Featured Research

from universities, journals, and other organizations

Tighter regulations recommended on food advertisements during children's TV viewing times

Date:
October 29, 2010
Source:
University of Liverpool
Summary:
Psychologists have called for tighter advertising regulations after a study revealed unhealthy foods are more likely to be advertised during children's peak viewing times than at any other point in the broadcasting schedule.

The researchers, in partnership with the Cancer Council, Australia, studied 12,618 food advertisements from 11 countries and found that 67 per cent endorsed unhealthy food. The research builds on a previous study at Liverpool which revealed that children would consume twice as many calories from snacks after watching food adverts compared to after viewing advertising for toys and games.

Related Articles


The research reveals that Germany, Spain and Greece have the highest frequency of adverts promoting unhealthy foods during children's peak viewing time, compared to other European countries and parts of the US, Canada and Australia. These adverts tend to feature child-orientated persuasive techniques, such as the use of popular animated characters and celebrities.

Although the US, Canada and Australia have a lower rate of unhealthy food advertising overall, broadcasters still air the adverts more frequently during a time when children are watching.

Dr Jason Halford, Director of the Kissileff Laboratory for the Study of Human Ingestive Behaviour at the University of Liverpool said: "Obesity in young children is now a major health concern all across the world. Our studies highlight that there are global connections between advertising, food preferences and consumption. Our previous research showed that snacking on unhealthy food doubled after a child had watched a series of 'junk' food adverts. This new study demonstrates that children are specifically targeted and repeatedly overexposed to large quantities of adverts for these products.

"Young children are less aware of the persuasive intent of advertising, which makes them more susceptible to its marketing purposes. Current regulations on advertising only take into account the proportion of children watching, not the actual number. We hope this work will contribute to a review of regulations concerning the type and amount of advertisements shown during the times when children are most likely to be watching."

Emma Boyland, lead UK researcher on the project, added: "Regulations on unhealthy food advertisements were first enforced in Sweden, where companies must not generate television advertisements targeted specifically towards children under the age of 12. The UK has reformed its own regulations, but these restrictions only apply to programmes that have a certain proportion of children in the audience, rather than being based on the actual number of children watching. This means that a significant number of children could be watching among an adult audience.

"Our work suggests that further study is necessary to ensure that TV regulations are appropriate and effective at reducing children's exposure to unhealthy food advertising in the UK. An additional study would also indicate whether or not this legislation could be applied elsewhere to lessen the frequency of such advertising internationally."

The study is in collaboration with international partners in Australia, Spain, Sweden, Italy, Canada, Brazil, Germany, Greece, USA, China and the UK. The research is published in the American Journal of Public Health.


Story Source:

The above story is based on materials provided by University of Liverpool. Note: Materials may be edited for content and length.


Journal Reference:

  1. B. Kelly, J. C. G. Halford, E. J. Boyland, K. Chapman, I. Bautista-Castano, C. Berg, M. Caroli, B. Cook, J. G. Coutinho, T. Effertz, E. Grammatikaki, K. Keller, R. Leung, Y. Manios, R. Monteiro, C. Pedley, H. Prell, K. Raine, E. Recine, L. Serra-Majem, S. Singh, C. Summerbell. Television Food Advertising to Children: A Global Perspective. American Journal of Public Health, 2010; 100 (9): 1730 DOI: 10.2105/AJPH.2009.179267

Cite This Page:

University of Liverpool. "Tighter regulations recommended on food advertisements during children's TV viewing times." ScienceDaily. ScienceDaily, 29 October 2010. <www.sciencedaily.com/releases/2010/10/101028113608.htm>.
University of Liverpool. (2010, October 29). Tighter regulations recommended on food advertisements during children's TV viewing times. ScienceDaily. Retrieved March 1, 2015 from www.sciencedaily.com/releases/2010/10/101028113608.htm
University of Liverpool. "Tighter regulations recommended on food advertisements during children's TV viewing times." ScienceDaily. www.sciencedaily.com/releases/2010/10/101028113608.htm (accessed March 1, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Sunday, March 1, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

The Best Foods to Battle Stress

The Best Foods to Battle Stress

Buzz60 (Feb. 26, 2015) If you&apos;re dealing with anxiety, there are a few foods that can help. Krystin Goodwin (@krystingoodwin) has the best foods to tame stress. Video provided by Buzz60
Powered by NewsLook.com
Sleeping Too Much Or Too Little Might Increase Stroke Risk

Sleeping Too Much Or Too Little Might Increase Stroke Risk

Newsy (Feb. 26, 2015) People who sleep more than eight hours per night are 45 percent more likely to have a stroke, according to a University of Cambridge study. Video provided by Newsy
Powered by NewsLook.com
Mayor Says District of Columbia to Go Ahead With Pot Legalization

Mayor Says District of Columbia to Go Ahead With Pot Legalization

Reuters - News Video Online (Feb. 25, 2015) Washington&apos;s mayor says the District of Columbia will move forward with marijuana legalization, despite pushback from Congress. Rough Cut (no reporter narration). Video provided by Reuters
Powered by NewsLook.com
Marijuana Nowhere Near As Deadly As Alcohol: Study

Marijuana Nowhere Near As Deadly As Alcohol: Study

Newsy (Feb. 25, 2015) A new study says marijuana is about 114 times less deadly than alcohol. 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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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