Jones S C, Gregory P, Kervin L
Centre for Health Initiatives, University of Wollongong, Wollongong, New South Wales, Australia.
Pediatr Obes. 2012 Jun;7(3):220-9. doi: 10.1111/j.2047-6310.2011.00045.x. Epub 2012 Mar 16.
While children's magazines 'blur the lines' between editorial content and advertising, this medium has escaped the calls for government restrictions that are currently associated with food advertisements aired during children's television programming. The aim of this study was to address significant gaps in the evidence base in relation to commercial food messages in children's magazines by systematically investigating the nature and extent of food advertising and promotions over a 12-month period.
All issues of Australian children's magazines published in the calendar year 2009 were examined for references to foods or beverages.
Approximately 16% of the 1678 food references identified were portrayals of branded food products (or food brands). However, only 83 of these 269 were clearly identified as advertisements. Of these 269 branded food references, 86% were for non-core (broadly, less healthy) foods, including all but seven of the advertisements.
It appears that recent reductions in televised promotions for non-core foods, and industry initiatives to reduce the targeting of children, have not carried through to magazine advertising. This study adds to the evidence base that the marketing of unhealthy food to children is widespread, and often covert, and supports public health calls for the strengthening of advertising regulation.
尽管儿童杂志模糊了编辑内容与广告之间的界限，但这种媒介尚未像儿童电视节目中播出的食品广告那样引发政府限制的呼声。本研究的目的是通过系统调查12个月期间食品广告和促销活动的性质和程度，填补儿童杂志中商业食品信息证据基础方面的重大空白。
对2009年历年出版的所有澳大利亚儿童杂志进行审查，查找其中对食品或饮料的提及。
在1678条识别出的食品提及中，约16%是对品牌食品（或食品品牌）的描述。然而，这269条中只有83条被明确识别为广告。在这269条品牌食品提及中，86%是针对非核心（大致上，不太健康）食品的，包括除七条广告之外的所有广告。
似乎最近非核心食品电视促销活动的减少以及行业减少针对儿童的举措，并未延伸至杂志广告。本研究补充了证据，表明向儿童推销不健康食品的现象普遍且往往隐蔽，并支持公共卫生领域要求加强广告监管的呼声。
