.
CHILDREN: MISCOMMUNICATING SCIENCE IN WAYS
THAT EXPLOIT BIOLOGICAL AND PSYCHOLOGICAL
VULNERABILITIES
1he food indusliy sends cIose lo a quailei of ils neaiIy
$7 biIIion annuaI adveilising budgel on youlh-diiecled
adveilising, of vhich soda, snacLs, ceieaIs, candy, and olhei
sugai-heavy ioducls maLe u lhe Iaigesl eicenlage
(1C 2u!2). ChiIdien aie aIso exosed lo adveilising foi
lhese ioducls aimed al geneiaI audiences. Desile
(olenliaIIy counleivaiIing) aienlaI inuence, chiIdiens
food choices aie signicanlIy inuenced by lheii exosuie
lo food adveilising (eiguson, Munoz, and Mediano 2u!!).
1he adveilising and maiLeling of sugaiy foods and
beveiages lo chiIdien is omniiesenl in lhe media Iandscae
lhal chiIdien encounlei, and leIevision adveilising dominales.
In 2u!u, chiIdien and adoIescenls veie olenliaIIy exosed
lo 896 dieienl 1V ads foi sugai-sveelened beveiages
aIone (Haiiis el aI. 2u!!). ood and beveiage comanies
aIso incieasingIy ieIy on lhe Inleinel lo ieach chiIdien,
devoling sace on comany vebsiles lo chiId-cenleied
conlenl, eslabIishing seaiale vebsiles foi ioducls lhal
aeaI lo chiIdien, and uliIizing lhe shaiing caabiIilies of
sociaI media lo iomole eei-lo-eei communicalion among
chiIdien aboul sugaiy ioducls (1C 2u!2). 1o-ianLing
vebsiles such as MyCoLeRevaids.com oflen ieceive moie
lhan !uu,uuu unique chiId and adoIescenl visilois each
monlh, vheie chiIdien encounlei humoious and engaging
biand messaging, animaled soLes-chaiacleis, alhIeles and
ceIebiilies, and incenlives foi uichasing sugaiy ioducls,
ialhei lhan infoimalion aboul lhe ioducls heaIlh oi
nuliilionaI alliibules (Haiiis el aI. 2u!!). Comanies aIso
disguise ads foi sugaiy foods and beveiages as games Lnovn
as adveigames (Wealheisoon el aI. 2u!8).
ChiIdien inuence an eslimaled $8uu biIIion in aduIls
sending, of vhich lhe Iaigesl calegoiy is food (Schoi and
oid 2uu7). When a lii lo lhe gioceiy sloie can mean a
aienls ulling u vilh a chiIds lanlium oi giving in lo lhe
chiIds demands foi sugaiy lieals, many aienls viII ieach foi
lhe soda, candy, cooLies, oi box of highIy sveelened ceieaI
lhal lheii chiId oinls lo, if il means achieving a lemoiaiy
caIm (eiguson, Munoz, and Mediano 2u!!). AIso, chiIdien
aie lhemseIves a gioving cIass of indeendenl consumeis,
sending lens of biIIions of doIIais annuaIIy on a vide
vaiiely of ioducls, vilh an eslimaled one-lhiid of lheii
Advergames are ads disguised as games and aimed at children. On the Lucky Charms cereal website, depicted here, children can watch videos, play games, and join
the Adventurers Club (General Mills 2013a). Advergames are a strategic way for sugar interests to reach children, but they are problematic because children lack
the cognitive skills necessary to recognize persuasive intent.
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!! Sugai-coaling Science !!
exendiluies going lo sugai-sveelened foods and beveiages
(Schoi and oid 2uu7).
Neilhei chiIdiens ciavings noi aienls viIIingness lo
give in aie simIe malleis of fiee choice. 1hiough adveilising
and maiLeling, food comanies manufacluie desiie foi lheii
sugai-Iaden ioducls by maniuIaling chiIdiens unique
bioIogicaI and sychoIogicaI vuIneiabiIilies.
BI OLOGI CAL VULNERABI LITY
ChiIdien aie innaleIy moie iecelive lo sveel lasles lhan
aduIls and aie lhus alliacled lo lhe foods and beveiages vilh
excessive sugai lhal lhe food indusliy aggiessiveIy adveilises
and maiLels lo lhem (Cuda Kioen 2u!!; Beaucham and
MenneIIa 2uu9).
Sugai inleiesls have Iong been avaie of hysioIogicaI
ieseaich lhal documenls chiIdiens alliaclion lo sveel lasles and
have funded il lhiough inslilules such as lhe MoneII Cenlei, a
noniol ieseaich oiganizalion lhal sludies lasle and smeII and
mainlains a coioiale sonsoishi iogiam (Moss 2u!8). WhiIe
lhe exacl cause foi chiIdiens heighlened iefeience foi sveel
lasles is unLnovn, accoiding lo ieseaicheis, deveIomenlaI
hysioIogy, eicelion, and cognilion aie aII susecled lo Iay
a ioIe (CoIdveII, OsvaId, and Reed 2uu9). Reseaicheis al lhe
MoneII Cenlei found lhal sugai has ain-ieducing eecls in
chiIdien bul nol in aduIls (Peino and MenneIIa 2uu$). 1hey
aIso found lhal chiIdiens iefeience foi sveel lasles is IiLeIy lhe
iesuIl of an evoIulionaiy adalalion lhal confeiied an advanlage
on individuaIs vho ieadiIy acceled molheis miIL and sveel
fiuils conlaining vilaI nuliienls foi giovlh (Venluia and
MenneIIa 2u!!). 1he iefeience has been shovn lo decIine in
Iale adoIescence vhen chiIdien slo gioving (CoIdveII, OsvaId,
and Reed 2uu9).
