The advertised diet: an examination of the extent and nature of food advertising on Australian television
Michele Roberts A E , Simone Pettigrew A , Kathy Chapman B , Pascale Quester C and Caroline Miller D
+ Author Affiliations
- Author Affiliations
A Business School, University of Western Australia, 35 Stirling Highway, Crawley, WA 6009, Australia.
B Cancer Council NSW, PO Box 572, Kings Cross, NSW 1340, Australia.
C The University of Adelaide, North Terrace, Adelaide, SA 5005, Australia.
D South Australian Health and Medical Research Institute and School of Population Health, University of Adelaide, North Terrace, Adelaide, SA 5005, Australia.
E Corresponding author. Email: michele.roberts@uwa.edu.au
Health Promotion Journal of Australia 24(2) 137-142 https://doi.org/10.1071/HE12926
Submitted: 18 November 2012 Accepted: 26 July 2013 Published: 16 September 2013
Journal Compilation © Australian Health Promotion Association 2013
Abstract
Issues addressed: The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations.
Methods: Data were acquired from a national media monitoring company for advertisements broadcast in five major Australian cities from 1 September 2010 to 31 October 2010. Content analysis was undertaken on these advertisements and the advertised foods were assessed against the Australian Guide to Healthy Eating. The data also included advertising expenditures.
Results: Most advertised foods were non-core foods (63%), with few advertisements for fruits and vegetables (6%). Advertisements for non-core foods were significantly more frequent during prime time viewing periods (71% vs 60%; P < 0.01). High levels of advertising for fast food (28%) and non-core beverages (24%) were recorded.
Conclusions: The present study found that the foods advertised during the data-collection period were inconsistent with the recommended diet. There are clear areas for policy concern given that the majority of recorded advertisements were for foods classified as ‘occasional foods’, there were low levels of advertising for fruit and vegetables, and there were no social marketing messages to support healthy eating.
So what?: The findings of the study suggest that there is an urgent need for more comprehensive regulation of food advertising in Australia.
Keywords : advertising, food, marketing, nutrition, obesity, regulations.
References
[1] Australian Bureau of Statistics. Australian health survey: first results, 2011–12 (catalogue no. 4364.0.55.001). Canberra: Australian Bureau of Statistics; 2012. Available from: http://www.abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/4364.0.55.0012011-12?OpenDocument [Verified 17 November 2012].[2] McNaughton SA, Ball K, Crawford D, Mishra GD (2008) An index of diet and eating patterns is a valid measure of diet quality in an Australian population. J Nutr 138, 86–93.
[3] Cairns G, Angus K, Hastings G. The extent, nature and effects of food promotion to children: a review of the evidence to December 2008. Geneva: World Health Organization; 2009. Available from: http://www.who.int/dietphysicalactivity/Evidence_Update_2009.pdf [Verified 2 February 2013].
[4] Office of Communications (Ofcom). Childhood obesity: food advertising in context: children’s food choices, parents’ understanding and influence, and the role of food promotion. London: Ofcom; 2004. Available from: http://stakeholders.ofcom.org.uk/binaries/research/tv-research/report2.pdf [Verified 2 February 2013].
[5] Chartrand TL, Bargh JA (1999) The chameleon effect: the perception–behavior link and social interaction. J Pers Soc Psychol 76, 893–910.
| The chameleon effect: the perception–behavior link and social interaction.Crossref | GoogleScholarGoogle Scholar | 1:STN:280:DyaK1MzjtFSqsg%3D%3D&md5=e0607cb8af2c0bea60046eb273986960CAS | 10402679PubMed |
[6] Tanner RJ, Ferraro R, Chartrand TL, Bettman JR, Baaren RV (2008) Of chameleons and consumption: the impact of mimicry on choice and preferences. J Consum Res 34, 754–66.
| Of chameleons and consumption: the impact of mimicry on choice and preferences.Crossref | GoogleScholarGoogle Scholar |
[7] Brucks M, Armstrong G, Goldberg M (1988) Children’s use of cognitive defenses against television advertising: a cognitive response approach. J Consum Res 14, 471–81.
| Children’s use of cognitive defenses against television advertising: a cognitive response approach.Crossref | GoogleScholarGoogle Scholar |
[8] Halford JC, Boyland EJ, Hughes G, Oliveira LP, Dovey TM (2007) Beyond-brand effect of television (TV) food advertisements/commercials on caloric intake and food choice of 5–7-year-old children. Appetite 49, 263–7.
| Beyond-brand effect of television (TV) food advertisements/commercials on caloric intake and food choice of 5–7-year-old children.Crossref | GoogleScholarGoogle Scholar | 17258351PubMed |
[9] Harris JL, Bargh JA, Brownell KD (2009) Priming effects of television food advertising on eating behavior. Health Psychol 28, 404–13.
| Priming effects of television food advertising on eating behavior.Crossref | GoogleScholarGoogle Scholar | 19594263PubMed |
[10] Australian Communications & Media Authority. Children’s television standards 2009. Subsection 122 (1) of the Broadcasting Services Act 1992. Canberra: Australian Communications & Media Authority; 2012. Available from: http://www.acma.gov.au/webwr/aba/contentreg/codes/television/documents/childrens_tv_standards_2009.pdf [Verified 2 February 2013].
[11] Australian Food and Grocery Council. The responsible children’s marketing initiative of the Australian Food and Beverage Industry. Canberra: Australian Food and Grocery Council; 2009. Available from: http://www.afgc.org.au/industry-codes/advertising-to-children/rcmi.html [Verified 2 February 2013].
