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Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019
OBJECTIVE: Exposure to unhealthy food advertising is a known determinant of children’s poor dietary behaviours. The purpose of this study was to quantify and characterize Canadian children’s exposure to food advertising on broadcast television and examine trends over time. METHODS: Objectively measu...
Autores principales: | , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer International Publishing
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8651920/ https://www.ncbi.nlm.nih.gov/pubmed/34129214 http://dx.doi.org/10.17269/s41997-021-00528-1 |
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author | Pauzé, Elise Potvin Kent, Monique |
author_facet | Pauzé, Elise Potvin Kent, Monique |
author_sort | Pauzé, Elise |
collection | PubMed |
description | OBJECTIVE: Exposure to unhealthy food advertising is a known determinant of children’s poor dietary behaviours. The purpose of this study was to quantify and characterize Canadian children’s exposure to food advertising on broadcast television and examine trends over time. METHODS: Objectively measured advertising exposure data for 19 food categories airing on 30 stations broadcast in Toronto were licenced for May 2011 and May 2019. Using ad ratings data, the average number of food advertisements viewed by children aged 2–11 years, overall, by food category and by type of television station (child-appealing, adolescent-appealing and generalist stations), was estimated per time period. RESULTS: In May 2019, children viewed an average of 136 food advertisements on television, 20% fewer than in May 2011. More than half of advertisements viewed in May 2019 promoted unhealthy food categories such as fast food (43% of exposure), candy (6%), chocolate (6%) and regular soft drinks (5%) and only 17% of their total exposure occurred on child-appealing stations. Between May 2011 and May 2019, children’s exposure increased the most, in absolute terms, for savory snack foods (+7.2 ad exposures/child), fast food (+5.4) and regular soft drinks (+5.3) with most of these increases occurring on generalist stations. CONCLUSION: Canadian children are still exposed to advertisements promoting unhealthy food categories on television despite voluntary restrictions adopted by some food companies. Statutory restrictions should be adopted and designed such that children are effectively protected from unhealthy food advertising on both stations intended for general audiences and those appealing to younger audiences. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.17269/s41997-021-00528-1. |
format | Online Article Text |
id | pubmed-8651920 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Springer International Publishing |
record_format | MEDLINE/PubMed |
spelling | pubmed-86519202021-12-22 Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 Pauzé, Elise Potvin Kent, Monique Can J Public Health Quantitative Research OBJECTIVE: Exposure to unhealthy food advertising is a known determinant of children’s poor dietary behaviours. The purpose of this study was to quantify and characterize Canadian children’s exposure to food advertising on broadcast television and examine trends over time. METHODS: Objectively measured advertising exposure data for 19 food categories airing on 30 stations broadcast in Toronto were licenced for May 2011 and May 2019. Using ad ratings data, the average number of food advertisements viewed by children aged 2–11 years, overall, by food category and by type of television station (child-appealing, adolescent-appealing and generalist stations), was estimated per time period. RESULTS: In May 2019, children viewed an average of 136 food advertisements on television, 20% fewer than in May 2011. More than half of advertisements viewed in May 2019 promoted unhealthy food categories such as fast food (43% of exposure), candy (6%), chocolate (6%) and regular soft drinks (5%) and only 17% of their total exposure occurred on child-appealing stations. Between May 2011 and May 2019, children’s exposure increased the most, in absolute terms, for savory snack foods (+7.2 ad exposures/child), fast food (+5.4) and regular soft drinks (+5.3) with most of these increases occurring on generalist stations. CONCLUSION: Canadian children are still exposed to advertisements promoting unhealthy food categories on television despite voluntary restrictions adopted by some food companies. Statutory restrictions should be adopted and designed such that children are effectively protected from unhealthy food advertising on both stations intended for general audiences and those appealing to younger audiences. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.17269/s41997-021-00528-1. Springer International Publishing 2021-06-15 /pmc/articles/PMC8651920/ /pubmed/34129214 http://dx.doi.org/10.17269/s41997-021-00528-1 Text en © The Author(s) 2021 https://creativecommons.org/licenses/by/4.0/Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) . |
spellingShingle | Quantitative Research Pauzé, Elise Potvin Kent, Monique Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 |
title | Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 |
title_full | Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 |
title_fullStr | Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 |
title_full_unstemmed | Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 |
title_short | Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019 |
title_sort | children’s measured exposure to food and beverage advertising on television in toronto (canada), may 2011–may 2019 |
topic | Quantitative Research |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8651920/ https://www.ncbi.nlm.nih.gov/pubmed/34129214 http://dx.doi.org/10.17269/s41997-021-00528-1 |
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