On lhe basis of chiIdiens alliaclion lo sveel lasles, sugai
inleiesls have aigued (lhiough o-eds, facl sheels, and olhei
PR maleiiaIs) lhal added sugai heIs chiIdien mainlain a
heaIlhy diel by encouiaging lhem lo eal Iaigei amounls of
nuliilious foods made moie aeaIing by lhe iesence of moie
sugaifoi examIe, chocoIale avoiing added lo miIL (SA
v. CRA 2u!8; Muihy el aI. 2uu8). WhiIe lheie may be some
liulh lo lhis, chiIdiens alliaclion lo sveelness causes lhem, if
lhey aie given lhe ooilunily, lo consume sugai fai in excess
of nuliilionaI iecommendalions. Reseaicheis have found, foi
examIe, chiIdien lo iefei a sugai-valei soIulion vilh sugai
conlenl so high lhal lhe sugai no Iongei dissoIves in lhe valei;
aduIls, by conliasl, indicaled lhe sugai-valei soIulion vas loo
sveel vhen il exceeded lhe amounl of sugai in a lyicaI soda
(Cuda Kioen 2u!!; Venluia and MenneIIa 2u!!).
By maiLeling and adveilising sugaiy ioducls lo
chiIdien, lhe food indusliy is exIoiling chiIdiens innale
alliaclion lo sveel foods and diinLs, vhich aie vaslIy
moie abundanl in chiIdiens Iives lhan lhey veie foi asl
geneialions. 1odays food enviionmenl is veiy dieienl fiom
lhe food enviionmenl in vhich lhe iefeience foi sveels
evoIvedoi even fiom lhe food enviionmenl of 4u yeais ago.
In !97u, lhe aveiage Ameiican consumed 74.7 giams of sugai
ei daymoie lhan !8 leasoons (USDA 2u!2). By 2u!2, il had
jumed lo 82.! giamsmoie lhan 2u leasoons (USDA 2u!2).
1his is aImosl doubIe lhe U.S. Deailmenl of AgiicuIluies
iecommended aIIovance of 42 giams ei day, moie lhan
doubIe lhe Ameiican Heail Associalions iecommended
aIIovance foi men, and moie lhan liiIe lhe associalions
iecommended aIIovance foi vomen (USDA 2u!2). 1he
quanlily and avaiIabiIily loday of foods and beveiages vilh
excessive added sugai Ieave aII consumeis, bul eseciaIIy
chiIdien, vuIneiabIe lo lhe iessuie fiom indusliy adveilising
and maiLeling lo ovei-consume.
Anolhei olenliaI aiea of vuIneiabiIily is lhe addicliveness
of sugai and sugai inleiesls eoils lo hooL consumeis eaiIy
on (uslig 2u!4; Moss 2u!8). Reseaich has demonslialed lhal
some individuaIs shov biain iesonses lo sugai simiIai lo
lhose obseived in diug useis and aIcohoIics, suggesling lhal
sugai may have addiclive quaIilies foi some eoIe (Ahmed,
GuiIIem, and VandaeIe 2u!8; Avena, Rada, and HoebeI
2uu8; DievnovsLi el aI. !99$; DievnovsLi el aI. !992). A
foimei Coca-CoIa execulive has soLen ubIicIy aboul lhe
comanys ovn ieseaichinfoimed by lhese sugai addiclion
sludiesinlo laclics lo molivale heavy useis, lhal is, eoIe
vho consume Iaige amounls of Coca-CoIa beveiages, lo
consume even moie (Moss 2u!8). AIlhough Coca-CoIa has
a oIicy againsl adveilising diieclIy lo chiIdien undei !2,
many food comanies, Coca-CoIa incIuded, see adoIescenls
as a consumei base iie foi cuIlivalion (Moss 2u!8). Since
mosl chiIdien and adoIescenls have nol yel deveIoed biand
IoyaIly, lhey ieiesenl a Iifelime of incieasing ievenue foi
lhose comanies lhal can hooL lhem eaiIy and Lee lhem
coming bacL (Moss 2u!8).
Neither childrens craving
nor parents willingness to
give in are simple matters of
free choice. Food companies
manufacture desire for
their sugar-laden products.
!2 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis
PSYCHOLOGI CAL VULNERABI LITY
In laigeling adveilising lo chiIdien, sugai inleiesls aIso
exIoil chiIdiens sychoIogicaI vuIneiabiIily. ChiIdien aie
moie vuIneiabIe lo adveilising lhan aduIls because lhey
have nol yel deveIoed lhe cognilive funclions necessaiy lo
iecognize and iocess eisuasive inlenl (Baiocco, DAIessio,
and aghi 2uu9). AduIls undeisland lhal adveiliseis have
inleiesls dieienl fiom lheii ovn, lhal adveilising messages
aie inlended lo maLe eoIe lhinL in a ceilain vay, lhal lhese
messages aie biased, and lhal seciaI slialegies aie needed
lo inleiiel lhem (Baiocco, DAIessio, and aghi, 2uu9).
ChiIdien IacL lhese cognilive mechanisms enliieIy befoie lhe
age of seven and begin lo acquiie lhem onIy as lhey gel oIdei
(Baiocco, DAIessio, and aghi 2uu9).
