Television Food Advertising to Children: A Global Perspective

Kelly, Bridget; Halford, Jason C.G.; Boyland, Emma; Chapman, Kathy; Bautista-Castaño, Inmaculada; Berg, Christina; Caroli, Margherita; Cook, Brian; Coutinho, Janine Giuberti; Effertz, Tobias; Grammatikaki, Evangelia; Keller, Kathleen L.; Leung, Raymond; Μanios, Yannis; Monteiro, Renata; Pedley, C.; Prell, Hillevi; Raine, Kim D.; Recine, Elisabetta; Serra-Majem, Lluís; Singh, Swaiman; Summerbell, Carolyn

doi:10.2105/ajph.2009.179267

Cited by 349 publications

(399 citation statements)

References 13 publications

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“…This corroborates and extends previous research (23) . The same appeared to be true for TV channels viewed by adolescents.…”

Section: Discussionsupporting

confidence: 93%

“…It neglects the fact that advertising is first designed to appeal to a certain target group and second is aired when the target audience is most likely to be watching, namely during certain peak viewing times and programmes. We thus extend the findings from Kelly et al (23) by analysing commercial content in the ten most popular TV channels watched by German children. In order to address this question, we compare food commercials with those for toys, since the latter represents a 'classical' product group for children.…”

supporting

confidence: 60%

“…Channel selfpromotions were not treated as commercials and hence not included in the documentation. We also coded the time period as either peak or non-peak viewing time similar to Kelly et al (23) . Peak viewing times were considered as from 13.00 to 15.00 hours and from 17.00 to 21.00 hours for both weekdays and weekend days.…”

Section: Codingmentioning

confidence: 99%

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Do television food commercials target children in Germany?

Effertz

Wilcke

2011

Public Health Nutr.

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Objective: To examine whether the German food industry directs commercials for unhealthy products to children and whether self-administered voluntary restrictions on the promotion of less healthy foods (the EU Pledge) are effective to mitigate this exposure. Design: By analysing German data from television (TV) channels, advertised products were categorized and food products classified as core foods (healthy) and non-core foods (less healthy). Marketing techniques were documented. Food commercials were furthermore compared with commercials for toy products, and comparisons were made between advertising patterns before and after the EU Pledge. Setting: Data for ten German TV channels were recorded for two weekdays and two weekend days from 06.00 to 22. 9 % of TV commercials were for food products, of which 73 % were for non-core foods, 21 % for core foods and 6 % not classified. In three specified channels widely viewed by children and youth, 14?5 % of commercials were for food products, of which 88?2 % were for non-core foods. Commercials for unhealthy foods were broadcast significantly more often during children's peak viewing and in children's programmes, with a higher use of promotional characters and premiums than found in commercials for non-food products. In 2010, analysis of the three specified channels found that 18?5 % of commercials were for food products, of which 98?2 % were for non-core foods. While the use of premiums decreased compared with other commercials, the use of promotional characters in non-core food commercials increased, especially during children's programmes. Conclusions: Children in Germany are exposed to large numbers of food commercials. The exposure to commercials for non-core foods and the use of techniques attractive to children are widespread and appear to have remained unaffected by the announcement of the EU Pledge in December 2007. We conclude that the industry's voluntary agreement has failed to fulfil its declared purpose.

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“…This corroborates and extends previous research (23) . The same appeared to be true for TV channels viewed by adolescents.…”

Section: Discussionsupporting

confidence: 93%

supporting

confidence: 60%

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Do television food commercials target children in Germany?

Effertz

Wilcke

2011

Public Health Nutr.

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“…Advertised foods and drinks were classified as core/healthy, non-core/unhealthy and miscellaneous based on a classification system used in previous research on outdoor advertising (Kelly et al, 2008) and international research on television food advertising (Kelly et al, 2010). This classification system was refined to include a wider range of traditional Asian foods available in Mongolia and The Philippines (Table 2).…”

Section: Data Collection and Codingmentioning

confidence: 99%

“…While information on the prevalence of food and beverage marketing in low and middle income countries is limited, with only a few studies available that measured advertising on television (Consumers International, 2008;Kelly et al, 2010), it has been suggested that children in developing countries may be more vulnerable to food promotion because they have been traditionally less familiar with, and potentially less critical of, advertising (Hastings, McDermott, Angus, Stead, Thomson, 2006).…”

Section: Introductionmentioning

confidence: 99%

Density of outdoor food and beverage advertising around schools in Ulaanbaatar (Mongolia) and Manila (The Philippines) and implications for policy

Kelly

King

Jamiyan

et al. 2014

Critical Public Health

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Children's exposure to unhealthy food marketing is recognised by leading international health organisations as a probable causal factor for obesity. Outdoor advertising near schools embeds commercial food messages into children's everyday lives and acts as a cue for food purchases. This project aimed to describe food advertising in the area around schools in two demographically and culturally disparate cities in the Asia Pacific Region. Data on outdoor food advertising were collected from the area within 500 m of 30 primary schools in each of two cities: Ulaanbaatar, Mongolia and Manila, The Philippines. For each food advertisement, information was collected on: distance from the school (within 250 or 500 m); size, setting, type and position of the advertisement; and the food/drink product type promoted (core/healthy, non-core/unhealthy and miscellaneous). Density of advertisements was calculated per 100 m 2 . The density of food advertising was twice as high in the area closest to schools compared to the area further from schools (.9 vs. .5 in Ulaanbaatar and 6.5 vs. 3.3 advertisements per 100 m 2 in Manila). Almost all food advertisements were for non-core/ unhealthy foods/drinks (92% in Ulaanbaatar and 85% in Manila), and soft drinks were most frequently promoted. Children in Ulaanbaatar and Manila are exposed to large numbers of advertisements for unhealthy foods/drinks on their way to and from school, and these are particularly clustered within the immediate vicinity of schools. Clear directions for policy development are outlined to reduce children's exposure to this marketing, including restricting the placement and content of outdoor advertising.

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Food Marketing to Youth

Grow

Schwartz

2014

JAMA

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Television Food Advertising to Children: A Global Perspective

Cited by 349 publications

References 13 publications

Do television food commercials target children in Germany?

Do television food commercials target children in Germany?

Density of outdoor food and beverage advertising around schools in Ulaanbaatar (Mongolia) and Manila (The Philippines) and implications for policy

Food Marketing to Youth

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