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      The exposure to television advertising of unhealthy food among children and adolescents and its impact in Beijing

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          Abstract

          Objective To examine the exposure to television advertising of unhealthy food among children and adolescents in Beijing, in order to provide a basis for the formulation of marketing management policies with unhealthy food.

          Methods Four weekdays and four weekend days were randomly selected during October 19, 2020 to January 17, 2021, excluding holidays and school holidays. The top five popular channels of children and adolescents aged 3 to 18 years old were selected. A total of 720 hours was included for coding and analysis. World Health Organization Nutrient Profile Model for the Western Pacific Region was used to classify food and assess the health level.

          Results A total of 13 864 advertisings (ads) was monitored, 38.8% (5 376) of which were food ads. Furthermore, 49.9% (2 680) of food ads were unhealthy food ads, with a frequency of 2.00 per hour per channel. The top five most frequent food ads were infant formula for 12–36 months (26.7%), cheese (16.7%), savory snacks (12.2%), milk drinks (10.5%) and chocolate and candy (6.0%). The most frequently used marketing strategies for unhealthy food ads were brand benefit claims (96.8%) and promotional characters (67.9%).

          Conclusion Children and adolescents in Beijing are highly exposed to TV marketing of unhealthy foods. Marketing strategies such as brand benefit claims and promotional characters are employed to boost the impact of unhealthy food ads. There is an urgent need to introduce relevant policies to regulate TV marketing of unhealthy foods.

          Abstract

          【摘要】 目的 了解北京市儿童青少年不健康食品电视营销暴露程度及其影响, 为不健康食品营销管理政策的制定提供 依据。 方法 于 2020 年 10 月 19 日至 2021 年 1 月 17 日排除重大节日和假期后随机选取 4 个工作日和 4 个非工作日为研 究日期, 选取 3~18 岁儿童青少年最喜欢的 5 个频道为研究频道, 共纳人 720 h 广告并编码分析。使用《世界卫生组织西太 平洋地区营养素度量模型》对食品分类并判断其健康程度。 结果 共监测到 13 864 个广告, 38.8%(5 376 个)为食品广告, 其中 49.9%(2 680 个)为不健康食品广告, 平均频率为 2.00 个/(h•频道)。广告中占比排前5 位的食品依次是 12~36 个 月婴儿配方奶粉(26.7%)、奶酪(16.7%)、休闲零食(12.2%)、奶及奶制品(10.5%)和巧克力及糖果类(6.0%)。不健康食 品广告最常使用的营销策略是品牌益处声称(96.8%)和营销角色(67.9%)。 结论 儿童青少年在不健康食品电视营销中 的暴露程度较高, 不健康食品广告多通过使用品牌益处声称、营销角色等营销策略增加广告的影响力; 亟需出台相关政策 监管不健康食品电视营销。

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          Author and article information

          Journal
          CJSH
          Chinese Journal of School Health
          Chinese Journal of School Health (China )
          1000-9817
          01 July 2023
          01 July 2023
          : 44
          : 7
          : 974-978
          Affiliations
          [1] 1School of Population Medicine and Public Health, Chinese Academy of Medical Sciences and Peking Union Medical College, Beijing (100730), China
          Author notes
          *Corresponding author: ZHANG Juan, E-mail: zhangjuan@ 123456sph.pumc.edu.cn
          Article
          j.cnki.1000-9817.2023.07.004
          10.16835/j.cnki.1000-9817.2023.07.004
          8dff7c23-9626-44ff-95c3-db0c2ac2dd1f
          © 2023 Chinese Journal of School Health

          This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 Unported License (CC BY-NC 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. See https://creativecommons.org/licenses/by-nc/4.0/.

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          Categories
          Journal Article

          Ophthalmology & Optometry,Pediatrics,Nutrition & Dietetics,Clinical Psychology & Psychiatry,Public health
          Food,Adolescent,Child,Marketing,Advertisements

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