263417 Food purchases and attitudes in response to toy giveaway legislation of adults and children at affected fast food restaurants in San Francisco, CA

Tuesday, October 30, 2012 : 3:00 PM - 3:15 PM

Jennifer J. Otten, PhD, RD , Stanford Prevention Research Center, Stanford University, Palo Alto, CA
Eric B. Hekler, PhD , Nutrition Program, Arizona State University, Phoenix, AZ
Matthew P. Buman, PhD , School of Nutrition and Health Promotion, Arizona State University, Phoenix, AZ
Laura O'Donohue , Stanford Prevention Research Center, Stanford University School of Medicine, Palo Alto, CA
Rebecca A. Krukowski, PhD , Department of Health Behavior and Health Education, University of Arkansas for Medical Sciences College of Public Health, Little Rock, AR
Brian E. Saelens, PhD , Seattle Children's Research Institute, University of Washington, Seattle, WA
Christopher D. Gardner, PhD , Stanford Prevention Research Center, Stanford University School of Medicine, Stanford, CA
Abby C. King, PhD , Stanford Prevention Research Center, Stanford University, Stanford, CA
Introduction: In December 2011, San Francisco County, CA implemented toy giveaway legislation (aka Healthy Meals Incentive ordinance) prohibiting restaurants in the County from offering toys or youth-focused giveaways to children in conjunction with foods/beverages not meeting nutrition criteria. This study compares the food purchased for children and adult/child attitudes before and after implementation of the legislation. Methods: Interviewer-administered surveys and food purchase receipts were collected at two time points prior to legislation implementation (Jan-Mar 2011; Oct-Nov 2011) from 572 adults with children who just purchased food at fast food restaurants affected by the legislation (19 McDonalds, 11 Burger King) in San Francisco, CA. These baseline surveys/receipts will be compared to post-legislation surveys/receipts (n=planned 300) currently being collected at the same restaurants (Jan-Mar 2012). Survey data includes: self-reported and receipt-confirmed purchases, adult attitudes about the legislation, parent/child behaviors regarding toys and toy marketing, and demographics. Restaurants were also audited at each time point using the Children's Menu Assessment and direct observation to assess how they responded to the legislation. Results: Surveys and receipts are currently being collected in the post-legislation phase. Restaurants in our sample responded to the legislation by offering toys for an additional ten cents with the purchase of a children's meal and were located in neighborhoods with average median household income $42,831 (range: $13,781-$92,250). Discussion: We will describe restaurant response to the legislation in terms of environmental and menu changes. Information will be presented describing the impacts of the legislation on food purchased for children and adult/child attitudes.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy
Social and behavioral sciences

Learning Objectives:
1. Explain toy giveaway legislation and restaurant response to the legislation; 2. Describe survey respondent attitudes regarding the legislation and toy marketing; and 3. Compare fast food purchases and survey responses between pre- and post-legislation implementation time points.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been a mentored co-investigator on several grants focusing on the behavioral responses to interventions and policies in the areas of obesity control. Among my scientific insterests are obesity, policies, nutrition, physical activity, and built environment.
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.