263038 Nutritional Content of Food Advertising Directed to Children on Television

Monday, October 29, 2012 : 2:35 PM - 2:47 PM

Lisa Powell, PhD , Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Rebecca Schermbeck, MPH, MS, RD , Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Frank J. Chaloupka, PhD , Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
INTRODUCTION: Given the high rates of child obesity, previously documented low-nutritional content of TV food ads and recent industry self-regulation pledges, this study examines the nutritional content of food advertising seen by American children. The study compares of exposure across all ads seen by children and those ads seen on programs with child audience greater than 35% and greater than 20%. METHODS: The study draws on 2009 TV ratings to examine caloric and nutritional content for fat, saturated fat, sugar, sodium and fiber of food product advertisements seen on television by children ages 2-5 and 6-11. Food products are examined in aggregate and by five separate categories that include cereal, sweets, snacks, beverages and other food products. Analyses are also undertaken by company membership in the Children's Food and Beverage Advertising Initiative (CFBAI). The nutritional content for each ad seen is weighted by the television ratings data to provide actual exposure measures. RESULTS: Ads seen by children had, on average, 141 kcal per advertisement. Overall, 88% and 79%, respectively, of CFBAI and non-CFBAI company ads seen by children in 2009, were for products high in saturated fat, sugar or sodium. Results based on ongoing analyses of exposure on programming with child audience greater than 35% and 20% will also be presented. DISCUSSION: Study findings will provide new evidence to further assess the extent to which self-regulatory pledges can translate into a reduction in the promotion of unhealthy food products and an increase in the promotion of healthier foods and beverages.

Learning Areas:
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy

Learning Objectives:
1. Evaluate the nutritional content of television food ads seen by children; 2. Describe differences in exposure across all ads seen by children and those ads seen on programs with child audience greater than 35% and greater than 20%; and 3. Discuss the empirical results and related conclusions of this study highlighting the implications on the potential effectiveness of company self-regulatory measures to improve the nutritional content of food advertising seen by children on TV.

Keywords: Nutrition, Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the principle investigator on multiple federally funded grants that examine children’s exposure to food advertising and its relationship to nutrition and obesity outcomes. I have a Ph.D. in economics and I am a Senior Research Scientist at the University of Illinois at Chicago.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.