Featured Research

from universities, journals, and other organizations

Kids now see fewer television ads for sweets and beverages, but more for fast food

Date:
July 6, 2010
Source:
JAMA and Archives Journals
Summary:
Children saw fewer television advertisements for certain foods, including those for sweets and beverages, in 2007 compared with 2003, according to a new study. However, children now see more fast-food ads, and racial gaps in exposure to all food advertising have increased.

Children saw fewer television advertisements for certain foods, including those for sweets and beverages, in 2007 compared with 2003, according to a report posted online that will appear in the September print issue of Archives of Pediatrics & Adolescent Medicine, one of the JAMA/Archives journals. However, children now see more fast-food ads, and racial gaps in exposure to all food advertising have increased.

An Institute of Medicine (IOM) report concluded that there was strong evidence that television advertising influences the short-term eating habits of children age 2 to 11, and moderate evidence that advertising influences their usual dietary intake, according to background information in the article. In 2006, 10 major U.S. food companies pledged to devote at least half of their child-targeted advertising to healthier products or encouraging good nutrition and healthy lifestyles, an effort called the Children's Food and Beverage Advertising Initiative. By 2009, 16 companies had signed on. "Given that each company defined their own better-for-you products and also had different definitions of what constituted children's programming, key questions remain," the authors write.

To assess trends in food advertising before and after the initiative, Lisa M. Powell, Ph.D., and colleagues at the University of Illinois at Chicago studied television ratings data from Nielsen Media Research for the calendar years 2003, 2005 and 2007.

Between 2003 and 2007, daily average exposure to televised food ads decreased by 13.7 percent among children age 2 to 5 and 3.7 percent among children age 6 to 11, but increased by 3.7 percent among teens age 12 to 17. Ads for sweets became less frequent, with a 41 percent decrease in exposure for 2- to 5-year-olds, 29.3 percent for 6- to 11-year-olds and 12.1 percent for 12- to 17-year-olds. Beverage ads also decreased in frequency, by about 27 percent to 30 percent across age groups, with substantial decreases in exposure to ads for previously heavily advertised sugar-sweetened beverages.

However, exposure to fast-food ads increased between 2003 and 2007, with a 4.7 percent increase in viewings among children age 2 to 5, 12.2 percent among children 6 to 11 and 20.4 percent among teens age 12 to 17. The high prevalence of these ads suggests the importance of branding, the authors note. "Indeed, children have been found to recognize brand logos at very young ages and a recent study found that preschoolers exhibited significantly higher preferences for food and beverage items in branded vs. plain packaging," they write.

The racial gap in advertising also increased in this time period. By 2007, African American children saw 1.4 to 1.6 times as many food ads per day than white children, depending on their age. "In particular, African American children and teens had more than double the rate of increase in exposure to fast food ads compared with their white counterparts," the authors write.

"A number of positive changes have occurred in children's exposure to food advertising," they conclude. "Continued monitoring of children's television food ad exposure along with nutritional assessments of advertised products will improve understanding of the extent to which self-regulation can translate into a reduction in the promotion of unhealthy food products."


Story Source:

The above story is based on materials provided by JAMA and Archives Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Lisa M. Powell; Glen Szczypka; Frank J. Chaloupka. Trends in Exposure to Television Food Advertisements Among Children and Adolescents in the United States. Arch Pediatr Adolesc Med, 2010; 0 (2010): 2010. 139 [link]

Cite This Page:

JAMA and Archives Journals. "Kids now see fewer television ads for sweets and beverages, but more for fast food." ScienceDaily. ScienceDaily, 6 July 2010. <www.sciencedaily.com/releases/2010/07/100705190534.htm>.
JAMA and Archives Journals. (2010, July 6). Kids now see fewer television ads for sweets and beverages, but more for fast food. ScienceDaily. Retrieved September 1, 2014 from www.sciencedaily.com/releases/2010/07/100705190534.htm
JAMA and Archives Journals. "Kids now see fewer television ads for sweets and beverages, but more for fast food." ScienceDaily. www.sciencedaily.com/releases/2010/07/100705190534.htm (accessed September 1, 2014).

Share This




More Health & Medicine News

Monday, September 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

We've Got Mites Living In Our Faces And So Do You

We've Got Mites Living In Our Faces And So Do You

Newsy (Aug. 30, 2014) A new study suggests 100 percent of adult humans (those over 18 years of age) have Demodex mites living in their faces. Video provided by Newsy
Powered by NewsLook.com
Liberia Continues Fight Against Ebola

Liberia Continues Fight Against Ebola

AFP (Aug. 30, 2014) Authorities in Liberia try to stem the spread of the Ebola epidemic by raising awareness and setting up sanitation units for people to wash their hands. Duration: 00:41 Video provided by AFP
Powered by NewsLook.com
California Passes 'yes-Means-Yes' Campus Sexual Assault Bill

California Passes 'yes-Means-Yes' Campus Sexual Assault Bill

Reuters - US Online Video (Aug. 30, 2014) California lawmakers pass a bill requiring universities to adopt "affirmative consent" language in their definitions of consensual sex, part of a nationwide drive to curb sexual assault on campuses. Linda So reports. Video provided by Reuters
Powered by NewsLook.com
New Drug Could Reduce Cardiovascular Deaths

New Drug Could Reduce Cardiovascular Deaths

Newsy (Aug. 30, 2014) The new drug from Novartis could reduce cardiovascular deaths by 20 percent compared to other similar drugs. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins