Self-regulation by industry of food marketing is having little impact during children's preferred television

Monique Potvin Kent · Lise Dubois · Alissa Wanless

71 citations0/0 files storedInternational Journal of Pediatric Obesity

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Global Public Health Policies and Epidemiology Nutrition, Health and Food Behavior Obesity, Physical Activity, Diet

Abstract

OBJECTIVE: To examine the efficacy of self-regulation of food marketing to children by comparing, during children's preferred viewing on television, the differences in food/beverage marketing between two groups of corporations: 17 corporations participating in the Canadian Children's Food and Beverage Advertising Initiative (CAI) and 35 corporations not participating (non-CAI) in this initiative. METHODS: The food/beverage marketing activities of CAI and non-CAI corporations during 99.5 hours of children's preferred viewing on television were compared. First, the preferred television viewing of 272 children aged 10-12 years from Ontario and Quebec who completed TV viewing journals for a seven-day period was determined. A total of 32 television stations were simultaneously recorded, and a content analysis of children's preferred viewing was conducted and included coding all food/beverage promotions and their nutritional content. Each food/beverage promotion was classified by corporation type (i.e., CAI or non-CAI). RESULTS: The CAI was responsible for significantly more food/beverage promotions, and used media characters and repetition more frequently in their food/beverage promotions than the non-CAI group. Nutritionally, the CAI food/beverage promotions were higher in fats, sugar, sodium and energy per 100 grams. A significantly greater proportion of the CAI food/beverage promotions were considered 'less healthy' compared to the non-CAI promotions. CONCLUSION: With the exception of the four corporations that did not market to children at all, the commitments that have been made in the CAI are not having a significant impact on the food and beverage marketing environment on television which is viewed by 10-12-year-olds.

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References

2008Can the Food Industry Play a Constructive Role in the Obesity Epidemic?2007Regulating and Litigating in the Public Interest 2004USING ANIMATED SPOKES-CHARACTERS IN ADVERTISING TO YOUNG CHILDREN: Does Increasing Attention to Advertising Necessarily Lead to Product Preference?1995The Relationship between Cartoon Trade Character Recognition and Attitude toward Product Category in Young Children 1980Children's Responses to Repetitive Television Commercials 2010Industry self regulation of television food advertising: Responsible or responsive?

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2015Reducing the volume, exposure and negative impacts of advertising for foods high in fat, sugar and salt to children: A systematic review of the evidence from statutory and self-regulatory actions and educational measures 2017Food marketing to children in Canada: a settings-based scoping review on exposure, power and impact 2014Is the reduction of chronic diseases related to food consumption in the hands of the food industry?2013Restricting marketing to children: Consensus on policy interventions to address obesity 2021Corporate political activity in the context of unhealthy food advertising restrictions across Transport for London: A qualitative case study

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