Whalen Rosa, Harrold Joanne, Child Simon, Halford Jason, Boyland Emma
Department of Psychological Sciences, University of Liverpool, Liverpool, UK.
Cambridge Assessment, 1 Hills Road, Cambridge, UK.
Health Promot Int. 2019 Apr 1;34(2):227-235. doi: 10.1093/heapro/dax044.
Evidence demonstrating links between exposure to unhealthy food marketing, poor eating behaviours and paediatric obesity has led to calls for regulatory change in many countries, including the UK. However no official monitoring system exists to inform international debate on food advertising policy. This study systematically explores food advertising on UK television in 2010 (post-regulation) and compare this to 2008 (mid-regulation) to assess if food adverts improved in nutritional quality after implementation of regulations. Television was recorded between 6 a.m. and 10 p.m. for one weekday and one weekend day during 6 months of 2010 across 13 commercial television channels popular with children. These data were directly compared with previously published data for 2008. Food and beverages were the third most frequently advertised product type (11.9% of all ads), a decrease of 0.9% from 2008 (12.8%). Non-core food commercials decreased (down 2.2-53.8%) and core food advertising increased (up 0.5-18.6%). Fast food items were the third most frequently advertised food product (15.4%, up 3.5% from 2008). During peak children's viewing times, 17.0% of all commercials were for food, an increase of 4.7% from non-peak children's viewing times and fewer core (-0.9%) and more non-core (+0.5%) foods were advertised at these times. Despite statutory regulation, frequency and balance of food commercials (core, non-core and miscellaneous) remained relatively static over the 2 years. Children are still exposed to high amounts of unhealthy food advertising on television. Continued monitoring of television food advertising remains crucial and policymakers should examine the comparative efficacy of other restrictions.
有证据表明，接触不健康食品营销、不良饮食行为与儿童肥胖之间存在联系，这促使包括英国在内的许多国家呼吁进行监管变革。然而，目前尚无官方监测系统为国际食品广告政策辩论提供信息。本研究系统地探讨了2010年（监管后）英国电视上的食品广告情况，并将其与2008年（监管中期）进行比较，以评估法规实施后食品广告的营养质量是否有所改善。在2010年的6个月里，对13个受儿童欢迎的商业电视频道在一个工作日和一个周末从早上6点到晚上10点的节目进行了录制。这些数据与之前公布的2008年数据进行了直接比较。食品和饮料是广告宣传第三频繁的产品类型（占所有广告的11.9%），比2008年（12.8%）下降了0.9%。非核心食品广告减少（下降2.2%-53.8%），核心食品广告增加（上升0.5%-18.6%）。快餐是广告宣传第三频繁的食品（15.4%，比2008年上升3.5%）。在儿童收视高峰时段，所有广告中有17.0%是食品广告，比非儿童收视高峰时段增加了4.7%，此时宣传的核心食品较少（下降0.9%），非核心食品较多（上升0.5%）。尽管有法定监管，但在这两年中，食品广告（核心、非核心和其他）的频率和平衡相对保持不变。儿童在电视上仍然接触到大量不健康食品广告。持续监测电视食品广告仍然至关重要，政策制定者应研究其他限制措施的相对效果。