Bul even as chiIdien do deveIo lhe caacily lo iecognize
eisuasive inlenl, adveiliseis can use lechniques lhal shoil-
ciicuil lhis iecognilion. oi examIe, fanlasy chaiacleis
(e.g., 1ony lhe 1igei foi iosled IaLes, lhe ucLy Chaims
Ieiechaun, lhe KeebIei eIves) in sugaiy food and beveiage
ads laigeled al chiIdien veie found lo ioduce osilive
associalions and Iov eicelion of maniuIalive inlenl in
chiIdien aged 8 lo !u (Rose, Meichanl, and BaLii 2u!2).
AIlhough chiIdien in lhis age giou ossessed some cognilive
olenliaI lo iecognize eisuasion, vhen lhey veie engaged
vilh animaled chaiacleis, coIoi, aclion, and advenluie, lhey
veie Iess IiLeIy lo exeicise il (Rose, Meichanl, and BaLii 2u!2).
1he adveilising and maiLeling of sugaiy ioducls lo
chiIdien aIso uliIize lhemes cenliaI lo Lids sychoIogicaI
deveIomenl such as advenluie, iebeIIion, and lhe cooI
facloi (Schoi and oid 2uu7). Academic ieseaicheis have
found food adveiliseis lo be sohislicaled anlhiooIogisls
vho buiId on basic sociaI ieIalionshis and lhe conneclion
of food lo lhose ieIalionshis (Schoi and oid 2uu7). By
inseiling food inlo an emolionaI conlexl lhal iesonales vilh
Lids, adveiliseis can avoid ialionaI aeaIs on lhe basis of a
ioducls heaIlh oi nuliilion infoimalion, oi even ils lasle.
Bediooma commeiciaI foi Oieos aiied in May 2u!8
exemIies lhe sohislicalion of adveiliseis use of fanlasy,
animalion, chiIdhood lhemes, and sociaI ieIalionshis (Nudd
2u!8). Incoioialing Oieos, lhe commeiciaI leIIs lhe sloiy
of a IillIe giiI and hei dad. 1he giiI sings a song in vhich she
vondeis vhelhei, if she gives hei dad an Oieo, he viII Iel
hei slay u asl hei bedlime so lhey can send moie lime
logelhei. As she sings, animalion is oveiIaid on lhe Iive aclion
iIIuslialing hay scenes inside lhe giiIs imaginalionIaying
vilh loys, valching movies, leIIing joLes, and, of couise, ealing
Oieos. Accoiding lo ils ciealive diiecloi, Magnus Hieila, lhe
commeiciaI is inlended lo caluie lhal magic momenl vhen
a Lid has lo go lo bed duiing lhe summei bul ils sliII Lind
of Iighl oul (Nudd 2u!8). Il is ail of a maiLeling camaign
caIIed WondeiIIed lhal is aboul seeing lhe voiId vilh
oen eyes and a cuiious heail (Nudd 2u!8). In lhe fanlasy
voiId of lhe commeiciaI, hovevei, cuiiosily excIudes any
cuiiosily lhal vieveischiIdien oi lheii aienlsmighl have
aboul ioducl heaIlh oi nuliilion infoimalion.
WhiIe il may seem a slielch lo suggesl lhal eilhei Lids
oi lheii aienls vouId caie aboul lhe nuliilion infoimalion
of Oieos, diveiling consumeis allenlion fiom lhe science
aboul added sugai lhiough chiIdhood lhemes and sociaI
ieIalionshis is nol Iimiled lo obviousIy high-sugai ioducls
IiLe Oieos. CommeiciaIs foi lhe chiId-laigeled, heaIlhy-
seeming GeneiaI MiIIs yoguil GoGuil ieIy on lhese laclics
lo engage bolh chiIdien and lheii aienls. In one GoGuil
commeiciaI, a biolhei and sislei vaIL inlo lhe Lilchen lo
icL u lheii Iunches and aie aaIIed lo nd lheii molhei
veaiing leiiibIe eye maLeu. 1he molhei says, Whal?!
Ils caIIed a smoLy-eye, as she hands lhem lheii GoGuil-
conlaining Iunches. A voice-ovei lhen enleis as lhe chiIdien
head o lo schooImoilied by lheii molhei bul hay vilh
lhe GoGuil in lheii Iunchesand leIIs aienls, You may
nol be lhe besl al nev liends, bul you Lnov vhals besl foi
youi Lids. So ve Iislened vhen you said GoGuil shouId have
onIy naluiaI coIois and naluiaI avois. And no high-fiuclose
coin syiu (GeneiaI MiIIs 2u!8b). By idenlifying vilh
lhe chaiacleis and sociaI ieIalionshis in lhe commeiciaI,
chiIdien aie Ied lo beIieve lhal GoGuil is cooI, even if mom
is nol, vhiIe aienls aie misIed lo beIieve lhal GoGuil is
heaIlhy, even lhough il conlains nine giams of sugai ei
seivinga facl convenienlIy omilled fiom lhe infoimalion
iovided in lhe commeiciaI.
1his GoGuil commeiciaI aIso demonsliales anolhei
diveisionaiy slialegy lhal comanies use lo adveilise
sugaiy foods and beveiages lo chiIdien, Lnovn as duaI
messaging. DuaI messaging voiLs by maLing lhe ioducl
seem fun lo Lids vhiIe emhasizing lhe infoimalionaI
alliibules lo aienls (Schoi 2uu4). 1his can be misIeading
because a ioducl high in sugai mighl aIso be high in
bei oi some olhei heaIlhy ingiedienl. Bul ieseaich has
Children are more
vulnerable to advertising
than adults because they
have not yet developed
the cognitive functions
necessary to recognize and
process persuasive intent.
