Chapman K J, Fairchild R M, Morgan M Z
Applied Clinical Research and Public Health, College of Biomedical and Life Sciences, Cardiff University, School of Dentistry, Heath Park, Cardiff, CF14 4XY.
Cardiff Metropolitan University, Department of Healthcare and Food, Cardiff, CF5 2YB.
Br Dent J. 2014 Nov;217(10):E20. doi: 10.1038/sj.bdj.2014.1007.
Children's magazines are popular in the United Kingdom, but their content is poorly regulated. Consequently, food and beverages high in fat, salt and sugar (HFSS), detrimental to oral and wider health, make unrestricted appearances. The study aim was to assess the amount of HFSS food and drink children are exposed to while reading magazines; with particular focus on foods containing free sugars due to their known cariogenic properties, and foods with low pH due to their erosive potential.
Eleven of the most popular UK children's magazines were selected and purchased at four separate time points in 2012. These 44 magazines were examined using content analysis; any references to food/beverages (in advertisements, free gifts, editorial and general content) were recorded.
Of the 508 food references observed, 73.6% (374/508) were for foods detrimental to oral health owing to their high sugar and/or acid content. 5.9% (30/508) were considered 'unhealthy' due to their fat or salt content. 20.5% of references were for 'healthy' foods (104/508). The most common food categories referenced were baked goods (181/508) and sweets (86/508). Over a third (36.4%, 16/44) of magazines came with free sweets. In terms of positioning, the food/drink references were predominantly found in the general content of the magazines, including the editorial spreads. Direct advertisements for food/drink only accounted for 9.6% (36/374) of the total number of references counted.
Food references within children's magazines are biased towards unhealthy foods especially those detrimental to oral health; these permeate throughout the general and editorial content and are not restricted to direct advertisements. Magazine editors, journalists and illustrators are responsible for the editorial and general content of magazines. Without regulation, subliminal placement of advertisements within editorial and general content leads to 'advertorials' which are known to confuse children and parents alike. This study concludes that regulation may therefore need to cover more than just the direct advertisements. Dental professionals need to be aware of current trends in children's media when giving health education advice or designing health promotion initiatives.
儿童杂志在英国很受欢迎，但其内容监管不力。因此，对口腔及整体健康有害的高脂肪、高盐和高糖（HFSS）食品和饮料随处可见。本研究旨在评估儿童阅读杂志时接触到的HFSS食品和饮料的数量；特别关注含有游离糖的食品，因其已知的致龋特性，以及pH值低的食品，因其具有侵蚀性。
选取了英国最受欢迎的11种儿童杂志，并于2012年的四个不同时间点购买。使用内容分析法对这44本杂志进行检查；记录所有提及食品/饮料的内容（在广告、免费赠品、编辑内容和一般内容中）。
在观察到的508条食品提及中，73.6%（374/508）是由于含糖量高和/或酸性强而对口腔健康有害的食品。5.9%（30/508）因其脂肪或盐含量被认为是“不健康的”。20.5%的提及是关于“健康”食品（104/508）。提及最多的食品类别是烘焙食品（181/508）和糖果（86/508）。超过三分之一（36.4%，16/44）的杂志随刊赠送免费糖果。在位置方面，食品/饮料提及主要出现在杂志的一般内容中，包括编辑版面。食品/饮料的直接广告仅占统计的提及总数的9.6%（36/374）。
儿童杂志中的食品提及偏向于不健康食品，尤其是那些对口腔健康有害的食品；这些内容贯穿于一般内容和编辑内容中，并不局限于直接广告。杂志编辑、记者和插画师负责杂志的编辑内容和一般内容。如果没有监管，广告在编辑内容和一般内容中的潜意识植入会导致“软文广告”，这会让儿童和家长都感到困惑。本研究得出结论，因此监管可能需要涵盖的不仅仅是直接广告。牙科专业人员在提供健康教育建议或设计健康促进活动时，需要了解儿童媒体的当前趋势。
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