Michael Phelps’ Frosted Flakes and McDonald’s Endorsements is being criticized by the Children’s International Obesity Foundation and parents. The CIOF said in a statement Friday: “As a role model and Olympic hero to America’s children, Michael Phelps — and all athletes and celebrities — are asked to reconsider any connection to substances suspected as agents of obesity, including sugary cereals, soft drinks and other foods with refined carbohydrates, saturated fats, trans fats and high fructose corn syrup.”
The statement was in reference to the documentary, Killer At Large, about the causes and effects of obesity in children, which will be released in November in New York. Bryan Young, one of the producers of the documentary, had this to say in a recent statement: “As we set out to look at the causes of obesity in our film, Killer at Large, we found that one of the most prevalent contributors to childhood obesity is the overwhelming amount of advertising directed at our nation’s youth that confuses unhealthy food with messages of wellness.
Michael Phelps’ endorsement will undoubtedly influence more children to nag their parents for products that endanger their health so that they can go home, consume these products and gain weight instead of becoming gold medalists. This is unconscionable and we hope that Michael Phelps reconsiders his endorsement contracts.”
Phelps’, winner of eight gold medals at the Beijing Olympics, will be featured on Frosted Flakes and Corn Flakes boxes expected to be in stores by mid-September. Can you say Product Placement? Douglas Castle, senior advisor to the Children’s International Obesity Foundation (CIOF), said: “Public figures like Michael Phelps exert a major influence over our youngsters. CIOF believes that celebrities should think twice before choosing to endorse or encourage the consumption of any product which is inherently unhealthful (sic) to children, especially if that product is correlated to obesity, diabetes and a myriad of dangerous conditions.”
Marta Cyhan, vice-president of global promotions at the Kellogg Company, has said: “Michael embodies the values behind our Frosted Flakes Earn Your Stripes programme. “As an official sponsor of the 2008 US Olympic team and a proud sponsor of Phelps, it is only fitting that Kellogg Company feature this world-class athlete on its iconic boxes of Kellogg’s Corn Flakes and Kellogg’s Frosted Flakes cereals.” Product Placement!
“Sports Agent Peter Carlisle is making a strategic branding mistake by aligning Michael Phelps to Kellogg’s Frosted Flakes and McDonald’s. In this era of escalating child obesity and diabetes, the last association Michael Phelps wants is that of ‘junk food pusher’,” said MeMe Roth of National Action Against Obesity (NAAO) and the Children’s International Obesity Foundation.
“While Michael Phelps may consume thousands of calories a day and burn them off through Olympic training, America’s kids aren’t so lucky–they’re fat, sickly, and have little hope of accomplishing a single sit-up much less Olympic Gold. Kids are watching, and Michael Phelps’ going for the quick cash of pushing junk food at the expense of children tarnishes his image similar to an association with cigarettes or alcohol would. National Action Against Obesity and the Children’s International Obesity Foundation implore Michael Phelps, and all celebrities and athletes, to reject offers to push more sugar, fat, and hazardous calories onto America’s kids.”
Kellogg’s recent promise to stop marketing junk food to the under-12 set has gaping loopholes allowing them to push sugary cereals such as Frosted Flakes onto unsuspecting children. The nutrition label reveals scant fiber and protein, yet 12 grams of sugar (equal to three teaspoons), for a modest three-quarter cup of Michael Phelps-emblazoned Frosted Flakes. “That’s no breakfast of champions,” said Roth.
Kellogg’s may think Michael Phelps’ sugar-coated endorsement deal is grrreat…., along with endorsements by fat-inducing McDonald’s, but many parents and child obesity advocates see it as nothing more than Product Placement and the taste is oh-so-bitter.
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Hi Lin,
Think I’m going to have to disagree on this post. I don’t see anything wrong with Michael Phelps endorsing things like frosted flakes and McDonalds, since according to the press accounts, That’s what He Eats.
I think it would actually be a bit more along the lines of “disingenuous marketing” were he to suddenly endorse “healthier” alternatives.
Also, while I’m no fan of the big food companies (it’s a very tough challenge to shop for healthy food), ultimately, isn’t it ultimately parents responsibility to ensure that our kids are making healthy eating choices?
Kids can beg all they want for Frosted Flakes or Happy Meals … but, that doesn’t mean we have to let them have it.
