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Aust N Z J Public Health. 2011 Apr;35(2):127-30. doi: 10.1111/j.1753-6405.2011.00610.x. Epub 2011 Mar 7.

Food advertising on children's popular subscription television channels in Australia.

Author information

  • 1Prevention Research Collaboration, University of Sydney, New South Wales. lanah@health.usyd.edu.au

Abstract

OBJECTIVE:

Trends on Australian free-to-air television show children continue to be exposed to a disproportionate amount of unhealthy food advertising. This study describes the nature and extent of food marketing on the Australian subscription television channels most popular with children.

METHODS:

Advertisements broadcast on the six subscription television channels most popular with children were recorded over four days in February 2009. Advertised foods were coded as core/healthy, non-core/unhealthy or miscellaneous/other, and for persuasive marketing techniques (promotional characters, premium offers and nutrition claims).

RESULTS:

The majority of foods advertised were non-core (72%), with a mean rate of 0.7 non-core food advertisements broadcast per hour, per channel. The frequency of non-core food advertisements differed significantly across channels. Persuasive techniques were used to advertise non-core foods less frequently than core and miscellaneous foods.

CONCLUSIONS AND IMPLICATIONS:

Non-core foods make up the majority of foods advertised on children's popular subscription channels. However, Australian children currently view less non-core food advertising on subscription television compared with free-to-air. Unlike free-to-air television, subscription services have the unique opportunity to limit inappropriate food marketing to children, given they are less reliant on advertising revenue.

© 2011 The Authors. ANZJPH © 2011 Public Health Association of Australia.

PMID:
21463407
[PubMed - indexed for MEDLINE]
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