!8 Sugai-coaling Science !8
shovn lhal a majoiily of aienls misinleiiel lhe meaning
of nuliilion cIaims commonIy used on chiIdiens foods,
nolabIy on ioducls vilh high IeveIs of sugai and Iov IeveIs
of heaIlhfuI ingiedienls (Haiiis el aI. 2u!!). Messaging lo
aienls highIighls heaIlh cIaims bul omils oi dovnIays
sugai conlenl, and some of lhe mosl sugaiy, chiId-laigeled
ceieaIs maLe some of lhe mosl iominenl heaIlh cIaims
(HeIImich 2u!2). oi examIe, minus lhe sohislicaled sociaI
dynamics in lhe GoGuil commeiciaI, duaI messaging is used
lo seII iool oos lhiough a bIalanl mixluie of fun and bei
conlenl. Accoiding lo KeIIIoggs, lhe ceieaI is acLed vilh
deIicious fiuily lasle, fiuily aioma, and biighl coIois. Made
vilh vhoIe giains and IighlIy sveelened, iool oos is a fun
ail of a comIele bieaLfasl, and is a good souice of bei
(KeIIogg Comany 2u!!). Hovevei, IighlIy sveelened is an
undeislalemenl; lhe isl ingiedienl of iool oos is sugai,
and each one-cu seiving conlains !2 giams of il.
MaiLeling and adveilising lo chiIdien has been shovn
lo undeimine aienlaI eoils lo iomole heaIlhy diels in
lheii chiIdien (eiguson, Munoz, and Mediano 2u!!). Since
food indusliy ieseaich is IaigeIy ioiielaiy, il is dicuIl
lo deleimine exaclIy hov much scienlic LnovIedge is
deIibeialeIy diiving lhe food indusliys laigeled aeaIs
lo chiIdien. Hovevei, based on lhe lye and amounl of
infoimalioneseciaIIy aboul addiclionlhal emeiged duiing
lobacco Iavsuils, lhe LnovIedge aboul hov lo molivale
Lids consumlion of sugai is consideiabIe and lhe iesuIl of
exlensive ieseaich by sugai inleiesls (Schoi and oid 2uu7).
WOMEN, MINORITIES, AND LOW-INCOME POPULATIONS
In addilion lo chiIdien, food comanies laigel olhei
segmenls of lhe ouIalion vilh ads foi sugai-heavy
ioducls. Adveilising and maiLeling lhal exIoil lhe sociaI
1oday, lheie aie fev iesliiclions on maiLeling sugaiy foods and
beveiages lo chiIdien, desile lhe scienlic evidence of lheii
vuIneiabiIily lo ads. edeiaI agencies once liied lo enacl such
ieguIalion bul veie sliied of lheii aulhoiily decades ago.
In !978, lhe edeiaI 1iade Commission (1C)vhich
ieguIales unfaii and deceilfuI adveilising, among olhei
lhingsioosed bioad iuIes iesliicling adveilising lo chiI-
dien. 1he agency soughl lo ban aII leIevision adveilising lo
chiIdien six and youngei based on lhe evidence lhal lhese chiI-
dien couId nol iecognize and inleiiel eisuasive inlenl. 1he
agency aIso ioosed lo ban adveilising of sugaiy ioducls
lo chiIdien aged 8 lo !! because, aIlhough lhey couId iecog-
nize eisuasion, lhey couId nol undeisland lhe Iong-leim
heaIlh consequences of consuming sugai. inaIIy, lhe agency
ioosed lhal discIosuie of heaIlh consequences needed
lo accomany adveilising of sugaiy ioducls lo chiIdien !2
and oIdei. Abundanl scienlic evidenceincIuding some
6u,uuu ages of exeil leslimonyvas iesenled lo suoil
lhe agencys osilion. Hovevei, lhe iuIe vas nevei naIized.
Sugai inleiesls feaied lhal imIemenlalion vouId huil lhe
saIes of ceieaIs, candy, soda, and olhei sugai-heavy iod-
ucls. Resonding lo iessuie fiom lhese inleiesls, Congiess
seveieIy cul bacL funding foi lhe 1C, causing a ailiaI agency
shuldovn lhal Iasled foi yeais. AIlhough lhe 1C did iecovei
and loday does ieguIale some 1V adveilising lo chiIdien, il
nevei again allemled lo iesliicl adveilising of sugaiy iod-
ucls (Weslen 2uu6; KunLeI 2uu!).
Why Isnl ChiIdiens 1V Piogiamming Bellei ReguIaled?
1he 1C shaies iesonsibiIily foi ieguIaling 1V advei-
lising vilh lhe edeiaI Communicalions Commission (CC).
In !974, lhe CC mandaled lhal adveilising, vhelhei ioducl
Iacemenl oi iomolion by a chaiaclei oi hosl, vas iohibiled
duiing chiIdiens iogiams. CommeiciaIs veie eimilled bul
had lo be seaialed fiom iogiams by a ve-second buei
announcing a bieaL fiom lhe iogiam. Anolhei ve-second
buei had lo foIIov lhe commeiciaIs befoie lhe iogiam
iesumed. DeieguIalion duiing lhe !98us eIiminaled lhe buei
eiiods and eioded iesliiclions on ioducl iomolion duiing
iogiamming (KunLeI 2uu!). 1oday, bolh agencies Iay onIy a
Iimiled ioIe in ieguIaling maiLeling of sugaiy ioducls lo chiI-
dien, aIIoving youlh-laigeled decelive ads lo conlinue lo aii.
