Nine out of 10 food advertisements shown during Saturday morning children's television programming are for foods high in fat, sodium, or added sugars, or low in nutrients

A 2005 review by the Institute of Medicine of the National Academies concluded that food marketing influences children's food preferences, consumption, and health. Given the powerful influence of marketing on children's diets, this cross-sectional study examined the types of foods, the nutritional quality of those foods, and the marketing techniques and messages used in food advertising during Saturday morning children's television programming. During 27.5 hours of programming in May 2005, 49% of advertisements shown were for food (281 food advertisements out of 572 total advertisements). The most commonly advertised food categories were ready-to-eat breakfast cereal and cereal bars (27% of all food advertisements), restaurants (19% of food advertisements), and snack foods (18% of food advertisements). Ninety-one percent of food advertisements were for foods or beverages high in fat, sodium, or added sugars or were low in nutrients. Cartoon characters were used in 74% of food advertisements, and toy or other giveaways were used in 26% of food advertisements. About half of food advertisements contained health/nutrition or physical activity messages and 86% of food advertisements contained emotional appeals. This study provides food and nutrition professionals with information about the amount and types of food children are encouraged to eat during Saturday morning television programming. The findings can help food and nutrition professionals counsel children about healthful eating and/or develop programs or policies to balance those advertisements with healthful eating messages.     

Food advertising on Australian television: the extent of children's exposure

The objective of this study was to investigate the extent and nature of food advertising during Australian children's television (TV) viewing hours and programs, and to determine whether confectionery and fast food restaurant advertisements were more likely to be broadcast during children's programs than during adults' programs on Sydney television stations. One week (390 h) of Australian advertising data broadcast during children's TV viewing hours over 15 television stations were analysed to determine the proportion of food advertisements and, in turn, the proportion of those advertisements promoting foods high in fat and/or sugar. One week (346 h) of confectionery and fast food restaurant advertisements broadcast over three Sydney television stations were analysed to determine whether these types of advertisements were more likely to be advertised during children's programs than adults' programs. Half of all food advertisements promoted foods high in fat and/or sugar. 'Confectionery' and 'fast food restaurants' were the most advertised food categories during children's TV viewing hours. Confectionery advertisements were three times as likely, and fast food restaurant advertisements twice as likely, to be broadcast during children's programs than adults' programs. It can be concluded that foods most advertised during children's viewing hours are not those foods that contribute to a healthy diet for children. Confectionery and fast food restaurant advertising appears to target children. Australian children need protection from the targeted promotion of unhealthy foods on television, but currently little exists.     

Health and Nutrition Messages in Food Advertisements: A Comparative Content Analysis of Young and Mature Australian Women's Magazines

Surveys investigating adults’ sources of nutrition information have consistently found magazines to be nominated most frequently, particularly among women. A content analysis was undertaken to compare the advertisements in two magazines with a target audience of young women with those in four magazines oriented towards mature women. Seventy-two magazine issues having a 1992 publication date were sampled, and all food advertisements were coded. In the mature women's magazines, 47% of advertisements were for core (basic) food groups, and all five core food groups were addressed. Food advertisements in the young women's magazines addressed a narrower range of foods, promoted core foods at a significantly lower rate (12% of advertisements), and included only three of the core food groups. The noncore foods most commonly advertised were of low nutrient density and consisted mainly of alcohol, supplements, and cocoa products. Food advertising in young women's magazines frequently used images of lifestyle success and failed to emphasize nutrition or health information messages or dietary recommendations.There is a need to more fully explore attitudes to food and food purchasing behavior in young women and to develop nutrition education strategies to counter the advertising of predominantly nonmeal-type foods with low nutrient density in young women's magazines.     

Nutrition in food advertising: Content analysis of a canadian women's magazine, 1928–1986

I conducted a content analysis of a women's magazine to explore trends over time in food advertising with particular attention to the emphasis placed on nutrition. I developed and validated a coding form, and coded all food and beverage advertisements (n = 5175) that appeared between 1928 and 1986 in four issues per year of a nationally circulated women's magazine. I characterized advertisements with regard to the type of product represented (e.g., by food group) and with regard to the type of promotional statements used in the advertisement. Results indicated that changes have occurred in the types of products advertised and in the messages used to promote them. Major trends in the types of products advertised included decreased advertising for food ingredients and increased representation of non-nutritious beverages, and of desserts and foods high in fat and sugar. The most common type of promotional message was the consumer-related message (e.g., appeals to taste and convenience). The emphasis of nutrition-related messages changed over time: There were fewer messages about general health and nutrition and basic nutrients, and recently there has been an increase in emphasis on avoiding certain dietary components. I concluded that advertisements in this women's magazine do not portray nutritionally positive food choices to a greater extent than in the past.     

