Transcript Chapter 156

Implementing Junk Food and Beverage Marketing Bans in Schools
Sara M.A. Donahue, MPH,1 Michele Polacsek, PhD, MHS,2 Karen O'Rourke, MPH,3 Janet Whatley Blum, ScD,4 Liam O'Brien, PhD,5 Britney Nelson, BS4
1. Department of Community Health Sciences, Boston University School of Public Health, Boston, MA; 2. College of Graduate Studies, Graduate Programs in Public Health, University of New England, Portland, ME;
3. Center for Community and Public Health, University of New England, Portland, ME; 4. Exercise, Health, and Sport Sciences Department, University of Southern Maine, Gorham, ME; 5. Department of Mathematics and Statistics, Colby College, Waterville, ME
Background
Unhealthy food and beverage product marketing directed
toward children appears to be directly associated with
energy imbalance and thus may be an important contributor
to childhood obesity rates. In 2007, Maine became the first
state to pass legislation limiting the advertising of foods of
minimal nutritional value on public K-12 school campuses.
The law (Chapter 156) bans brand-specific advertising of
foods or beverages that do not meet specified nutritional
standards, anywhere on school property. Preliminary
research indicates Chapter 156 is inconsistently
implemented.
1. Evaluate the implementation of school
junk food and beverage marketing bans
and related policies
2. Identify factors that support successful
implementation and maintenance
A case study research approach was used to
perform an in-depth examination of Maine’s
experience using legislation to restrict junk food
and beverage (JFB) advertising in schools.
Preliminary findings report on observational and
interview data from a cross sectional study
conducted in early 2010. School grounds were
observed, school documents reviewed, and
school administrators were interviewed in each
of 20 randomly-selected Maine high schools.
To date, few research efforts have been specifically
designed to examine school food and beverage marketing
policy implementation, and there has been no in-depth
examination of Maine's legislation.
“Chapter 156” – LD 184, An Act To Protect Children’s Health on School Grounds
Food and beverage advertising section: Brand-specific advertising of food or beverages is prohibited in school buildings or on
school grounds except for food and beverages meeting standards for sale or distribution on school grounds in accordance with
rules adopted under subsection 2 [Chapter 51 standard]. For the purposes of this subsection, "advertising" does not include
advertising on broadcast media or in print media such as newspapers and magazines, clothing with brand images worn on
school grounds or advertising on product packaging.
Chapter 156 timeline
Development
Enactment
2006
2005
2004
2003
 Beverage industry
and Department of
Education (DOE)
agree that suppliers
will remove softdrink ads from
school campuses
 Commission to
Study Public Health
convenes: 27
recommendations
to combat obesity
in Maine, including
a ban on advertising
unhealthy foods and
beverages on school
grounds
 DOE adopts
nutrition rule
banning FMNV sale
at any time on
school property
(Chapter 51, box)
 Public opinion
poll demonstrates
support for
banning JFB ads
from school grounds
and playing fields
 School JFB
advertising law
killed in committee
 Federal School
Wellness Policy
compliance
requirement
 Focus groups
confirm public
support for
prohibiting junk
food advertising in
schools
2007
 State legislature
passes LD 184,
“An Act to Protect
Children's Health on
School Grounds,”
banning marketing
of FMNV anywhere
on school grounds
Preliminary Findings
Methods
Aims
Implementation
2010
 Study of compliance
with and
implementation of
Chapter 156
Chapter 51 nutrition standards: Prohibits sale of foods not exceeding US Department of Agriculture
Foods of Minimal Nutritional Value (FMNV) standard of ≥ 5% of one of eight specified nutrients per
serving (protein, vitamin A, vitamin C, niacin, riboflavin, thiamine, calcium and iron). Candy can
only be sold as a fundraiser and must be sold away from the school property. Exceptions permitted,
including FMNV sale in teacher’s lounges and during an event.
Implementation activities in schools
Vendors replaced scoreboard signs and/or vending machine panels with compliant ads
Staff reviewed food and beverage marketing
School or district policies were revised
Activities to comply with Chapter 51 eliminated not-compliant foods and thus reduced
marketing of foods of minimal nutritional value (FMNV) in certain settings
 Schools promoted compliant foods and beverages
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Chapter 156 compliance and awareness
 17 of 20 schools (85%) had not-compliant marketing on posters/signs or vending;
63% of schools had this marketing on score boards
 Approximately 17% of all marketing instances observed were not-compliant
 Less than half of school administrator interviewees knew about Chapter 156
 Not-compliant marketing was observed in 12 of 13 schools in which at least
1 administrator knew about the law
Schools’ resource needs
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Information related to the law, including a clear definition of what is banned
Information on other schools’ experiences
Assessment tool to identify marketing
Counter marketing resources
Alternative fundraising opportunities
Next steps
 Continue interview and document analysis
 Conduct key informant interviews with
individuals who have knowledge of Chapter 156
and related policies and practices
 Examine how “grey” areas of boosters and
other fundraising relate to Chapter 156
 Develop public health practice products
 Written case study and teaching case
 Chapter 156 implementation toolkit proposal
 Policy brief for a national audience