Advertised foods on children's television
H. L. Taras and M. Gage
Department of Pediatrics, University of California, San Diego, La Jolla, USA.
OBJECTIVE: To assess the quantity and nutritional value of foods advertised
on children's television following new regulations and an expanded number
of networks. RESEARCH DESIGN: Children's television hours were surveyed
(with use of a method modeled on previously published studies, for purposes
of comparison). SETTING: Seven local network affiliates; all but one are
broadcast nationally. RESULTS: Children viewed an average of 21.3
commercials per hour, each lasting an average of 28.6 seconds. Food
advertisements accounted for 47.8% of these commercials. Ninety-one percent
of advertised foods are high in fat, sugar, and/or salt. Compared with data
collected before new regulations and networks, children now watch more
numerous but shorter commercials. Cereals and sweet snacks are advertised
proportionately less. Processed foods, canned and prepared foods, and dairy
products are more frequently advertised. The proportion of foods high in
fat, salt, and sugar has not changed. CONCLUSIONS: Commercials advertising
unhealthy foods account for a large portion of children's televised viewing
time. Current regulations and the incursion of cable networks into the
children's television market have not meaningfully impacted the nature or
number of food advertisements.
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