Haynes Ashleigh, Bayly Megan, Dixon Helen, McAleese Alison, Martin Jane, Chen Yan Jun Michelle, Wakefield Melanie
Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Rd, Melbourne, VIC 3004, Australia.
Melbourne School of Psychological Sciences, The University of Melbourne, Parkville, VIC, Australia.
Health Promot Int. 2022 Dec 1;37(6). doi: 10.1093/heapro/daac155.
Mass media campaigns can change attitudes and behaviours to improve population health. However, a key challenge is achieving share of voice in a complex and cluttered media environment. The aim of this study was to compare advertising expenditure on public health campaigns for obesity prevention (and related healthy eating and physical activity campaigns) with competing commercial categories of (a) sugary drinks, (b) artificially sweetened drinks and (c) diet/weight loss products and programmes. These commercial products may either undermine or dilute public health messages by directly contributing to poor health or confusing the public about the best ways to sustain a healthy lifestyle. Monthly estimates of advertising expenditure in Australian media (television, outdoor, cinema, radio, newspapers, magazines and digital) were obtained from Nielsen Media for 2016-18. Eligible public health advertising expenditure for the entire period (total AUD$27M) was vastly outweighed by the commercial categories of sugary drinks (AUD$129M) and diet/weight loss products and services (AUD$122M). Artificially sweetened drinks accounted for an additional AUD$23M of expenditure. These results highlight the need to rebalance the ratio of advertising to support public health in Australia through increased funding for obesity prevention and related campaigns, and critically, through government regulation to limit competing commercial advertising.
大众媒体宣传活动可以改变态度和行为，从而改善公众健康。然而，一个关键挑战是在复杂且充斥着各种信息的媒体环境中获得发声机会。本研究的目的是比较用于预防肥胖的公共卫生宣传活动（以及相关的健康饮食和体育活动宣传活动）的广告支出与以下几类竞争性商业产品的广告支出：（a）含糖饮料、（b）人工甜味饮料以及（c）减肥产品和项目。这些商业产品可能会直接导致健康问题或使公众对维持健康生活方式的最佳方法感到困惑，从而破坏或削弱公共卫生信息。从尼尔森媒体获得了2016 - 2018年澳大利亚媒体（电视、户外、电影院、广播、报纸、杂志和数字媒体）广告支出的月度估计数据。在整个期间，符合条件的公共卫生广告支出（总计2700万澳元）与含糖饮料（1.29亿澳元）以及减肥产品和服务（1.22亿澳元）这两类商业产品相比，差距巨大。人工甜味饮料的广告支出额外还有2300万澳元。这些结果凸显了通过增加对预防肥胖及相关宣传活动的资金投入，以及至关重要的是，通过政府监管来限制竞争性商业广告，以重新平衡澳大利亚广告投放比例以支持公共卫生的必要性。
