Televised food advertising to children has long been dominated by low-nutrient, high-calorie products. In response to public and policy-maker concern, 16 of the nation’s largest food conglomerates participate in a self-regulatory initiative in an effort to improve the nutritional quality of foods advertised to children, known as the Children’s Food and Beverage Advertising Initiative (CFBAI). This study will include a content analysis to evaluate the impact of the CFBAI on the overall nutritional quality of foods advertised on television to children. Previous studies employing identical content-based measures were conducted in 2005, well before any self-regulatory efforts began, and in 2009, after the CFBAI was fully implemented. The most recent 2009 findings indicate that industry self-regulation resulted in little improvement in the nutritional quality of advertised foods, despite the fact that companies generally complied with their pledges. This new research will gather additional data in 2011 to assess the adequacy of industry self-regulation at meeting several policy goals, including achievement of significant improvements in the overall nutritional quality of foods marketed to children, and an end to the use of licensed characters to promote unhealthy foods. The study will classify the nutritional quality of foods advertised on television to children using a food rating system devised by the U.S. Department of Health and Human Services (Go-Slow-Whoa).
Examining the Effects of Industry Self-Regulation on Televised Food Ads Seen by Children
This article assesses the nutritional quality of foods that are advertised with familiar children’s characters. It also examines how frequently familiar characters are paired with health messages in these advertisement. A total of 577 food advertisements that were aired on the most popular broadcast and cable channels during 2011 were … More
Breastfeeding protects against overweight and obesity, asthma, eczema, and type-II diabetes, and has long-term health benefits for women. The health benefits of breastfeeding are so valuable that in 1981, the World Health Organization established the International Code of Marketing of Breast-Milk Substitutes (WHO Code) that prohibits marketing infant formula to … More
Digital Food and Beverage Marketing Environments in a National Sample of Middle Schools: Implications for Policy and Practice
One promising approach to influence nutrition behavior is to limit food and beverage marketing to children. Children are a lucrative market and schools may be an effective setting in which to intervene. Studies have shown that marketing in schools is prevalent but little is known about digital marketing to students … More