The Use of Brand Mascots and Media Characters – Opportunities for Responsible Food Marketing to Children

This US-based issue brief examines the evidence on how food, beverage, restaurant, and entertainment companies have used brand mascots and cartoon media characters to influence children’s diet and health. The papers also highlight how food, beverage, and restaurant industry leaders can be held accountable for their marketing practices and respond to appeals from parents, public health experts, and consumer groups to strengthen voluntary commitments to ensure that brand mascots and media characters are used responsibly to promote only healthy food and beverage products to children ages 14 and younger.