Just my two pennies,
Todd
I am beginning to feel sorry for the young Michael Phelps. He has no idea what he has let himself in for by accomplishing such an incredible feat as winning 8 gold medals. The fame is going to hit him like a tidal wave. He is going to realize that he will NEVER be able to please everyone. I only hope that this fame, and the accompanying negativity that will go along with it thanks to blog posts like this one, doesn’t destroy him. He is only 23 years old and already the glory of his moment is pushed into the background, in true American fashion, while we all focus now on the fact that his pic on a bloody box of sugary cereal. Michael Phelps made the statement that Frosted Flakes was HIS personal favorite cereal before he was ever selected to endorse it. Why shouldn’t he endorse a product he enjoys??? And since when is it HIS responsibility to make sure that America’s children exercise?? Or even what they eat??? I have two kids who could eat a box of that cereal each and every day and still LOSE weight. No kidding, such are their amazing metabolisms. But that’s them. It’s not everyone. Accordingly, if we’re talking about children and their foodstuffs, it is their PARENTS’ responsibility to see to it that their kids eat well, NOT Michael Phelps! What goes into my childrens’ mouths is MY responsibility and no one else’s!! As they grow older, they’ll make their own decisions and hopefully those decisions will be good ones. I totally enjoyed the Olympics and the swimming was a big part of that. The dedication, the talent, the competition was inspiring. Why don’t you focus on THAT instead of the bloody obvious because articles like the one you just posted are such as easy target you may as well stick a bullseye on it. Excuse me while I go fix a bowl of Frosted Flakes. Two of ‘em.
I must agree with one of your earlier respondents. Phelps would be a hypocrite if he endorsed something he was not thrilled about. If he loves Frosted Flakes and McDonalds, then that is what he can genuinely endorse. I understand that due to his amazing accomplishments he is like a real life super hero and that he will now–whether he wants it or not–be held to a higher standard. Yet part of this should also be honesty. Kids are not overweight due to celebrity endorsements. They are heavy because they have not been taught to eat right. And that is wholly the parent’s responsibility.
I thoroughly enjoyed watching Michael Phelps’ win all 8 gold medals during the Olympics. What he accomplished is amazing and historic. I also believe he deserves every opportunity to endorse whatever product he chooses, including Frosted Flakes and whatever other cereal or food items he wants to.
I also agree that celebrities and sports figures influence (to some degree) in getting kids to “nag” their parents to buy these products. I’ve said many times throughout quite a few posts that parents have the ultimate responsibility to decide whether or not to buy certain products or food items for their kids, and my post about childhood obesity should make that clear.
If a parent is persuaded to buy these items by way of nagging and begging, then the parent is to “blame” or is responsible for it, not the celebrity endorsing the product. I wish I had put that in the post. Honest mistake on my part.
I do, however, agree that “product placement” of ALL kinds of products by marketers (clothes, toys, shoes, cars, etc etc etc…) is a problem that many people (and many bloggers) have spoken/written about. I’m not the first person to write about or talk about product placement, nor will I be the last. Nor do I believe that “product placement” will ever go away, but I do believe people (including children and teens) need to be taught to recognize it and make their decision whether to buy or not buy based on that knowledge and awareness.
The officials quoted in this post have a right to their opinion as do I, and I don’t believe that Michael Phelps’ should be “blamed” in any way if a parent buys some sugary cereal for their kids, regardless of whether the child nags the parents to death or not.
My kids, and even myself, have eaten Frosted Flakes and have eaten at McDonald’s and none became overweight or obese from doing so. Moderation, portion control and exercise are important.
Where this post says “some parents” are upset about this endorsement deal, I was not referring to myself, other than the part of the product placement situation which has gone on for many, many years. The “some parents” mentioned were quoted on a number of news sites, but I decided not to include those quotes in order to not make this post so incredibly long. I wish I had made that clear as well, at least at the end of the post to avoid any confusion. Another honest mistake that emphasizes to me the importance or reading and re-reading posts several times prior to publishing.
Sorry, I have to disagree with this. As many of the commentors have said, its ultimately the parents responsibility to make sure the kids eat right. And there is nothing wrong with Frosted Flakes or McDonalds, as long its eaten in moderation. (As a treat, not a regularly scheduled meal,)
hi Lin,
I’m glad to see you wrote this article, and also your own opinion in the comment above. We agree about who has the ultimate responsibility for raising the kids – their parents. Parents need to be able to say no, or they shouldn’t be in the job. And yes, one can eat a bowl of Frosted Flakes when you’re a kid, and still grow up healthy and successful. I’m going to guess that EVERY American that won a medal at the Olympics has eaten at McDonalds at least once, but that their parents taught them not to eat there ALL THE TIME, even if a clown named Ronald McDonald said to.
It’s people that say stuff like this that really crack me up: “America’s kids aren’t so lucky–they’re fat, sickly, and have little hope of accomplishing a single sit-up much less Olympic Gold.”
Our kids have no hope of ever doing a sit up? I didn’t realize how bad things are. Help, save me!
~ Steve, aka “display booths”
PS. I’m not endorsing Frosted Flakes since I’ve never had any (it’s true). I grew up on Grape Nuts (which I added sugar to, lots of sugar…).