Food advertising in the age of obesity: content analysis of food advertising on general market and african american television

OBJECTIVE: To document the types of foods advertised and weight-related nutritional claims made during advertisements appearing on general market and African American television programming. DESIGN: Content analysis of 553 food advertisements appearing during 101.5 prime-time television hours. OUTCOME MEASURES: Advertisements were classified according to general category (fast-food restaurant, sit-down restaurant, packaged food), specific food type, and the presence of a weight-related nutritional claim. ANALYSIS: The type of foods advertised and nutritional claims made on general market and African American programs were compared using t and chi-squared tests. RESULTS: More food advertisements appeared during African American programs than general market programs. These advertisements were more likely to be for fast food, candy, soda, or meat and less likely to be for cereals, grains and pasta, fruits and vegetables, dessert, or alcohol. Of all of the food advertisements, 14.9% made a weight-related nutritional claim. More claims related to fat content appeared during African American programming, whereas more light and lean claims appeared in general market advertisements. CONCLUSIONS AND IMPLICATIONS: Practitioners and policy makers should be aware of the prevalence of food advertisements and their potential impact on knowledge and behavior and should consider working more closely with food manufacturers to encourage the creation and promotion of weight-friendly foods. Meanwhile, nutrition educators can help by teaching consumers critical thinking skills as may relate to food advertisements.     

Nutritional content of foods advertised during the television programs children watch most

OBJECTIVES: We sought to code food (nutritional content and food type and eating occasion) and character (cartoon and live action) attributes of food advertisements airing during television programs heavily viewed by children, and to represent and evaluate the nutritional content of advertised foods in terms of the nutrition facts label. METHODS: Food advertisements (n=426) aimed at general and child audiences were coded for food and character attributes. "Nutrition Facts" label data for advertised foods (n=275) were then analyzed. RESULTS: Convenience/fast foods and sweets comprised 83% of advertised foods. Snacktime eating was depicted more often than breakfast, lunch, and dinner combined. Apparent character body size was unrelated to eating behavior. A 2000-calorie diet of foods in the general-audience advertisements would exceed recommended daily values (RDVs) of total fat, saturated fat, and sodium. A similar diet of foods in the child-audience advertisements would exceed the sodium RDV and provide 171 g (nearly 1 cup) of added sugar. CONCLUSIONS: Snack, convenience, and fast foods and sweets continue to dominate food advertisements viewed by children. Advertised foods exceed RDVs of fat, saturated fat, and sodium, yet fail to provide RDVs of fiber and certain vitamins and minerals.     

Health claims for food made in Australian magazine advertisements

Aim: The aim was to describe the level of health claims being used in magazine advertisements, the categories of foods carrying health claims, and the types of benefits being claimed for particular foods or food ingredients. Data were compared with similar studies of food labels and Internet sites to reflect the impact of rule governance of the different media and highlight implications for the current proposed changes in food standards legislation. Methods: From January to June 2005, a survey of all print advertisements for food in Australia's 30 top‐selling magazines was undertaken. The results were compared with those from a 1996 survey of health claims in Australian magazines and more recent surveys of claims for food on product labels and on Internet sites. Results: The survey found that 29.5% of 390 advertisements for food carried a health claim. Many of the claims were high‐level claims (29%) or therapeutic claims (8%), which are not permitted by current food standards. The most common benefits being promoted related to cardiovascular disease, energy, cancer and weight control, and most claims referred to the effect of the whole food, rather than specific ingredients. Results were similar to previous studies of food labels and Internet sites. Conclusion: Health claims are being used widely in the print advertising of food products in Australia. Moreover, the presence of high‐level and therapeutic claims in this media bears significant implications for the implementation of rules governing health claims on foods across the different media.     

