Institute for Commercial Law, University of Hamburg, Max Brauer Allee 60, D-22765 Hamburg, Germany.
Public Health Nutr. 2012 Aug;15(8):1466-73. doi: 10.1017/S1368980011003223. Epub 2011 Dec 14.
To examine whether the German food industry directs commercials for unhealthy products to children and whether self-administered voluntary restrictions on the promotion of less healthy foods (the EU Pledge) are effective to mitigate this exposure.
By analysing German data from television (TV) channels, advertised products were categorized and food products classified as core foods (healthy) and non-core foods (less healthy). Marketing techniques were documented. Food commercials were furthermore compared with commercials for toy products, and comparisons were made between advertising patterns before and after the EU Pledge.
Data for ten German TV channels were recorded for two weekdays and two weekend days from 06.00 to 22.00 hours in 2007 and 2008. A second sample containing one weekday and one weekend day of three German TV channels was recorded again in 2010 for comparison in the same time period.
In total 16 062 advertisements from 2007-2008 and 2657 from 2010 were analysed.
In 2007-2008 19·9 % of TV commercials were for food products, of which 73 % were for non-core foods, 21 % for core foods and 6 % not classified. In three specified channels widely viewed by children and youth, 14·5 % of commercials were for food products, of which 88·2 % were for non-core foods. Commercials for unhealthy foods were broadcast significantly more often during children's peak viewing and in children's programmes, with a higher use of promotional characters and premiums than found in commercials for non-food products. In 2010, analysis of the three specified channels found that 18·5 % of commercials were for food products, of which 98·2 % were for non-core foods. While the use of premiums decreased compared with other commercials, the use of promotional characters in non-core food commercials increased, especially during children's programmes.
Children in Germany are exposed to large numbers of food commercials. The exposure to commercials for non-core foods and the use of techniques attractive to children are widespread and appear to have remained unaffected by the announcement of the EU Pledge in December 2007. We conclude that the industry's voluntary agreement has failed to fulfil its declared purpose.
研究德国食品行业是否针对儿童投放不健康产品的广告，以及食品行业自行实施的限制不太健康食品促销的自愿协议（欧盟承诺书）是否能有效减少此类儿童暴露。
通过分析德国电视（TV）频道的数据，对广告产品进行分类，并将食品产品分为核心食品（健康）和非核心食品（不太健康）。记录了营销手段。还将食品广告与玩具产品的广告进行了比较，并比较了欧盟承诺书前后的广告模式。
2007 年和 2008 年，在一周中的两天和周末两天，从 06.00 到 22.00 小时，在十个德国电视频道记录数据。2010 年，再次记录了包含一个工作日和一个周末日的三个德国电视频道的数据，以便在同一时间段进行比较。
共分析了 2007-2008 年的 16062 个广告和 2010 年的 2657 个广告。
2007-2008 年，电视广告中 19.9%为食品产品广告，其中 73%为非核心食品广告，21%为核心食品广告，6%未分类。在三个儿童和青年广泛观看的指定频道中，14.5%的广告为食品产品广告，其中 88.2%为非核心食品广告。在儿童高峰收视时间和儿童节目中，播放不健康食品广告的频率明显更高，而且比非食品产品广告更常使用促销角色和赠品。2010 年，对三个指定频道的分析发现，广告中 18.5%为食品产品广告，其中 98.2%为非核心食品广告。虽然与其他广告相比，赠品的使用有所减少，但非核心食品广告中促销角色的使用有所增加，尤其是在儿童节目中。
德国儿童接触大量食品广告。非核心食品广告的暴露率和对儿童有吸引力的技术的使用非常普遍，而且似乎并没有受到 2007 年 12 月欧盟承诺书的影响。我们的结论是，该行业的自愿协议未能实现其宣称的目的。