Today, there are few restrictions on TV marketing to children, despite the
scientic evidence of their vulnerability to ads.

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!4 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis !4
vuIneiabiIilies of vomen, minoiilies, and Iov-income
ouIalions aIIov comanies lo diveil consumeis allenlion
avay fiom lhe science aboul added sugai.
WOMEN: MI SCOMMUNI CATI NG SCI ENCE THROUGH
GENDER- BASED MARKETI NG AND ADVERTI SI NG
1he food indusliys ieIalionshi lo vomen and science is
comIex. Gendei-based maiLeling and adveilising by food
comanies laLe advanlage of vomens fiequenl ioIe as lhe
iedominanl food decision maLei foi lhe famiIy (aLe el
aI. 2uu6), as veII as insecuiilies vomen may have aboul
fuIIIing lheii obIigalions in lhis ioIe (PaiLin 2uu7). 1o
aeaI lo vomens sense of iesonsibiIily foi famiIy heaIlh
and veII-being, sugai inleiesls emhasize lhal lheii ioducls
aie vhoIesome and heaIlhy lhiough scienlic cIaims aboul
foods beneciaI quaIilies such as vilamins and bei lo boIslei
lheii ciedibiIily (PaiLin 2uu7). Hovevei, lhe scienlic basis
foi such cIaims is Iimiled. Comanies ciicumvenl scienlic
infoimalion lhal Iaces sugai in a negalive Iighl lhiough
omissions, diveisionaiy laclics, and emolionaI aeaIs lhal
associale sugaiy foods, eseciaIIy baLing and baLed goods, vilh
being a good molhei, vife, and homemaLei (PaiLin 2uu7).
1he Iasling success of lhe Belly CiocLei biand
exemIies hov sugai inleiesls aioach gendei-based
maiLeling and adveilising. Belly CiocLei, nevei a ieaI
eison, vas invenled in !92! by execulives al lhe Washbuin
Ciosby Comany, vhich Ialei meiged vilh GeneiaI MiIIs,
as a eisona lo ansvei inquiies aboul baLing and cooLing
fiom femaIe cuslomeis (Moss 2u!8). 1he biand evoIved as
vomen moved inlo lhe voiLfoice and had Iess lime lo send
in lhe Lilchen, bul il conlinued lo emhasize vomens ioIe
as food decision maLeis and iovideis of heaIlhy food, even
as convenience became a coineislone (Moss 2u!8). 1he
indusliy has Iong iecognized lhal Belly CiocLei is eiceived
by vomeneseciaIIy Iess-educaled, voiLing vomen and
slay-al-home momsas a femaIe ioIe modeI and aulhoiilalive
voice on lhe science of food ieaialion (PaiLin 2uu7).
1oday, aIlhough lhe image of Belly as a eison has
given vay lo a biand Iogo, Belly has hei ovn vebsile,
bellyciocLei.com, vheie consumeis can uichase ioducls
such as caLe and cooLie mixes and desseil-decoialing Lils,
nd couons, iead lhe Belly BIog, and nd heaIlhied
iecies lhal incoioiale GeneiaI MiIIs ioducls. 1hese
heaIlhied iecies aie eilhei gIulen-fiee oi Iovei in fal and
caIoiies lhan simiIai desseils. Hovevei, vhiIe lhe iecies
aie iomoled foi lhese quaIilies, many aie aIso veiy high in
sugai. oi examIe, a iecie foi HeaIlhied Mini ChocoIale
CheesecaLes is iomoled in boId lexl as having $7% Iess fal,
6!% Iess saluialed fal, 87% fevei caIoiies lhan lhe oiiginaI
iecie. 1eml youi laslebuds vilh a chocoIaly cheesecaLe
lhals easiei on lhe vaislIine (GeneiaI MiIIs 2u!8c). 1he
iecie, hovevei, sliII conlains a gieal deaI of added sugai. If
consumeis caie lo iead lhe smaII iinl beIov (see iguie 8),
lhey can see lhal each smaII, individuaI-seiving cheesecaLe
conlains !8 giams, oi moie lhan foui leasoons, of sugai
7$ eicenl of lhe lolaI amounl of daiIy added sugai iecom-
mended by lhe Ameiican Heail Associalion foi vomen and
moie lhan haIf vhal is iecommended foi men (AHA 2uu9).
Anolhei Ley vay lhal lhe food indusliy maiLels sugaiy
foods lo vomen is by connecling lhese foods lo vomens
insecuiilies aboul veighl, aeaiance, and alliacliveness.
WhiIe il may seem counleiinluilive lo maiLel sugaiy foods
as a means of veighl conlioI, lhis is exaclIy vhal some
comanies do. A nev Iine of chocoIales fiom Heisheys caIIed
SimIe PIeasuies, foi examIe, iocIaims 8u% Iess fal vs.
lhe aveiage Ieading miIL chocoIale and enIisls mommy
bIoggeis lo iomole sveel indeendence in lhe foim of
a guiIl-fiee induIgence lhal iovides an escae fiom famiIy
iesonsibiIilies (Heishey Comany 2u!4). 1he ioducl is
ieIaliveIy Iov in caIoiies bul conlains 22 giamsmoie lhan
ve leasoonsof sugai ei seiving. Moie disluibingIy,
a commeiciaI iun in 2u!! foi YoIail ighl suggesled
lhal vomen shouId feeI guiIly foi lheii food choices and
lhal choosing YoIail ighls iasbeiiy cheesecaLe avoi
vouId geneiale Iess guiIl lhan an acluaI sIice of iasbeiiy
cheesecaLe. 1he ad vas uIIed o lhe aii vhen lhe NalionaI
Ealing Disoideis Associalion ciilicized il foi iomoling
unheaIlhy behaviois and lhoughl alleins (WiIIiams 2u!!).