Television food advertising in Singapore: the nature and extent of children's exposure

Television advertising is an effective medium for reaching young children and influencing their food choice. Studies have shown that messages conveyed by food advertisements are rarely consistent with healthy eating messages. With the increasing purchasing power of children, food companies are focusing on children as lucrative target audiences. Extensive marketing of energy-dense, nutrient-poor foods to children potentially contributes to the 'obesogenic' environment. This study aims to determine the degree and nature of food advertisements that Singaporean children are exposed to on television. Ninety-eight hours of children's television programmes broadcast by free-to-air stations were recorded and analysed. Advertisements with the intent of selling and sponsorships for programmes were included. Foods advertised were considered healthy if they met the criteria of the Healthier Choice Symbol in Singapore. Of the 1344 advertisements and sponsorships identified, 33% were for food. Of the food advertisements, 38% were considered healthy, while 57% were not. Candy, confectionery and fast food advertisements accounted for 46% of total food advertisements. Significantly more unhealthy food advertisements were screened on weekends compared with weekdays (p < 0.001). This is the first content analysis of television advertisements in Singapore and the results of this study provide background data on the extent of food advertising that children in Singapore are exposed to. Consistent with other countries, unhealthy food advertisements continue to dominate children's television programmes. This study suggests that Singaporean children are exposed to high levels of advertising for unhealthy foods. The study provides a baseline against which measures aimed at reducing children's exposure to television food advertising can be evaluated.     

Nutrition and health claims in products directed at children via television in Spain in 2012

ObjectiveTo describe the use of nutrition and health claims in products directed at children via television in Spain and to analyse their nutrient profile.MethodsA cross-sectional study of television food advertisements over 7 days in five Spanish television channels popular among children. The products were classified as core, non-core or miscellaneous, and as either healthy or less healthy, according to the United Kingdom Nutrient Profile Model. We registered all claims contained on the product (packaging and labelling) and its advertisement. We calculated the frequency distributions of health and nutrition claims.ResultsDuring the 420 hours of broadcasting, 169 food products were identified, 28.5% in the dairy group and 60.9% in the non-core category. A total of 53.3% of products contained nutrition claims and 26.6% contained health claims; 62.2% of the products with claims were less healthy. Low-fat dairy products were the food category containing the highest percentage of health and nutrition claims.ConclusionOver half of all food products marketed to children via television in Spain made some type of nutrition or health claim. Most of these products were less healthy, which could mislead Spanish consumers.     

Claims and errors in food and nutrition advertisements broadcast by two Spanish television channels

This investigation analyses the messages delivered in food/nutrition advertisements broadcast by Spanish TV ( n = 489). The study period covered the 6 peak hours of each day during the first week of October 1993. Advertisements were coded for product type and advertising claims. The messages most frequently used to promote the sale of a product were taste (58%), followed by quality (27%), novelty (26%), healthiness (23%), nutritional value (19%) and natural composition (11%). Advertisements promoting cereals, soft bread, dairy products, baby food, instant cocoa, supplements, fats and oils dealt more with nutritional value, vitamin, mineral or fibre content, and with the product's health-giving qualities or value in aiding growth and performance. Ninety-four per cent of advertisement presenters/protagonists were slim or very slim. Thirty-eight per cent of advertisements contained images of foodstuffs not found in the advertised product at all. Generally these were foodstuffs whose consumption is recommended or normally considered healthy by most people. Milk, fruit, bread, greens, juices and vegetables appeared often. The advertisements made an important number of claims with respect to nutrition. In some cases these messages were incorrect and could contribute to the dissemination of distorted or incorrect ideas. These results could help nutrition educators address the problems of misleading advertising and help identify the types of messages received by people when watching television.     

Food advertising: advice or merely stimulation of consumption?

Current advertising messages for food products deserve special attention, since they indicate that the media has played a central role in shaping new eating habits. The food industry, seeking to serve a new customer segment (increasingly preoccupied with health and physical well-being), and with a specific interest in this promising market, has intensified its marketing strategies for stimulating consumption of diet and light food products. This study analyzed 20 food advertisements published from June to October 2006 in Brazilian magazines and newspapers with nationwide circulation. The following elements were analyzed in the advertisements: the advertiser; the audience; the language; and the message. It was seen that the advertising message mainly targeted women, proposing guilt-free consumption, promising a combination of esthetics and health. In order to enhance their product, several advertisements omitted relevant nutritional information while others promoted hazardous combinations with pharmaceutical products, and still others induced the target public to replace regular meals with their product. The results signal the need to broaden the discussion on the strategies for food advertising, as the citizen's right to information and health cannot be subjugated to market values.     

Direct-to-consumer print ads for drugs: do they undermine the physician-patient relationship?

