Effect of Restrictions on Television Food Advertising to Children on Exposure to Advertisements for ‘Less Healthy’ Foods Repeat Cross-Sectional Study 英文参考文献.docVIP
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Effect of Restrictions on Television Food Advertising to Children on Exposure to Advertisements for ‘Less Healthy’ Foods Repeat Cross-Sectional Study 英文参考文献
EffectofRestrictionsonTelevisionFoodAdvertisingto
ChildrenonExposuretoAdvertisementsfor‘Less
Healthy’Foods:RepeatCross-SectionalStudy
JeanAdams1*,RachelTyrrell1,2,AshleyJ.Adamson1,2,MartinWhite1
1InstituteofHealthandSociety,NewcastleUniversity,NewcastleuponTyne,UnitedKingdom,2HumanNutritionResearchCentre,NewcastleUniversity,Newcastleupon
Tyne,UnitedKingdom
Abstract
Background:In2007,newschedulingrestrictionsontelevisionfoodadvertisingtochildrenintheUKwereannounced.The
aim of the restrictions was to ‘‘reduce significantly the exposure of children under 16 to high fat, salt or sugar (HFSS)
advertising’’.WeexploredtheimpactoftherestrictionsonrelativeexposuretoHFSSfoodadvertisingamongallviewers
andamongchildtelevisionviewers,aswellasadherencetotherestrictions.
Methods:Weconductedtwocross-sectionalstudiesofalladvertisementsbroadcastinoneregionoftheUKoveroneweek
periods–thefirst(week1)sixmonthsbeforetherestrictionswereintroduced,andthesecond(week2)sixmonthsafter.
Dataonwhatproductswereadvertisedwerelinkedtodataonhowmanypeoplewatchedeachadvertisement.Nutritional
contentoffoodsadvertisedwasaddedtothedatasetandusedtocalculateHFSSstatus.Relativeexposurewascalculatedas
theproportionofalladvertisingperson-minute-views(PMVs)thatwereforHFSSfoods.
Results: 1,672,417 advertisingPMV wereincluded. 14.6%ofadvertisingPMV wereforfoodand51.1%ofthese werefor
HFSSfood.RelativeexposureofallviewerstoHFSSfoodadvertisingincreasedbetweenstudyweeks1and2(oddsratio
(99%confidenceintervals)=1?54(1?51to1?57)).ExposureofchildrentoHFSSfoodadvertisingdidnotchangebetween
studyweeks1and2(oddsratio(99%confidenceintervals)=1?05(0?99to1?12)).Therewasalmostuniversaladherenceto
therestrictions.
Conclusions: Despite good adherence to the restrictions, they did not change relative exposure of children to HFSS
advertisingandwereassociatedwithanincreaseinrelativeexposureofallviewerstoHFSSadvertising.Strongerrestrictions
targetingawiderrangeofadvertisementsarenecessarytoreduceexposureofchildrentomarketingofl
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