Carolina Population Center, University of North Carolina, Chapel Hill, NC, USA.
School of Psychology, Pontificia Universidad Católica de Chile, Santiago, Chile.
Public Health Nutr. 2023 Dec 27;27(1):e26. doi: 10.1017/S1368980023002872.
Sugar-sweetened beverages (SSB) are heavily advertised globally, and SSB consumption is linked to increased health risk. To reduce unhealthy food marketing, Chile implemented a regulation for products classified as high in energies, sugar, saturated fat or sodium, starting with a 2016 ban on child-targeted advertising of these products and adding a 06.00-22.00 daytime advertising ban in 2019. This study assesses changes in television advertising prevalence of ready-to-drink beverages, including and beyond SSB, to analyse how the beverage industry shifted its marketing strategies across Chile's implementation phases.
Beverage advertisements were recorded during two randomly constructed weeks in April-May of 2016 (pre-implementation) through 2019 (daytime ban). Ad products were classified as 'high-in' or 'non-high-in' according to regulation nutrient thresholds. Ads were analysed for their programme placement and marketing content.
Chile.
From pre-regulation to daytime ban, child-targeted, daytime and total ads decreased by 51·8 percentage points (p.p.), 51·5 p.p. and 61·8 p.p. for high-in products and increased by 62·9 p.p., 54·9 p.p. and 61·8 p.p. for non-high-in products ( < 0·001). Additionally, total ready-to-drink beverage ads increased by 5·4 p.p. and brand-only ads (no product shown) by 7 p.p.
After the regulation implementation, 'high-in' ads fell significantly, but 'non-high-in' ads rose and continued using strategies targeting children and being aired during daytime. Given research showing that advertising one product can increase preferences for a different product from that same brand and product categories, broader food marketing regulation approaches may be needed to protect children from the harmful effects of food marketing.
含糖饮料（SSB）在全球范围内大量宣传，而 SSB 消费与健康风险增加有关。为了减少不健康食品的营销，智利实施了一项针对高能量、糖、饱和脂肪或钠产品的规定，从 2016 年禁止针对这些产品的儿童定向广告开始，并在 2019 年增加了 06.00-22.00 日间广告禁令。本研究评估了即饮饮料（包括 SSB 以外的饮料）电视广告的流行情况，以分析饮料行业如何在智利的实施阶段改变其营销策略。
在 2016 年 4 月至 5 月（实施前）和 2019 年（日间禁令）期间，随机选择两周记录饮料广告。根据规定的营养阈值，将广告产品分类为“高”或“非高”。对广告的节目安排和营销内容进行了分析。
智利。
从实施前到日间禁令期间，高营养产品的儿童定向、日间和总广告分别下降了 51.8 个百分点（p.p.）、51.5 p.p. 和 61.8 p.p.，而非高营养产品的广告分别增加了 62.9 p.p.、54.9 p.p. 和 61.8 p.p.（<0.001）。此外，总即饮饮料广告增加了 5.4 个百分点，而仅品牌广告（未显示产品）增加了 7 个百分点。
在规定实施后，“高”广告显著下降，但“非高”广告上升，并继续使用针对儿童的策略，并在日间播出。鉴于研究表明，广告一种产品可以增加对同一品牌和产品类别不同产品的偏好，可能需要更广泛的食品营销监管方法来保护儿童免受食品营销的有害影响。