MINORITIES AND LOW-INCOME GROUPS: DISPROPORTIONATE
EXPOSURE TO SUGAR ADS
Minoiilies and Iov-income ouIalions aie disiooilion-
aleIy exosed lo maiLeling and adveilising of sugaiy
foods and beveiages ieIalive lo olhei demogiahic gious.
Disiooilionale exosuie occuis lhiough cuIluiaIIy
laigeled maiLeling and adveilising lo minoiilies, iessuies lo
assimiIale inlo mainslieam Ameiican cuIluie, and economic
disaiilies lhal molivale uichasing among Iov-income
ouIalions (Elhan, SamueI, and Basch 2u!8; Giiei and
KumanyiLa 2uu8; 1iiodLai and 1ain 2uu8).
Afiican-Ameiicans have been aggiessiveIy laigeled as
a dislincl demogiahic giou by lhe food indusliy since
lhe civiI iighls eia and have been laigeled by lhe sugai-
sveelened beveiage indusliy, in ailicuIai, since as eaiIy as
Food companies exploit
women as primary family
food decision makers.
!$ Sugai-coaling Science !$
Betty Crockers Healthied Mini Chocolate Cheesecakes recipe includes barely legible small print beneath that indicates that each
serving contains a whopping 18 gramsor more than four teaspoonsof sugar.
Entire Recipe and Nutrition Information Portion of Recipe Viewable without Scrolling
FIGURE 3. 1he Hidden Sugai in HeaIlhied Recies
lhe !98us (Giiei and KumanyiLa 2uu8). 1he ouIalion of
Afiican-Ameiicans is gioving in lhe Uniled Slales, and lhus
is a gioving giou of olenliaI consumeis of sugaiy ioducls.
In addilion, gioving gious oulside of lhe dominanl cuIluie
have socioeconomic mobiIily bul sliII cuIluiaI seaialion,
lhus consliluling a iomising audience foi cuIluiaIIy dislincl
messages. ood comanies aioach Afiican-Ameiicans
lhiough a geneiaI slialegy of moie fiequenlIy iomoling
Iov-cosl, high-caIoiie, and Iov-nuliilion food and
beveiage ioducls lhan lhey do lo olhei gious (Giiei and
KumanyiLa 2uu8). Afiican-Ameiican leIevision audiences
aIso exeiience giealei exosuie lo food indusliy messaging
lhiough moie commeiciaIs foi sugaiy ioducls such as candy,
soda, and soils diinLs aiied duiing 1V iogiams aimed al
lhem, moie ioducl Iacemenl duiing lhis iogiamming, and
moie accelance of oveiconsumlion in iogiam conlenl
(1iiodLai and 1ain 2uu8). Inequilies in dielaiy quaIily and
obesily iales belveen Afiican-Ameiicans and olhei U.S.
ouIalions have caused ieseaicheis lo queslion vhelhei a
causaI IinL exisls belveen lhese disaiilies and food indusliy
adveilising exosuie (Giiei and KumanyiLa 2uu8).
Hisanic Ameiicans inlegialion inlo mainslieam,
EngIish-seaLing U.S. cuIluie has been shovn lo inciease
lheii exosuie lo food adveilising and maiLeling lhal
conlains Iovei infoimalionaI conlenl aboul heaIlh and
nuliilion lhan Sanish-onIy iomolions (AbbalangeIo-
Giay, Byid-Biedbennei, and Auslin 2uu8). Conlenl anaIysis
of food adveilising duiing Sanish-onIy and EngIish-onIy
iime-lime iogiamming shoved slalislicaIIy signicanl
dieiences in lhe amounl and quaIily of nuliilion and
heaIlh infoimalion lhal vas communicaled (AbbalangeIo-
Giay, Byid-Biedbennei, and Auslin 2uu8). CommeiciaIs
aiied duiing Sanish-onIy iogiamming conlained moie
and bellei infoimalion ieIaling lo nuliilion and heaIlh
(AbbalangeIo-Giay, Byid-Biedbennei, and Auslin 2uu8).
As accuIluialion incieases among Hisanic Ameiicans,
so does lheii iefeience foi EngIish-onIy iogiamming
(UeIlschy and Kiamf 2u!!)and lheiefoie lhe giealei
lheii exosuie lo lhe misinfoimalion fiom EngIish-onIy
ads and lhe Iess exosuie lo lhe bellei infoimalion in
Sanish-onIy ads. PolenliaI IinLs exisl belveen obesily
iales and Hisanics accuIluialion, lheii Ienglh of lime
in lhe Uniled Slales, lheii EngIish iociency, and lheii
exosuie lo EngIish-onIy food adveilising (AbbalangeIo-
Giay, Byid-Biedbennei, and Auslin 2uu8; HimmeIgieen
el aI. 2uu4).