Hi Steve, this is definitely a controversial topic for people and I also laughed when I read that quote about “kids aren’t so lucky, fat, sickly and have little hope of accomplishing a single sit-up” etc.
Please….if parents aren’t doing what they need to do about getting their kids to eat healthy and in moderation, with various forms of exercise to burn off extra calories, it’s not Michael Phelps’ fault or the fault of the food they’ve eaten.
Obesity in children is definitely a problem in society, especially in America, based on the statistics etc. But, the only people to blame for kids being overweight or obese is the parents who are stuffing their kids with the wrong foods and in the wrong amounts. Anytime I’ve seen an obese or grossly overweight child, their obese and overweight parent(s) aren’t far away.
hi Lin,
I had to chuckle when I read your comment. There is no doubt that you are Telling It Like It Is! You hit the name on the head when you said “the wrong foods and in the wrong amounts“.
~ Steve, aka Mr “Display Booths”
PS. Don’t get me wrong. I don’t like Product Placement, and I think that if it’s true that supermarkets put the sugary colorful cereal boxes on the lower shelf on purpose where the kids will see them, that’s sleazy. It’s also called marketing, freedom, and capitalism, and that’s why parents need to be parents. No one ever said it was an easy job (I’ll just say it’s the best job I’ve ever had!). ~ Steve (aka display booths)
Steve, it’s the targeted marketing towards children in particular that has the officials mentioned in this post so upset. Just like one of my archived posts about “the sexualization of children” with “sexy” adult-clothing styles etc being marketed on purpose towards very young children has so many people/parents upset. And with good reason. There again, it’s the parents responsibility to say no to this stuff even if/when kids beg and plead to their parents to buy the stuff. I do think marketers have gone too far in some cases to get their product(s) in the hands of kids, and I do think there is a line that should be drawn. Where that line should be drawn is still up for debate.
Nothing is wrong with Michael endorsing those fast food places. The parents are responsible for taking and buying the food for their children and they do have foods that are not as fatening as others. All have water to drink of which my granddaughter all order. McDonald’s does have fresh fruit, yogurt, grilled chicken, salads. You have to choose what you want. I’m tired of the excuses always being the fast food places, when in essence it is the parents responsibility.
Annakat, it really is all about parental responsibility and food choice. You’re right, McDonald’s DOES have healthy food choices available on their menu. I LOVE their grilled chicken salad.
I’m shocked when I hear about kids, teens and even adults who say they “hate vegetables” and “will never eat vegetables”. That’s pretty sad since there are sooo many ways of “hiding” vegetables in meals and sauces that kids/teens get the nutrition needed without even knowing it’s there.
I’m with display booths on this one. Ultimately the responsibility with regards to our children’s health lies on our hands, the parents. Our children will be exposed to a lot more than a cereal commercial and we will not be able to protect them all the time. But being a responsible parent who exhibits good examples on all aspects of life will definitely help.
Types of food is not the only reason why our children are obese. They are obese because we’ve failed to give them enough physical activities.
Chris you are right we must teach our children how to make responsible choices in life, not only in what they choose but in all areas of their life. A child is not born liking french fries or greasy hamburgers and milk shakes. If we only ordered our children healthy food when we went to these fast food places they would not know the difference. Parents don’t want the responsibility of having to say no to their kids, they don’t want to have to cope with them it is easier to blame the fast food places than take responsible for their own children.
Hi Chris,
It’s amazing to me how so-called technology such as video games and computer games etc have become a child’s “baby sitter” in so many homes and parents aren’t taking responsibility towards providing their kids opportunities to get exercise outside.
Getting a good amount of exercise through playing, running, climbing, riding bikes, playing at the park, etc would do a lot of good for kids who eat fast food (not that I’m saying it’s good to eat fast food all the time) as well as healthy food.
Hi Walt,
I LOVE where you said “A child is not born liking french fries or greasy hamburgers and milk shakes.” And you are so right about parents not wanting to take responsibility of having to say no to their kids. VERY good point!
I’m in agreement with parents supervision of what their kids consume. I don’t think McDonalds nor Frosted Flakes are to blame entirely for promoting their bad products. If they’re not to blame, there are hundreds of others ready to fatten your kids.
Parents just have to aware and involved in their children’s activities. The dangers are everywhere. This is just two out of a hundreds more.
Hi Rudy, Askimet didn’t like your comment I guess.
I just wish there were more parents who were involved in getting their kids into active play, active exercise, or just plain Be Active. So many kids are leading a sedentary lifestyle, parked in front of the television and playing video games etc, that they’re not getting the needed activities to burn off the xtra calories they are consuming. Then their parents wonder and appear puzzled when their family doctor tells the parents their kid needs to be put on a diet and an exercise program. sigh…….