Department of Public Health, Flinders University, Bedford Park, South Australia, Australia.
Public Health Nutr. 2012 Sep;15(9):1763-70. doi: 10.1017/S1368980012001231. Epub 2012 May 21.
To investigate marketing techniques used on the packaging of child-oriented products sold through supermarkets.
Food and beverage products which met criteria for 'marketed to children' were recorded as child-oriented. The products were analysed for food categories, nutritional value, and type and extent of marketing techniques used.
A major supermarket chain in Adelaide, South Australia.
Child-oriented food and beverage products.
One hundred and fifty-seven discrete products were marketed to children via product packaging; most (75·2 %) represented non-core foods, being high in fat or sugar. Many marketing techniques (more than sixteen unique marketing techniques) were used to promote child-oriented food products. Claims about health and nutrition were found on 55·5 % of non-core foods. A median of 6·43 marketing techniques per product was found.
The high volume and power of marketing non-core foods to children via product packaging in supermarkets should be of concern to policy makers wanting to improve children's diet for their health and to tackle childhood obesity. Claims about health or nutrition on non-core foods deserve urgent attention owing to their potential to mislead and confuse child and adult consumers.
调查超市销售的儿童导向产品包装上使用的营销手段。
符合“针对儿童营销”标准的食品和饮料产品被记录为儿童导向产品。对这些产品进行了食品类别、营养价值以及所使用营销手段的类型和程度的分析。
南澳大利亚阿德莱德的一家大型连锁超市。
儿童导向的食品和饮料产品。
通过产品包装向 157 种儿童食品和饮料产品进行了营销；其中大多数（75.2%）是非核心食品，脂肪或糖含量高。许多营销手段（超过十六种独特的营销手段）被用于推广儿童导向的食品产品。在非核心食品中，有 55.5%声称对健康和营养有益。每款产品平均使用了 6.43 种营销手段。
超市通过产品包装向儿童大量营销非核心食品的做法及其影响力，应该引起政策制定者的关注，他们希望改善儿童的饮食，促进其健康，以解决儿童肥胖问题。非核心食品上有关健康或营养的声称值得引起紧急关注，因为这些声称可能会误导和混淆儿童和成年消费者。