BACKGROUND: Critics of direct-to-consumer print advertising for drugs (DTCA) contend it alters physician-patient communication by promoting greater patient participation and control. We assessed the nature of messages in print DTCA to identify potential guidelines they may provide to consumers for communicating with physicians. METHODS: We analyzed all unique advertisements (ie, excluded ads repeated across issues or magazines) in 18 popular magazines (684 issues) from January 1998 to December 1999 (n=225). We identified every statement that referred to physicians, and within that set, statements that focused on physician-patient communication. Each communication-related statement was coded as a message to consumers about communication in terms of cues suggesting who should initiate communication, who should be in relational control, and appropriate interaction topic(s). RESULTS: More than three-quarters (83.8%) of the advertisements' statements referring to physicians focused on physician-patient communication (M=2.6 per ad; SD=1.8). Most (76.1%) of these messages explicitly or implicitly promoted consumers initiating communication, but cast the physician in relational control (54.5%). The most frequently suggested interaction topics were clinical judgments of the product's appropriateness (41.8%) and information about the product (32.1%). CONCLUSIONS: Typical direct-to-consumer print ads contain multiple messages about communicating with physicians. The patterned nature of these messages appears to promote social norms for consumers' communication behavior by repeatedly implying the appropriateness of consumers initiating interaction, physicians maintaining relational control, and avoiding negative consequences of advertised drugs as conversational topics.     

Correlates of soy food consumption in women at increased risk for breast cancer

OBJECTIVES: The objectives of the present study were to examine sociodemographic correlates of soy food consumption among women at increased risk of breast cancer, describe factors influencing soy food consumption or nonconsumption, and identify women's sources of information about soy foods. DESIGN: A cross-sectional, self-report survey was used to assess frequency of and factors influencing soy food consumption. Soy food intake was reported for the past year. SUBJECTS/SETTING: Participants were 452 women with family histories of breast cancer who were enrolled in a cancer risk assessment program. STATISTICAL ANALYSES PERFORMED: Comparisons between consumers and nonconsumers of soy foods were performed using multivariate logistic regression and chi(2) analyses. RESULTS: Thirty-two percent reported soy food consumption. Commonly consumed soy foods were vegetable burgers, tofu, and soymilk. Consumers of soy foods were more likely to have higher levels of education and report eating five or more daily servings of fruits and vegetables. The primary reason for consumption of soy foods was eating a healthful diet, whereas insufficient knowledge about soy food preparation was the primary reason stated for nonconsumption. Both consumers and nonconsumers reported obtaining information about soy foods from magazines, friends, and newspapers. Consumers also indicated using the Internet to seek information. CONCLUSIONS: These findings contribute to our understanding of the level of soy intake among women at increased risk for breast cancer and highlight potential factors that may influence women's decisions regarding soy food consumption. Women, particularly in this vulnerable population, would benefit from clear messages regarding the health effects of soy.     

Healthy Characters? An Investigation of Marketing Practices in Children's Food Advertising

ObjectiveTo determine the nutritional quality of foods advertised with familiar children's characters and health-related messages.DesignChildren's programming aired on the most popular broadcast and cable channels during 2011 was sampled to form a composite weekday and weekend day. All food advertisements (ads) included in this programming were content analyzed.ParticipantsFive hundred seventy-seven food ads.Variables MeasuredFamiliar characters promoting products were either trade or licensed characters. A product's nutritional quality was determined using the United States Department of Health and Human Services' categorizations, based on the frequency foods should be consumed. Health cues were present when a food was claimed to be healthy, physical activity was depicted, or the product was associated with fruit.AnalysisFrequencies and chi square analyses were conducted; P < .05.ResultsNearly three quarters (73%) of food ads targeting children use a familiar character. The majority of these ads (72%) promote foods of low nutritional quality, yet 53% employ a health-related message.Conclusions and ImplicationsFamiliar characters proliferate in food advertising to children, yet marketers do not adhere to recommendations that characters promote strictly healthy foods. Future research is needed to investigate effects and inform policy decisions in this realm.     

Food ads on TV: a health hazard for children?

