Marketing of foods and beverages in schools: State-level policies to reduce the impact on childhood obesity

BACKGROUND: Restrictions on food/beverage marketing and prohibitions on using food as a reward in schools are among the recommended efforts to combat childhood obesity. In July of 2008, the WV Board of Education adopted new Standards for School Nutrition, prohibiting logos on vending machines and the use of food as a reward, in addition to establishing nutrition guidelines for all foods sold or served in schools. METHOD: School principals were surveyed as part of a multiyear evaluation of WV's state childhood obesity policies. Data were collected during the 2007-08 and 2008-09 school years, before and after adoption of the Standards. Survey items included questions regarding advertising, use of food as a reward, and fundraising. RESULTS: Response rates were 84% (n=586) and 87% (n=601) for Years 1 and 2, respectively. Prior to adopting the Standards, 38% of principals reported prohibiting the use of food as a reward; 45% reported prohibiting commercial advertising for foods/beverages on school premises; and 18% reported prohibiting selling foods as fundraisers. In Year 2, 21% of principals reported use of food or food coupons as rewards, despite state-level prohibitions. More than 70% of principals reported school-level policies to restrict food/beverage marketing in school buildings, on school grounds, and in school publications, and 30% reported prohibiting foods as fundraisers. Almost half reported that fundraising revenues declined from the previous year. DISCUSSION: Despite improvements, food marketing remains prevalent in WV schools. Efforts are needed to assist school personnel in identifying non-food fundraisers and alternative ways to reward student achievement.