Business School, University of Western Australia, 35 Stirling Highway, Crawley, WA 6009, Australia.
Health Promot J Austr. 2013 Aug;24(2):137-42. doi: 10.1071/HE12926.
The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations.
Data were acquired from a national media monitoring company for advertisements broadcast in five major Australian cities from 1 September 2010 to 31 October 2010. Content analysis was undertaken on these advertisements and the advertised foods were assessed against the Australian Guide to Healthy Eating. The data also included advertising expenditures.
Most advertised foods were non-core foods (63%), with few advertisements for fruits and vegetables (6%). Advertisements for non-core foods were significantly more frequent during prime time viewing periods (71% vs 60%; P<0.01). High levels of advertising for fast food (28%) and non-core beverages (24%) were recorded.
The present study found that the foods advertised during the data-collection period were inconsistent with the recommended diet. There are clear areas for policy concern given that the majority of recorded advertisements were for foods classified as 'occasional foods', there were low levels of advertising for fruit and vegetables, and there were no social marketing messages to support healthy eating. SO WHAT? The findings of the study suggest that there is an urgent need for more comprehensive regulation of food advertising in Australia.
本研究旨在描述澳大利亚电视上的食品广告和食品支出，并进行审核以评估有多少比例的食品和饮料电视广告符合饮食建议。
从一家全国性媒体监测公司获取了 2010 年 9 月 1 日至 10 月 31 日在澳大利亚五个主要城市播出的广告数据。对这些广告进行内容分析，并根据澳大利亚健康饮食指南评估所宣传的食品。该数据还包括广告支出。
大多数广告宣传的食品是非核心食品（63%），水果和蔬菜的广告很少（6%）。在黄金时段（71%比 60%；P<0.01），非核心食品的广告明显更频繁。记录到大量的快餐（28%）和非核心饮料（24%）广告。
本研究发现，在此期间收集的广告宣传的食品与推荐的饮食不符。鉴于记录的广告大部分是“偶尔食品”，水果和蔬菜的广告很少，也没有支持健康饮食的社会营销信息，这显然是政策需要关注的领域。那么，这项研究的结果表明，澳大利亚迫切需要更全面地监管食品广告。
