Awareness of marketing for high fat, salt or sugar foods, and the association with higher weekly consumption among adolescents: a rejoinder to the UK government’s consultations on marketing regulation

Abstract

Objective: Exposure to marketing for foods high in fat, salt or sugar (HFSS) reportedly influences consumption, nutritional knowledge and diet-related health among adolescents. In 2018/2019, the UK government held two consultations about introducing new restrictions on marketing for HFSS foods. To reinforce why these restrictions are needed, we examined adolescents’ awareness of marketing for HFSS foods, and the association between past month awareness and weekly HFSS food consumption. Design: Cross-sectional survey that measured past month awareness of ten marketing activities for HFSS foods (1 = everyday; 6 = not in last month). Frequencies were converted into aggregate past month awareness across marketing activities and grouped into three categories (low/medium/high). Consumption was self-reported for fifteen foods (twelve HFSS) (1 = few times/d; 9 = never). For each food, frequency was divided into higher/lower weekly consumption. Setting: United Kingdom. Participants: 11–19-year-olds (n 3348). Results: Most adolescents (90·8 %) reported awareness of a least one marketing activity for HFSS foods, and at least half reported seeing ≥70 instances in the past month. Television, social media and price offers were the marketing activities most frequently reported. Awareness was associated with higher weekly consumption for ten of the twelve HFSS foods. For example, those reporting medium marketing awareness were 1·5 times more likely to report higher weekly consumption of cakes/biscuits compared with those reporting low awareness (AOR = 1·51, P = 0·012). The likelihood of higher weekly HFSS food consumption increased relative to the level of marketing awareness. Conclusions: Assuming there is a causal relationship between marketing awareness and consumption, the restrictions proposed by the UK government are likely to help reduce HFSS consumption.

Adolescents’ Reactions to Adverts for Fast-Food and Confectionery Brands That are High in Fat, Salt, and/or Sugar (HFSS), and Possible Implications for Future Research and Regulation: Findings from a Cross-Sectional Survey of 11–19 Year Olds in the United Kingdom

“…The data were obtained from the 2017 Youth Obesity Policy Survey, an online cross-sectional survey with 11-19 year olds in the UK (n = 3348), conducted between April and May 2017 [1,35]. The survey was hosted by YouGov, a market research company, who recruited a sample intended to be representative of the UK population from their online panel.…”

“…Participants were shown two adverts for HFSS food brands: (1) a fast-food brand and (2) a confectionery (sweets) brand that is an affordable with 'pocket money' brand (i.e., a small amount of money typically given to young people on a regular basis for minor expenses). Due to available space in the survey, which covered a variety of topics related to diet and health [1,35], we were limited to two HFSS adverts. We deliberately chose adverts that did not contain price offers, promotions, or competitions, which may have influenced reactions.…”

“…Adolescents in the United Kingdom (UK) are exposed to a variety of marketing activities for food and drinks that are high in fat, salt, and/or sugar (hereafter 'HFSS foods'), ranging from mass media advertising to subtle marketing activities (e.g., sponsorship and celebrity endorsement) [1,2]. Specifically, in a previous study, nine out of ten [11][12][13][14][15][16][17][18][19] year olds in the UK recalled seeing at least one marketing activity for HFSS foods in the past month and around one in six recalled seeing television adverts, social media adverts, or special price offers every day [1].…”

“…Adolescents in the United Kingdom (UK) are exposed to a variety of marketing activities for food and drinks that are high in fat, salt, and/or sugar (hereafter 'HFSS foods'), ranging from mass media advertising to subtle marketing activities (e.g., sponsorship and celebrity endorsement) [1,2]. Specifically, in a previous study, nine out of ten [11][12][13][14][15][16][17][18][19] year olds in the UK recalled seeing at least one marketing activity for HFSS foods in the past month and around one in six recalled seeing television adverts, social media adverts, or special price offers every day [1]. Reviews of research consistently suggest that exposure to marketing for HFSS foods has a consequential impact on dietary-related attitudes and behavior among children and adolescents, including increased consumption, encouraging parents to purchase (i.e., 'pester power'), and poorer nutritional knowledge [1,[3][4][5][6].…”

“…In the UK, existing statutory controls prohibit advertising for HFSS foods on television during children's programs or programs with a disproportionately high child audience [28]. In 2019, the UK Government also consulted on introducing additional placement restrictions, such as limiting television and online advertising for HFSS foods to 21:30-05:30 (i.e., a 'watershed'); the outcome of this consultation is due to be announced in 2020 [1,29,30]. Where marketing activities for HFSS foods are permitted, content is self-regulated by a combination of the advertising and marketing industries and the food and drink producers [31].…”