Evaluating television food advertisements during peak children's viewing times

Background: In 2006 food industry self-regulatory efforts aimed to “balance” the mix of food advertisements to ensure that children do not receive excessive exposure to unhealthy food products. A recent update to industry self-regulation aims to eliminate unhealthy food ads during peak child viewing times by December, 2013. The food industry's pledge prompted researchers to evaluate the healthfulness of child-directed food advertisements. Additionally, we evaluate the use of persuasive marketing techniques in these advertisements. Methods: We recorded 32 hours of children's programming in February, 2013. Food advertisements were classified as healthy or unhealthy using the U.K. Nutrition Profiling System. Independent samples t-tests were conducted to determine if unhealthy food ads utilize more persuasive techniques compared to healthy food ads and to determine if food ads targeting children are more persuasive than those targeting adults.

Results: Of all advertisements, 13.5%(N=939) were for food and 43.4% of all food ads represent unhealthy products. The number of persuasive techniques was not significantly different for healthy (M=4.64, SD=1.95) and unhealthy food ads (M=4.37, SD=2.08) however food ads aimed at children use significantly more persuasive techniques (M=5.38, SD=1.5) than those targeting adults (M=1.52, SD=1.54), t(125)=10.701, p< .0001.

Conclusions: We assess the food industry's ability to successfully regulate themselves to limit food advertising exposure that children experience. Almost half of all child-directed food advertisements represent unhealthy foods indicating that self-regulatory efforts may need closer monitoring. Persuasive techniques are more prevalent in food ads aimed at children who have limited cognitive ability to defend against persuasive techniques.