s
!6 crNirv rov scIrNcr nNu ur\ocvncv UNIoN or coNcrvNru scIrNiIsis
Hisanic youlh aie eseciaIIy vuIneiabIe lo lhese
obseived eecls. 1he food indusliy vievs lhem as a gioving
cIass of consumeis foi sugaiy, nuliienl-ooi foods, and laigels
lhem in bolh Sanish and EngIish (Walson 2u!2). 1heii highei
obesily iales ieIalive lo olhei youlh ouIalions in lhe Uniled
Slales suggesl lhal lhey exeiience enhanced eecls fiom
lheii exosuie lo lhese ads (Ieming-MiIici el aI. 2u!8).
ov-income ouIalions may aIso be exosed disio-
oilionaleIy lo ioducls vilh high sugai conlenl because
of lhe cosl savings lhese foods ieiesenl (DievnovsLi el
aI. 2u!4; Daimon and DievnovsLi 2uu8). oods high in
sugai aie among lhe cheaesl avaiIabIe souices of eneigy
(DievnovsLi 2uu8). In addilion, Iov-income neighboihoods
have fevei sueimaiLels vilh moie heaIlhy olions and
moie convenience sloies vilh fevei heaIlhy olions (ZenL
and PoveII 2uu8; PoveII el aI. 2uu7). PiomolionaI yeis and
couons highIighling cosl savings of high-sugai ioducls
have been coiieIaled vilh Iov-income neighboihoods (Elhan,
SamueI, and Basch 2u!8). In one sludy lhal anaIyzed moie lhan
2,uuu gioceiy sloie yeis in ooi neighboihoods in lhe Bionx,
moie lhan 84 eicenl of lhe ioducls being iomoled veie
iocessed (and lhus IiLeIy lo conlain added sugai), and lhiee-
quaileis of lhe sugai-sveelened beveiages adveilised veie
associaled vilh cosl savings (Elhan, SamueI, and Basch 2u!8).
Communicating Science through Science-
based Strategies
Adveilising execulives, seaLing ubIicIy al a confeience on
science communicalion oiganized by lhe NalionaI Academy of
Sciences, commenled on hov indusliy has oulmaneuveied
lhe science communily by doing a bellei job of aIying
ieseaich in lhe behavioiaI and sociaI sciences lo convey
indusliy messages (NRC 2u!4). Nol onIy is indusliy aculeIy
avaie of academic ieseaich on hov lo engineei choices and
inuence ubIic oinion and behavioi, bul comanies aie
acliveIy conducling lheii ovn ieseaich. Pelei Zandan, gIobaI
vice chaii of HiII+KnovIlon Slialegies (lhe PR im noloiious
foi ils ioIe in deveIoing lhe lobacco indusliys doubl slialegy),
ciled $9.$ biIIion as an annuaI amounl invesled by lhe business
communily, incIuding lhe food indusliy, in ieseaich lo
undeisland lhe eecliveness of ils messaging (NRC 2u!4).
Indusliys incieasing eecliveness al ieaching lhe
ubIic has been lhe iesuIl of a slialegic, science-based
communicalions shifl fiom infoiming audiences lo engaging
lhem (NRC 2u!4). Inslead of messaging aiound lhe
quaIilies of a ioducl, indusliy messaging loday allemls
lo connecl ioducls diieclIy lo consumeis Iives (NRC
2u!4). Sugai inleiesls have done lhis lhiough adveilising
slialegies lhal use emolion lo byass ieason and lhiough
lhe decelive bul vaIues-based messaging of fionl gious
IiLe lhe Cenlei foi Consumei ieedom. 1he ubIic-inleiesl
goaIs of communicaling science-based heaIlh and nuliilion
infoimalion aboul sugai aie cIeaiIy dieienl, yel lheie
aie Iessons lo be Ieained foi lhe science communily fiom
businesses slialegic emhasis on engagemenl. And lheie is
ieason foi hoe lhal moie science-based infoimalion aboul
sugaiy ioducls and lhe heaIlh eecls of consuming added
sugai viII ieach lhe ubIic. 1he incieasing ioIe of sociaI
media in mosl Ameiicans Iives, foi examIe, means lhal
il is ossibIe lo ieach miIIions of eoIe vilhoul lhe Iaige
exenses associaled vilh liadilionaI foims of adveilising.
1o ieach cilizens, ubIic inleiesl and science commu-
nicalois musl moie aggiessiveIy biing oul science-based
undeislanding of lhe heaIlh eecls of sugai consumlion
and exose misinfoimalion by engaging vilh lhe ubIic
lhiough sociaI media and olhei foimals and connecling
science diieclIy lo lheii Iives. WhiIe sugai inleiesls have
exIoiled adveilising lo misinfoim lhe ubIic and shae
consumeis eicelion of choice, adveilising can aIso be
used eecliveIy lo iomole lhe ubIic good. 1he hisloiy of
successfuI ubIic seivice announcemenl (PSA) camaigns
iIIusliales lhe olenliaI lo inuence ubIic oinion and
shae behavioi in osilive vays lhiough science-infoimed
messaging (Ad CounciI 2uu4). 1hese ads have been eeclive
because lhey eisuade eoIe lhal lheii aclions maLe a
dieience. 1he Adveilising CounciI, a noniol oiganizalion
lhal bolh deveIos and sludies PSAs, has ieoiled on decades
of successfuI camaigns. oi examIe, a !97! oIIulion-
ievenlion camaign caIIed 1he Ciying Indian molivaled
moie lhan !uu,uuu Ameiicans vilhin lhe isl foui monlhs lo
iequesl moie infoimalion on oIIulion ieduclion and Ied lo
an eslimaled 88 eicenl dio in Iilleiing nalionvide by !988
(Ad CounciI 2uu4). 1he ad engaged vieveis by leIIing lhem
lo Gel invoIved nov. PoIIulion huils aII of us; used oveifuI
emolionaI and visuaI aeaIs aIong vilh ialionaI, facluaI
ones; and has ieceived avaids fiom lhe adveilising indusliy
foi lhe eecliveness of ils messaging (Ad CounciI 2uu4).
