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

Journal Article


Abstract


  • Objective: Trends on Australian free-toair 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.

    Key words: television, advertising, food, children, obesity

Authors


  •   Hebden, Lana (external author)
  •   King, Lesley (external author)
  •   Chau, Josephine (external author)
  •   Kelly, Bridget

Publication Date


  • 2011

Citation


  • Hebden, L., King, L., Chau, J. & Kelly, B. P. (2011). Food advertising on children's popular subscription television channels in Australia. Australian and New Zealand Journal of Public Health, 35 (2), 127-130.

Scopus Eid


  • 2-s2.0-79959888483

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/3569

Number Of Pages


  • 3

Start Page


  • 127

End Page


  • 130

Volume


  • 35

Issue


  • 2

Place Of Publication


  • http://onlinelibrary.wiley.com/doi/10.1111/j.1753-6405.2011.00610.x/pdf

Abstract


  • Objective: Trends on Australian free-toair 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.

    Key words: television, advertising, food, children, obesity

Authors


  •   Hebden, Lana (external author)
  •   King, Lesley (external author)
  •   Chau, Josephine (external author)
  •   Kelly, Bridget

Publication Date


  • 2011

Citation


  • Hebden, L., King, L., Chau, J. & Kelly, B. P. (2011). Food advertising on children's popular subscription television channels in Australia. Australian and New Zealand Journal of Public Health, 35 (2), 127-130.

Scopus Eid


  • 2-s2.0-79959888483

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/3569

Number Of Pages


  • 3

Start Page


  • 127

End Page


  • 130

Volume


  • 35

Issue


  • 2

Place Of Publication


  • http://onlinelibrary.wiley.com/doi/10.1111/j.1753-6405.2011.00610.x/pdf