OBJECTIVE: To examine the nutritional quality of food in television food advertisements that are targeted at children. METHOD: We videotaped 42 hours of children's programs and analysed the food advertisements' content and nutrient composition using the New Zealand Food Composition Database. RESULTS: Of 269 food advertisements, 63% were for foods 'high in fat and/or sugar'. Children who ate only the advertised foods would eat a diet too high in fat, saturated fat, protein, free sugars and sodium. Furthermore, their diets would have suboptimal levels of fibre and suboptimal intakes of a number of important micronutrients (depending on age), including magnesium, selenium and vitamin E. The food products advertised on this channel rarely included nutritious low-cost foods that are necessary for food security in low-income groups. There were also no food advertisements that included any of the healthy foods consumed by Maori and Pacific peoples. CONCLUSIONS: Food advertisements targeted at children generally reflect the dietary pattern associated with an increased risk of obesity and dental caries in childhood; and cardiovascular disease, diabetes and cancers in adulthood.     

Communicating about race and health: a content analysis of print advertisements in African American and general readership magazines

A content analysis was conducted to investigate advertisements for consumption products (food, beverages, vitamins, and supplements) in a major magazine aimed at an African American female population as compared to one with a more general female readership. All advertisements for consumption products from Essence and Cosmopolitan magazines from January 2004 to December 2004 were included in the study. The data revealed that the 3 most advertised products in Essence were individual food items, nonalcoholic beverages, and fast food. In Cosmopolitan individual food items, alcoholic beverages, and weight loss products were most advertised. Both magazines included a number of ads making health claims regarding the products. Cosmopolitan had more weight loss claims in the magazine's advertisements than did Essence. The results indicated that marketing of consumption products differs based on the magazine's target population in regard to race.     

High on Attractiveness,Low on Nutrition: An Over-Time Comparison of Advertising Food Products on Israeli Television

This content analysis examines Israeli television food advertising. It compares 2008–2009 and 2012–2013, two periods immediately before and several years after regulatory, educational, and public-advocacy efforts have been advanced to raise awareness of and tackle the television–obesity link. Advertisements were drawn from a composite week sample aired on Israeli broadcast channels from 4:00 p.m. until midnight in each of the two periods. Nearly a quarter of ads were for food products, even after a significant drop over the years. The most common food categories included candies and sweetened drinks, whereas fruit and vegetables were among the least common products advertised. The most prevalent central message in food advertisements was that the product makes for an economically sensible purchase, with a much lower focus on the health qualities of the food products. Food advertisements were characterized by a very short duration and an increased reliance on emotional, rather than cognitive, appeal, especially in ads for low-nutrient foods. A significant increase was observed in 2012–2013 in the reliance on thin models in food advertisements, and these were most often associated with high levels of physical attractiveness, promoting the thin ideal. Findings are discussed in light of theory, previous research conducted worldwide, and audience effects. Implications are addressed for health and media industry regulation efforts.     

Do television food advertisements portray advertised foods in a 'healthy' food context?

Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote 'less healthy' products, food advertising probably plays some role in the 'obesity epidemic'. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a 'healthy', balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are 'healthier' than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as 'primary' (i.e. the focus of advertisements) or 'incidental'. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be 'healthier' than the primary foods that were the focus of food advertisements - particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.     

Food intake patterns among Australian adolescents

OBJECTIVES: This study aimed to evaluate the food intake patterns of adolescents with respect to the Australian Guide to Healthy Eating, and to examine variations in food intake patterns by age, gender and region of residence. DESIGN: Cross-sectional online food survey administered through schools. PARTICIPANTS AND SETTING: In 2004-2005, 3841 secondary students in years seven (12-13 years) and nine (14-15 years) drawn from 37 secondary schools in Victoria, Australia completed an online food intake patterns survey. OUTCOME MEASURES: Food intake was measured by a Food Frequency Questionnaire (FFQ), and categorized according to the five basic food groups (fruit, vegetables, meat, dairy, cereal) and the 'extra' food group as defined by the Australian Guide to Healthy Eating (AGHE). The foods groups were examined in the study population and compared across age, gender and region. RESULTS: Many adolescents in this sample reported food intakes that deviated substantially from recommendations of the AGHE. For example, two-thirds of participants failed to consume foods from the five recommended food groups daily; over a third reported eating fruit 'rarely or never'; and 22% reported eating fast foods every day. Food intakes were generally more in line with dietary guidelines among girls than boys. Regional differences were less consistent, and there were few differences by age. CONCLUSION: A significant proportion of adolescents have food intakes that fall short of the recommendations outlined in the Australian Guide to Healthy Eating. This highlights the need for public health initiatives to promote healthier food intake patterns among adolescents.