Hingle Melanie D, Castonguay Jessica S, Ambuel Danielle A, Smith Rachel M, Kunkel Dale
Department of Nutritional Sciences, College of Agriculture and Life Sciences.
Annenberg Public Policy Center, University of Pennsylvania, Philadelphia, Pennsylvania.
Am J Prev Med. 2015 Jun;48(6):707-13. doi: 10.1016/j.amepre.2015.01.004. Epub 2015 Apr 8.
It is well established that children are exposed to food marketing promoting calorically dense, low-nutrient products. Reducing exposure to obesogenic marketing presents an opportunity to improve children's health. The purpose of this study was to determine the extent to which televised food advertising practices targeting children (aged ≤12 years) were consistent with guidelines proposed by a coalition of federal authorities known as the Interagency Working Group on Foods Marketed to Children (IWG).
A sample of children's TV programming aired on five national broadcast networks and two cable channels (N=103 shows) was recorded February to April 2013. The sample contained 354 food ads. Advertised products were identified and categorized using industry classification codes and nutrient data obtained from manufacturers. Product compliance with IWG saturated fat, trans fat, added sugar, and sodium guidelines was evaluated.
Analyses conducted in 2013 revealed that nearly all food ads (94%) met guidelines for trans fats; 68% and 62% met guidelines for sodium and saturated fat, respectively; and 20% complied with added sugar guidelines. Overall, 1.4% of all child-targeted food ads met all aspects of IWG guidelines.
Nearly all food advertisements exceeded guidelines for at least one recommended nutrient to limit. Individually, conformity was high for guidelines for trans fats, moderate for sodium and saturated fats, and poor for added sugar. These findings suggest that child-targeted food advertising remains strongly biased toward less healthy options. Policymakers wishing to regulate food marketing should understand the amount and types of advertisements that children view.
儿童接触到宣传高热量、低营养产品的食品营销，这一点已得到充分证实。减少接触致胖性营销为改善儿童健康提供了契机。本研究的目的是确定针对儿童（12岁及以下）的电视食品广告做法在多大程度上符合一个由联邦当局组成的联盟——面向儿童销售食品跨部门工作组（IWG）提出的指导方针。
2013年2月至4月，记录了在五个全国性广播网络和两个有线电视频道播出的儿童电视节目样本（N = 103个节目）。该样本包含354条食品广告。使用行业分类代码和从制造商处获得的营养数据来识别和分类所宣传的产品。评估产品是否符合IWG关于饱和脂肪、反式脂肪、添加糖和钠的指导方针。
2013年进行的分析显示，几乎所有食品广告（94%）都符合反式脂肪指导方针；分别有68%和62%符合钠和饱和脂肪指导方针；20%符合添加糖指导方针。总体而言，所有针对儿童的食品广告中有1.4%符合IWG指导方针的所有方面。
几乎所有食品广告在至少一项建议限制的营养素方面都超出了指导方针。就个别而言，反式脂肪指导方针的符合度高，钠和饱和脂肪指导方针的符合度中等，添加糖指导方针的符合度差。这些发现表明，针对儿童的食品广告仍然严重倾向于不健康的选择。希望对食品营销进行监管的政策制定者应该了解儿童观看的广告数量和类型。
