Hussman School of Journalism and Media, University of North Carolina, Chapel Hill, NC, 27599, USA.
Carolina Population Center, University of North Carolina, Chapel Hill, NC, 27516, USA.
Int J Behav Nutr Phys Act. 2023 May 26;20(1):62. doi: 10.1186/s12966-023-01454-w.
As childhood obesity rates continue to rise, health organizations have called for regulations that protect children from exposure to unhealthy food marketing. In this study, we evaluate the impact of child-based versus time-based restrictions of "high-in" food and beverage advertising in Chile, which first restricted the placement of "high-in" advertisements (ads) in television attracting children and the use of child-directed content in high-in ads and, second, banned high-in ads from 6am-10pm. "High-in" refers to products above regulation-defined thresholds in energy, saturated fats, sugars, and/or sodium. High-in advertising prevalence and children's exposure to high-in advertising are assessed.
We analyzed a random stratified sample of advertising from two constructed weeks of television at pre-regulation (2016), after Phase 1 child-based advertising restrictions (2017, 2018), and after the Phase 2 addition of a 6am-10pm high-in advertising ban (2019). High-in ad prevalence in post-regulation years were compared to prior years to assess changes in prevalence. We also analyzed television ratings data for the 4-12 year-old child audience to estimate children's ad exposure.
Compared to pre-regulation, high-in ads decreased after Phase 1 (2017) by 42% across television (41% between 6am-10pm, 44% from 10pm-12am) and 29% in programs attracting children (P < 0.01). High-in ads further decreased after Phase 2, reaching a 64% drop from pre-regulation across television (66% between 6am-10pm, 56% from 10pm-12am) and a 77% drop in programs attracting children (P < 0.01). High-in ads with child-directed ad content also dropped across television in Phase 1 (by 41%) and Phase 2 (by 67%), compared to pre-regulation (P < 0.01). Except for high-in ads from 10pm-12am, decreases in high-in ads between Phase 1 (2018) and Phase 2 were significant (P < 0.01). Children's high-in ad exposure decreased by 57% after Phase 1 and by 73% after Phase 2 (P < 0.001), compared to pre-regulation.
Chile's regulation most effectively reduced children's exposure to unhealthy food marketing with combined child-based and time-based restrictions. Challenges remain with compliance and limits in the regulation, as high-in ads were not eliminated from television. Yet, having a 6am-10pm ban is clearly critical for maximizing the design and implementation of policies that protect children from unhealthy food marketing.
随着儿童肥胖率的持续上升，健康组织呼吁出台法规，保护儿童免受不健康食品营销的影响。在这项研究中，我们评估了智利对儿童为基础和时间为基础的“高”食品和饮料广告限制的影响，智利首先限制了吸引儿童的“高”广告（广告）的投放位置以及高广告中使用儿童导向内容，并其次禁止高广告从早上 6 点到晚上 10 点播出。“高”是指产品的能量、饱和脂肪、糖和/或钠含量超过规定的阈值。评估高广告的流行率和儿童对高广告的接触率。
我们分析了两个构建的电视周的随机分层广告样本，一个在监管前（2016 年），一个在第一阶段以儿童为基础的广告限制（2017 年、2018 年）之后，另一个在第二阶段增加了早上 6 点到晚上 10 点的高广告禁令（2019 年）之后。将监管后的高广告流行率与之前的年份进行比较，以评估流行率的变化。我们还分析了 4-12 岁儿童观众的电视收视率数据，以估计儿童的广告暴露情况。
与监管前相比，第一阶段（2017 年）后，高广告在电视上的流行率下降了 42%（6 点至 10 点之间下降 44%，10 点至 12 点之间下降 41%），在吸引儿童的节目中下降了 29%（P<0.01）。第二阶段后，高广告进一步下降，电视上的流行率比监管前下降了 64%（6 点至 10 点之间下降 66%，10 点至 12 点之间下降 56%），吸引儿童的节目中下降了 77%（P<0.01）。第一阶段（下降 41%）和第二阶段（下降 67%）后，儿童导向广告内容的高广告在电视上的投放也有所下降，与监管前相比（P<0.01）。除了 10 点至 12 点之间的高广告外，第一阶段（2018 年）和第二阶段（2019 年）之间高广告的下降均有显著差异（P<0.01）。与监管前相比，儿童高广告的接触率在第一阶段后下降了 57%，在第二阶段后下降了 73%（P<0.001）。
智利的监管措施通过结合以儿童为基础和以时间为基础的限制，最有效地减少了儿童对不健康食品营销的接触。在遵守和限制监管方面仍存在挑战，因为高广告并没有从电视上完全消失。然而，实施早上 6 点至晚上 10 点的禁令显然对于最大限度地设计和实施保护儿童免受不健康食品营销影响的政策至关重要。
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