The caloric value of television food advertising targeted at Polish children
DOI:
https://doi.org/10.15584/medrev.2016.1.1Keywords:
Childhood obesity, Television advertising, High-calorie productsAbstract
Introduction: Obesity among children and adolescents is a growing health problem in the twenty-first century. The marketing of energydense nutrient-low foods via television advertising likely affects consumer choice. Successful advertising can give added value to products and may influence the viewer’s perception regarding the nutritional value and energy content of the advertised food. The aim of the study was to analyze the caloric content of all food-products advertised to children on three television stations.
Methods: All programmes broadcast on three television channels (TVP1; Polsat and Cartoon Network) were recorded on four days of each week for a 24-hour period. Advertisements were analyzed to determine the number of food. The advertised products were then purchased and the calorific value was recorded.
Results: The average caloric value of advertising for children ranged from 1700 kcal per day on the Cartoon Network to 33000 kcal per day on Polsat TV. The main ads targeting children were for snack and fast-food products with high levels of fat and sugar and an average caloric value of 500 kcal per 100g.
Conclusion: TV advertising aimed at child viewers promotes mainly energy-dense and nutrient-poor products. The promotion of such products may have an impact on consumer behavior and in turn influence the intake of excessive calories.
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