Exposure of Children to Unhealthy Food and Beverage Advertisements in South Africa

Abstract

Television (TV) is a powerful medium for marketing food and beverages. Food and beverage marketers tend to use this medium to target children with the hope that children will in turn influence their families’ food choices. No study has assessed the compliance of TV marketers with the South African Marketing to Children pledge since the enactment of the 2014 food advertising recommendations by the South African Department of Health and the Advertising Standards Authority. This study investigated the extent and nature of advertising of unhealthy versus healthy food and beverages to children in South African TV broadcasting channels. The date, time, type, frequency and target audience of food advertisements (ads) on four free-to-air South African TV channels were recorded and captured using a structured assessment guide. The presence of persuasive marketing techniques was also assessed. Unhealthy food and beverage advertising was recorded at a significantly higher rate compared with healthy food and beverages during the time frame when children were likely to be watching TV. Brand benefit claims, health claims and power strategies (e.g., advertising using cartoon characters and celebrated individuals) were used as persuasive strategies. These persuasive strategies were used more in unhealthy versus healthy food ads. The findings are in breach of the South African Marketing to Children pledge and suggest a failure of the industry self-regulation system. We recommend the introduction of monitored and enforced statutory regulations to ensure healthy TV food advertising space.

Children’s exposure to television advertising of unhealthy foods and beverages across four countries of WHO European Region

“…The average frequency was higher in the other three countries compared to the published results from 22 countries [3] and in some recent studies [40].…”

Commentary on South Africa’s syndemic of undernutrition, obesity, and climate change

“…42,43 Child directed marketing of unhealthy foods and beverages, in violation of South African law regulating fair marketing practices in relation to infant and young child food products, is another example of concerning marketing practices. 44,45 Beyond children, marketing of unhealthy food and beverages have also been shown to target vulnerable socio-economic classes. For example, a study reporting on marketing practices found that food producers target advertisements of starchy food to poorer black South Africans.…”

Beverage industry’s advertising expenditures and airtimes in South Africa from 2013 to 2019 target children and families

“…Manufacturers market or advertise their products using media outlets such as television, radio, print, and internet. 14 , 29 , 30 …”