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