Tang Yuxiang, Lei Nan, Hu Denghui, Liang Kaipeng, Liu Yang, Karupaiah Tilakavati, Kelly Bridget, Mackay Sally, Swinburn Boyd, Zhang Juan
School of Population Medicine and Public Health, Chinese Academy of Medical Sciences and Peking Union Medical College, Beijing, China.
National Clinical Research Center for Cardiovascular Diseases, Shenzhen, Fuwai Shenzhen Hospital, Chinese Academy of Medical Sciences, Shenzhen, China.
JAMA Netw Open. 2025 Jul 1;8(7):e2521819. doi: 10.1001/jamanetworkopen.2025.21819.
Alcohol advertising on television in China has the potential to target children and adolescents with harmful content. Understanding the extent of this advertising is critical for informing and improving current regulatory approaches.
To measure the exposure of alcohol advertisements on television channels popular among children and adolescents in Beijing, China.
DESIGN, SETTING, AND PARTICIPANTS: This cross-sectional study of television advertisements used the 4 most popular television channels for viewers aged 3 to 18 years (2 children's channels and 2 general channels) in Beijing and accessed advertisements recorded from October 19, 2020, to January 17, 2021. Television advertisements were recorded during 4 randomly selected weekdays and 4 randomly selected weekend days (from 6:00 am to 11:59 pm). Data were analyzed from October 1, 2023, to December 31, 2024.
Television alcohol advertisements, with food and nonalcoholic beverages (F&B) advertisements classified as not permitted in marketing to children included as comparison.
Primary outcomes included frequency and distribution of alcohol advertisements, rate per channel-hour, and potential exposure during peak viewing times (PVT). Secondary outcomes included comparison with F&B advertisements classified as not permitted based on the World Health Organization Western Pacific Region Office Nutrient Profile Model integrated with the International Network for Food and Obesity/Non-communicable Diseases Research, Monitoring and Action Support (INFORMAS) food classification system and analysis of 6 marketing strategies.
Among 13 864 total advertisements included in the analysis, 5368 were food advertisements. Among the food advertisements, 321 (6.0%; 95% CI, 5.4%-6.7%) were alcohol advertisements and 2001 (37.3%; 95% CI, 36.0%-38.6%) were F&B advertisements classified as not permitted. On general channels, a mean (SD) of 1.1 (1.7) alcohol advertisements per channel-hour were identified, with significantly higher rates during PVT compared with non-PVT (2.0 [2.4] vs 0.7 [0.9] per channel-hour; P < .001). The highest rate occurred between 9:00 and 9:59 pm, with a mean (SD) of 3.7 (2.8) advertisements per channel-hour and an estimated mean (SD) of 14 303 014 (11 659 096) impressions among children and adolescents. All 321 alcohol advertisements (100%; 95% CI, 98.9%-100%) and 1997 F&B advertisements classified as not permitted (99.8%; 95% CI, 99.5%-99.9%) used at least 1 marketing strategy, predominantly brand benefit claims, which were used in 307 alcohol advertisements (95.6%; 95% CI, 92.8%-97.4%) and 1915 F&B advertisements classified as not permitted (95.7%; 95% CI, 94.7%-96.5%).
In this cross-sectional study of television advertising, alcohol advertisements on general channels exceeded regulatory limits, especially during PVT. These findings suggest that current regulations allow exposure of children and adolescents to alcohol marketing and should be strengthened.
中国电视上的酒精广告有可能以有害内容针对儿童和青少年。了解此类广告的程度对于为当前监管方法提供信息并加以改进至关重要。
衡量中国北京受儿童和青少年欢迎的电视频道上酒精广告的曝光情况。
设计、设置和参与者：这项关于电视广告的横断面研究使用了北京4个最受3至18岁观众欢迎的电视频道（2个儿童频道和2个综合频道），并获取了2020年10月19日至2021年1月17日录制的广告。电视广告在4个随机选择的工作日和4个随机选择的周末日（上午6:00至晚上11:59）进行录制。数据于2023年10月1日至2024年12月31日进行分析。
电视酒精广告，将食品和非酒精饮料（F&B）广告归类为儿童营销中不允许的广告作为对照。
主要结局包括酒精广告的频率和分布、每频道小时率以及高峰收视时段（PVT）的潜在曝光量。次要结局包括与根据世界卫生组织西太平洋区域办事处营养成分模型与食品和肥胖/非传染性疾病研究、监测及行动支持国际网络（INFORMAS）食品分类系统归类为不允许的F&B广告进行比较，以及对6种营销策略的分析。
在分析的13864条广告中，5368条为食品广告。在食品广告中，321条（6.0%；95%CI，5.4%-6.7%）是酒精广告，2001条（37.3%；95%CI，36.0%-38.6%）是归类为不允许的F&B广告。在综合频道上，每频道小时平均（标准差）识别出1.1（1.7）条酒精广告，与非高峰收视时段相比，高峰收视时段的广告率显著更高（每频道小时2.0[2.4]条对0.7[0.9]条；P＜0.001）。最高广告率出现在晚上9:00至9:59之间，每频道小时平均（标准差）为3.7（2.8）条广告，儿童和青少年中的估计平均（标准差）曝光量为14303014（11659096）次。所有321条酒精广告（100%；95%CI，98.9%-100%）和1997条归类为不允许的F&B广告（99.8%；95%CI，99.5%-99.9%）至少使用了1种营销策略，主要是品牌利益宣称，307条酒精广告（95.6%；95%CI，92.8%-97.4%）和1915条归类为不允许的F&B广告（95.7%；95%CI，94.7%-96.5%）使用了该策略。
在这项关于电视广告的横断面研究中，综合频道上的酒精广告超出了监管限制，尤其是在高峰收视时段。这些发现表明，现行法规允许儿童和青少年接触酒精营销，应予以加强。
