Alvy Lisa M, Calvert Sandra L
University of Illinois at Chicago, Psychology, Chicago, IL 60607, USA.
J Am Diet Assoc. 2008 Apr;108(4):710-3. doi: 10.1016/j.jada.2008.01.006.
In 2006 the Institute of Medicine (IOM) concluded that food marketing was a contributor to childhood obesity in the United States. One recommendation of the IOM committee was for research on newer marketing venues, such as Internet Web sites. The purpose of this cross-sectional study was to answer the IOM's call by examining food marketing on popular children's Web sites. Ten Web sites were selected based on market research conducted by KidSay, which identified favorite sites of children aged 8 to 11 years during February 2005. Using a standardized coding form, these sites were examined page by page for the existence, type, and features of food marketing. Web sites were compared using chi2 analyses. Although food marketing was not pervasive on the majority of the sites, seven of the 10 Web sites contained food marketing. The products marketed were primarily candy, cereal, quick serve restaurants, and snacks. Candystand.com, a food product site, contained a significantly greater amount of food marketing than the other popular children's Web sites. Because the foods marketed to children are not consistent with a healthful diet, nutrition professionals should consider joining advocacy groups to pressure industry to reduce online food marketing directed at youth.
2006年，美国医学研究所（IOM）得出结论，食品营销是导致美国儿童肥胖的一个因素。IOM委员会的一项建议是对更新的营销场所进行研究，比如互联网网站。这项横断面研究的目的是通过考察热门儿童网站上的食品营销来响应IOM的呼吁。根据KidSay进行的市场调研，挑选出了10个网站，该调研确定了2005年2月期间8至11岁儿童最喜欢的网站。使用标准化编码表格，逐页检查这些网站上食品营销的存在情况、类型和特点。通过卡方分析对各网站进行比较。虽然大多数网站上的食品营销并不普遍，但10个网站中有7个包含食品营销。所营销的产品主要是糖果、谷类食品、快餐店食品和零食。食品产品网站Candystand.com上的食品营销量明显多于其他热门儿童网站。由于向儿童营销的食品不符合健康饮食标准，营养专业人员应考虑加入倡导团体，向行业施压，以减少针对青少年的在线食品营销。
