Healthy Skepticism Library item: 3799

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Neville L, Thomas M, Bauman A.
Food advertising on Australian television: the extent of children's exposure.
Health Promot Int 2005 Jun 01; 20:(2):105-12
http://heapro.oxfordjournals.org/cgi/content/full/20/2/105

Abstract:

The objective of this study was to investigate the extent and nature of food advertising during Australian children’s television (TV) viewing hours and programs, and to determine whether confectionery and fast food restaurant advertisements were more likely to be broadcast during children’s programs than during adults’ programs on Sydney television stations. One week (390 h) of Australian advertising data broadcast during children’s TV viewing hours over 15 television stations were analysed to determine the proportion of food advertisements and, in turn, the proportion of those advertisements promoting foods high in fat and/or sugar. One week (346 h) of confectionery and fast food restaurant advertisements broadcast over three Sydney television stations were analysed to determine whether these types of advertisements were more likely to be advertised during children’s programs than adults’ programs. Half of all food advertisements promoted foods high in fat and/or sugar. ‘Confectionery’ and ‘fast food restaurants’ were the most advertised food categories during children’s TV viewing hours. Confectionery advertisements were three times as likely, and fast food restaurant advertisements twice as likely, to be broadcast during children’s programs than adults’ programs. It can be concluded that foods most advertised during children’s viewing hours are not those foods that contribute to a healthy diet for children. Confectionery and fast food restaurant advertising appears to target children. Australian children need protection from the targeted promotion of unhealthy foods on television, but currently little exists.

Keywords:
Advertising/utilization* Child Child, Preschool Female Food Industry/organization & administration* Humans Male New South Wales Obesity/prevention & control Research Support, Non-U.S. Gov't Television*