Cowburn Gill, Boxer Anna
British Heart Foundation Health Promotion Research Group, Department of Public Health, University of Oxford, Rosemary Rue Building, Old Road Campus, Headington, Oxford OX3 7LF, UK.
Public Health Nutr. 2007 Oct;10(10):1024-31. doi: 10.1017/S1368980007666658. Epub 2007 May 22.
To examine the nature of the link between food advertising in UK magazines aimed at children and young people and Internet food marketing, to establish whether consideration should be given to tightening existing controls.
A review and descriptive analysis of food advertising found in a sample of the top five magazine titles aimed at a range of ages of children and young people between November 2004 and August 2005 and of the Internet food marketing sites to which readers were directed.
Food advertising appeared as 'cover-mount' free gifts and as part of the main bound issue. Children aged 6-10 years were the most frequent recipients of food-based free gifts, all of which were confectionery. No food advertising was found in magazines aimed at pre-school children and it formed a small percentage of total advertising in the magazines aimed at children of school age and above. Most food advertisements were for 'less healthy' foods, although advertisements for 'healthier' food products did appear infrequently. Almost half of food advertisements directed readers towards Internet food marketing sites. We found evidence that these sites are using at least some of the 'marketing tricks' which have been identified as a cause for concern.
Proposed restrictions on broadcast media may lead to more food advertising via other non-broadcast means. We suggest monitoring the effect of such changes in print and online advertising and that consideration be given to restricting marketing techniques used on websites aimed at children and young people.
研究英国面向儿童和青少年的杂志上的食品广告与互联网食品营销之间联系的性质，以确定是否应考虑加强现有管控措施。
对2004年11月至2005年8月期间面向不同年龄段儿童和青少年的前五名杂志样本中发现的食品广告，以及读者被引导至的互联网食品营销网站进行综述和描述性分析。
食品广告以“封面附赠品”免费礼品形式出现，并作为主要装订刊物的一部分。6至10岁的儿童是食品类免费礼品的最常见接收者，所有礼品均为糖果。在面向学龄前儿童的杂志中未发现食品广告，而在面向学龄及以上儿童的杂志中，食品广告占总广告的比例较小。大多数食品广告宣传的是“不太健康”的食品，不过“更健康”食品的广告也偶尔出现。几乎一半的食品广告将读者导向互联网食品营销网站。我们发现有证据表明这些网站至少使用了一些被视为令人担忧原因的“营销手段”。
对广播媒体的拟议限制可能会导致更多食品广告通过其他非广播手段进行宣传。我们建议监测印刷和在线广告方面此类变化的影响，并考虑限制针对儿童和青少年的网站所使用的营销技巧。
