The extent and nature of televised food advertising to New Zealand children and adolescents

Objective: There has been international concern over the balance of television advertising for healthy and less‐healthy foods to which children and adolescents are exposed. This study examined the extent to which 9–17 year old New Zealanders were exposed to advertising for different food groups over a year and compared New Zealand rates of advertising with a 13‐country study. Method: ‘People meter’ data collected over three months ‐ May and September 1995 and February 1996 ‐ and food advertising from a sample week of television during hours when children were likely to be watching were also examined. Comparison was made with a similar 1989 South Australian study and an international study covering 13 countries. Results: Both the exposure estimated for a year and the opportunities for exposure during the sample week were highest for sweet snacks, drinks, fast food/takeaways and breakfast cereals. There were very low levels for fruit, vegetables, and meat/fish/ eggs. Water was not advertised in any sample month. Comparisons with the 13‐country study showed New Zealand had the third‐highest rate of food advertising, the highest rate of confectionery and drinks advertising, and the second‐highest rate of restaurant advertising which included fast food restaurants. Conclusion: Current patterns of food advertising pose a conflict of interest between public health and commercial interests. Regulation of food advertising may be needed to address this in order to improve future health.