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Comparative Study
. 2010 Sep;100(9):1730-6.
doi: 10.2105/AJPH.2009.179267. Epub 2010 Jul 15.

Television food advertising to children: a global perspective

Bridget Kelly  1 , Jason C G Halford, Emma J Boyland, Kathy Chapman, Inmaculada Bautista-Castaño, Christina Berg, Margherita Caroli, Brian Cook, Janine G Coutinho, Tobias Effertz, Evangelia Grammatikaki, Kathleen Keller, Raymond Leung, Yannis Manios, Renata Monteiro, Claire Pedley, Hillevi Prell, Kim Raine, Elisabetta Recine, Lluis Serra-Majem, Sonia Singh, Carolyn Summerbell
Affiliations
Comparative Study

Television food advertising to children: a global perspective

Bridget Kelly et al. Am J Public Health. 2010 Sep.

Abstract

Objectives: We compared television food advertising to children in several countries.

Methods: We undertook a collaboration among 13 research groups in Australia, Asia, Western Europe, and North and South America. Each group recorded programming for 2 weekdays and 2 weekend days between 6:00 and 22:00, for the 3 channels most watched by children, between October 2007 and March 2008. We classified food advertisements as core (nutrient dense, low in energy), noncore (high in undesirable nutrients or energy, as defined by dietary standards), or miscellaneous. We also categorized thematic content (promotional characters and premiums).

Results: Food advertisements composed 11% to 29% of advertisements. Noncore foods were featured in 53% to 87% of food advertisements, and the rate of noncore food advertising was higher during children's peak viewing times. Most food advertisements containing persuasive marketing were for noncore products.

Conclusions: Across all sampled countries, children were exposed to high volumes of television advertising for unhealthy foods, featuring child-oriented persuasive techniques. Because of the proven connections between food advertising, preferences, and consumption, our findings lend support to calls for regulation of food advertising during children's peak viewing times.

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Figures

FIGURE 1
FIGURE 1
Proportion of major food groups advertised, by country.
FIGURE 2
FIGURE 2
Proportion of major food groups advertised with persuasive marketing, by country.
See this image and copyright information in PMC

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