SuccessfuI PSAs have been ciediled vilh ieducing
smoLing, incieasing sealbeIl use, incieasing minoiily coIIege
enioIImenl, and ievenling diunL diiving, ciime, and foiesl
ies (Ad CounciI 2uu4). Nev YoiL Cily has aIieady been al
lhe fionl Iines of addiessing lhe obesily eidemic lhiough
inilialives such as food slandaids foi ils agencies, vhich
secify amounls of fiuils and vegelabIes and Iimils on fal
and saIl foi meaIs seived al Nev YoiL Cily agencies, schooIs,
hosilaIs, senioi cenleis, communily cenleis, coiieclionaI
faciIilies, and olhei ubIic seivice enlilies. In 2uu9, lhe cily
Iaunched an anli-sugai PSA camaign (NYCDHMH 2uu9).
!7 Sugar-coating Science !7
One ailicuIaiIy oveifuI commeiciaI fealuies a man
silling in a ieslauianl duming acLel aflei acLel of
sugai dovn his moulh. On eilhei side of him sil cuslomeis
diinLing sodas. 1exl in lhe foiegiound asLs vieveis: Youd
nevei EA1 sixleen acLs of sugai. Why vouId you DRINK
sixleen acLs of sugai? (Kiefabei 2u!2). 1he commeiciaI
has been adoled by lhe Cenleis foi Disease ConlioI and
Pievenlion (CDC) foi a nalionvide ubIic heaIlh camaign
lo deciease sugai consumlion (NYC 2u!2). Nev YoiL
Cilys case may be aving lhe vay foi sugai lo be lhe nexl
success sloiy foi PSAs and foi science-infoimed ubIic
heaIlh imiovemenls eveiyvheie.
Recommendations
Sugai inleiesls shouId be heId accounlabIe by exeils,
inveslois, decision maLeis, lhe media, and lhe ubIic foi
lheii cuiienl eoils lo obscuie lhe science on sugai and ils
deliimenlaI heaIlh eecls:
The media shouId ubIicIy caII oul sugai inleiesls
misslalemenls.
Scientic experts shouId discIose aII ieaI oi eiceived
conicls of inleiesl.
Investors and citizens shouId iessuie comanies
lo aIign lheii ubIic messaging vilh science and lo
cease funding lo liade and fionl gious lhal siead
misinfoimalion.
Congress shouId iesloie lhe edeiaI 1iade Commission
and edeiaI Communicalions Commission lo lheii fuII
caacily lo ieguIale maiLeling lo chiIdien so lhal lhe
agencies can ieguIale youlh-laigeled maiLeling.
The Food and Drug Administration shouId imIemenl
a sliong iuIe iequiiing lhe IabeIing of added sugai in
nuliilion IabeIs as lhe agency announced il inlends lo do.
1his viII bellei infoim lhe ubIic aboul hov much sugai
has been added lo iocessed foods.
Federal, state, and local health agencies shouId deveIo
aggiessive ubIic infoimalion camaigns lo emhasize lhe
scienlic evidence demonslialing sugais heaIlh imacls
and counlei lhe misinfoimalion fiom sugai inleiesls.
This commercial from New York Citys anti-sugar PSA campaign was picked up by the CDC for nationwide airing. PSAs in the past are credited with reducing
smoking and littering, among other successes. Perhaps reducing Americans consumption of sugar will be the next great PSA campaign.
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Deborah Bailin is a democracy analyst and ACLS Public
Fellow in the Center for Science and Democracy at the Union
of Concerned Scientists (UCS). Gretchen Goldman is an
analyst in the Center for Science and Democracy at UCS.
Pallavi Phartiyal is a senior analyst and program manager
for the Center for Science and Democracy at UCS.
ACKNOWLEDGMENTS
This report was made possible by the generous support of UCS members. The
authors would like to thank the following external reviewers and consultants for
their time and thoughtful input: Nicholas Freudenberg (City University of New
York School of Public Health and Hunter College), Robert Lustig (University of
California, San Francisco), Katherine Parkin (Monmouth University), Michele
Simon (Eat Drink Politics), and William Wiist (University of Northern Arizona,
retired). We also would like to thank the many UCS staf members who reviewed,
edited, and otherwise helped shape the direction of this report: Daniel Brito, Dan-
ielle Fox, Michael Halpern, Aaron Huertas, Yogin Kothari, Jef OHara, Brian
Middleton, Kathleen Rest, Andrew Rosenberg, Ricardo Salvador, Seth Shulman,
Karen Perry Stillerman, Bryan Wadsworth, and Celia Wexler. Special thanks go
to Christina Carlson and Lindsey Fong for their invaluable research assistance.
Finally, we would like to thank Karin Matchett for her masterly editing and
Penny Michalak for her deft layout and design. Organizational afliations are
listed for identication purposes only.
The opinions expressed herein do not necessarily reect those of the orga-
nizations that funded the work or the individuals who reviewed it. The authors
bear sole responsibility for the reports content.
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