Department of Psychological Sciences, University of Liverpool, Liverpool L69 7ZX, UK.
Cambridge Assessment, Cambridge CB1 2EU, UK.
Int J Environ Res Public Health. 2018 Mar 20;15(3):560. doi: 10.3390/ijerph15030560.
Monitoring the creative content within food marketing to children is strongly advocated by public health authorities, but few studies address the prevalence of health-related messaging in television adverts. Food and beverage adverts ( = 18,888 in 2008, = 6664 in 2010) from UK television channels popular with children were coded and analyzed. Physical-activity depiction displayed an 18.8 percentage point increase from 2008 (4.4%) to 2010 (23.2%). Of the food adverts containing physical-activity depiction in 2010, 81.1% were for non-core foods. The appearance of health claims in food adverts in 2010 increased 4.1 percentage points from 2008 levels (20.7% to 24.8%) where the majority of food adverts featuring health and nutrition claims were for non-core foods (58.3%). Health-related (e.g., health/nutrition, weight loss/diet) appeals were used in 17.1% of food adverts during peak child-viewing times, rising to 33.0% of adverts shown on dedicated children's channels in 2010. Implicit (physical activity) and explicit (health claims) health messages are increasingly prevalent in UK television food advertising viewed by children, and are frequently used to promote unhealthy foods. Policy makers in the UK should consider amendments to the existing statutory approach in order to address this issue.
监测食品营销中的创意内容强烈受到公共卫生机构的提倡，但很少有研究涉及电视广告中与健康相关的信息的流行程度。对英国儿童喜爱的电视频道的食品和饮料广告（2008 年为 18888 个，2010 年为 6664 个）进行了编码和分析。2010 年，展示身体活动的广告增加了 18.8 个百分点，从 2008 年的 4.4%上升到 23.2%。在 2010 年包含身体活动描述的食品广告中，81.1%是针对非核心食品的。2010 年，食品广告中健康声称的出现率比 2008 年增加了 4.1 个百分点，从 20.7%上升到 24.8%，其中大多数具有健康和营养声称的食品广告都是针对非核心食品的（58.3%）。在儿童观看高峰时段，有 17.1%的食品广告使用了与健康相关的（例如健康/营养、减肥/饮食）诉求，而在 2010 年，专门针对儿童的电视频道上播出的广告中，这一比例上升到 33.0%。英国电视食品广告中越来越多地使用隐性（身体活动）和显性（健康声称）健康信息来宣传不健康食品。英国政策制定者应考虑修改现有的法定方法，以解决这一问题。
