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Analysis of Food Advertising in Children's TV Programming
Author(s) -
Cosenza Emma Lucia,
MoralesJuárez Analí,
KrokerLobos Maria Fernanda,
Vandevijvere Stefanie,
RamirezZea Manuel
Publication year - 2017
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.31.1_supplement.45.2
Subject(s) - advertising , added sugar , overweight , unhealthy food , obesity , food choice , food marketing , sugar , psychology , marketing , business , environmental health , medicine , food science , chemistry , pathology
Background Guatemala, as most middle‐income countries, experiences a rise of overweight and obesity in school‐aged children. Food advertising on TV has been shown to affect children's food choices and intake. Objective The aim of this study was to assess, for the first time, the extent and nature (e.g. persuasive techniques and claims) of food advertisements, targeted at children on the most watched TV channels featuring children's shows. Methods The methodology of the International Network for Food and Obesity Non‐Communicable Diseases Research, Monitoring and Action Support (INFORMAS) was used. We recorded 864h (from 6:00 am to 12:00 am) of TV programming during 4 weekend days and 4 weekdays on the 6 most viewed TV channels featuring children's shows (1 local and 5 cable channels), during the period July–September 2016, excluding school holidays. Foods advertised were classified in the following groups: sugar‐sweetened beverages, snacks and sweets, sugar‐sweetened cereals, fast food restaurants, and dairy products with sugar. Results Of all advertisements, 19% (2,709 of 14589) were food related commercials, of which 54% (n= 1,459) were for energy‐dense foods. Forty one percent of energy‐dense food ads used both promotional characters (i.e., cartoons, famous personalities, and elements related to kids) and premium offers (i.e., collectibles, gifts, discounts, apps). Premium offers were most of the times accompanied by promotional characters (99% of cases). Concerning claims, 22% of energy‐dense food ads used both brand benefit claims (i.e., emotive claims) and health claims (i.e., health related ingredient claims), 72% presented only brand benefit claims, and 6% depicted exclusively health claims. Conclusion This study revealed that Guatemalan TV channels featuring children's shows have a high frequency of energy‐dense food ads and of persuasive marketing techniques in them. There is a need of monitoring and regulating food advertisements in TV channels featuring children's shows to reduce exposure. Support or Funding Information International Development Research Center (IDRC)