Television food advertising: counterproductive to children's health? A content analysis using the Australian Guide to Healthy Eating

Abstract

OBJECTIVE: To undertake a content analysis of the types of foods advertised during programs, which have particular appeal to children and in timeslots where children are likely to be watching television and to assess conformity with the recommendations of the Australian Guide to Healthy Eating (AGHE). SETTING: Adelaide, South Australia METHODS: Sixty-three hours of programs classified as 'C' (programs specifically produced for children six to 13 years of age) or 'G' (programs for general viewing, suitable for children to view without adult supervision) were videotaped. Advertisements with the intent of selling were included in the analysis. Food advertisements were coded for type of food (using the AGHE), network stations, program classification and viewing time. STATISTICS: A chi-squared test was used to see if any difference existed between the network stations, viewing times and program classification for certain types of food advertising. RESULTS: There were 544 food advertisements: 21% percent for core foods; and 79% for non-core foods of the AGHE. Fast foods, chocolate and confectionery made up almost 50% of food advertisements shown on television. CONCLUSIONS: Television food advertising did not support the recommendations for healthy eating contained in the AGHE. Child viewers were exposed to a television environment that predominantly promotes foods high in fat, sugar and salt. These nutrients are associated with obesity, dental caries and chronic diseases such as cardiovascular disease and diabetes. Changes are required to create a media environment more supportive of good nutritional health and one which enables Australian children to make healthier food choices.