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Advertised foods on children's television
Archives of Pediatrics & Adolescent Medicine
|June 1, 1995
Summary
Children see many unhealthy food ads on TV, even after new rules. Regulations and more networks haven't changed the high percentage of high-fat, high-sugar, and high-salt foods advertised.
Area of Science:
- Nutrition Science
- Media Studies
- Public Health
Background:
- Recent regulations and an expanded number of television networks aimed to influence food advertising during children's programming.
- Previous studies established a baseline for food advertising content and nutritional quality on children's television.
Purpose of the Study:
- To evaluate the quantity and nutritional quality of food advertisements on children's television.
- To determine the impact of new regulations and increased network availability on food advertising practices.
Main Methods:
- A survey of children's television viewing hours was conducted, employing a methodology adapted from prior research for comparative analysis.
- Seven local network affiliates, predominantly broadcast nationally, were monitored to collect data on advertising content.
Main Results:
- Children viewed an average of 21.3 commercials per hour, with food ads comprising 47.8%.
- Ninety-one percent of advertised foods were high in fat, sugar, and/or salt.
- Despite changes in advertising volume and duration, the proportion of unhealthy food advertisements remained unchanged.
Conclusions:
- A significant portion of children's television viewing time is occupied by commercials for unhealthy foods.
- Current regulations and the expansion of cable networks have not substantially altered the nature or volume of food advertisements targeting children.