[12] Australian Association of National Advertisers. Australian quick service restaurant industry initiative for responsible advertising and marketing to children. Canberra: Australian Association of National Advertisers; 2009. Available from: http://www.aana.com.au/pages/australian-quick-service-restaurant-industry-initiative-for-responsible-advertising-and-marketing-to [Verified 2 February 2013].
[13] King L, Hebden L, Grunseit A, Kelly B, Chapman K (2012) Building the case for independent monitoring of food advertising on Australian television. Public Health Nutr 1, 1–6.
| Building the case for independent monitoring of food advertising on Australian television.Crossref | GoogleScholarGoogle Scholar |
[14] Chapman K, Nicholas P, Supramaniam R (2006) How much food advertising is there on Australian television? Health Promot Int 21, 172–80.
| How much food advertising is there on Australian television?Crossref | GoogleScholarGoogle Scholar | 16835276PubMed |
[15] Mink M, Evans A, Moore CG, Calderon KS, Deger S (2010) Nutritional imbalance endorsed by televised food advertisements. J Am Diet Assoc 110, 904–10.
| Nutritional imbalance endorsed by televised food advertisements.Crossref | GoogleScholarGoogle Scholar | 20497780PubMed |
[16] Abbatangelo-Gray J, Byrd-Bredbenner C, Austin SB (2008) Health and nutrient content claims in food advertisements on Hispanic and mainstream prime-time television. J Nutr Educ Behav 40, 348–54.
| Health and nutrient content claims in food advertisements on Hispanic and mainstream prime-time television.Crossref | GoogleScholarGoogle Scholar | 18984490PubMed |
[17] Henderson VR, Kelly B (2005) Food advertising in the age of obesity: content analysis of food advertising on general market and African American television. J Nutr Educ Behav 37, 191–6.
| Food advertising in the age of obesity: content analysis of food advertising on general market and African American television.Crossref | GoogleScholarGoogle Scholar | 16029689PubMed |
[18] Warren R, Wicks RH, Wicks JLB, Fosu I, Chung D (2008) Food and beverage advertising on US television: a comparison of child-targeted versus general audience commercials. J Broadcast Electron Media 52, 231–46.
| Food and beverage advertising on US television: a comparison of child-targeted versus general audience commercials.Crossref | GoogleScholarGoogle Scholar |
[19] Adams J, Hennessy-Priest K, Ingimarsdóttir S, Sheeshka J, Østbye T, White M (2009) Changes in food advertisements during ‘prime time’ television from 1991 to 2006 in the UK and Canada. Br J Nutr 102, 584–93.
| Changes in food advertisements during ‘prime time’ television from 1991 to 2006 in the UK and Canada.Crossref | GoogleScholarGoogle Scholar | 1:CAS:528:DC%2BD1MXhtVGhs7jK&md5=966dd173cf7627a17f8d8a4a5807a539CAS | 19243640PubMed |
[20] Sixsmith R, Furnham A (2010) A content analysis of British food advertisements aimed at children and adults. Health Promot Int 25, 24–32.
| A content analysis of British food advertisements aimed at children and adults.Crossref | GoogleScholarGoogle Scholar | 19933308PubMed |
[21] Guran T, Turan S, Akcay T, Degirmenci F, Avci O, Asan A, Bereket A (2010) Content analysis of food advertising in Turkish television. J Paediatr Child Health 46, 427–30.
| Content analysis of food advertising in Turkish television.Crossref | GoogleScholarGoogle Scholar | 20546099PubMed |
[22] Roberts M, Pettigrew SA (2007) Thematic content analysis of children’s food advertising. Int J Advert 26, 357–67.
[23] Department of Health and Ageing. Australian dietary guidelines summary. Canberra: Department of Health and Ageing; 2013. Available from: http://www.nhmrc.gov.au/_files_nhmrc/publications/attachments/n55a_australian_dietary_guidelines_summary_book_0.pdf [Verified 27 May 2013].
[24] Food Standards Agency. (2009) Eat well, be well: the eatwell plate. http://www.eatwell.gov.uk/healthydiet/eatwellplate/ [Verified 12 June 2013].
[25] Schroer JC (1990) Ad spending: growing market share. Harv Bus Rev 68, 44–8.
[26] Dixon H, Borland R, Segan C, Stafford H, Sindall C (1998) Public reaction to Victoria’s ‘2 Fruit ‘n’ 5 Veg Every Day’ campaign and reported consumption of fruit and vegetables. Prev Med 27, 572–82.
| Public reaction to Victoria’s ‘2 Fruit ‘n’ 5 Veg Every Day’ campaign and reported consumption of fruit and vegetables.Crossref | GoogleScholarGoogle Scholar | 1:STN:280:DyaK1czjs1yhsA%3D%3D&md5=a1eee0be5a9f133bba37b32d45100837CAS | 9672951PubMed |
[27] Harper TA, Mooney G (2010) Prevention before profits: a levy on food and alcohol advertising. Med J Aust 192, 400–2.
[28] Grier SA, Mensinger J, Huang SH, Kumanyika SK, Stettler N (2007) Fast-food marketing and children’s fast-food consumption: exploring parents’ influences in an ethnically diverse sample. J Public Policy Mark 26, 221–35.
| Fast-food marketing and children’s fast-food consumption: exploring parents’ influences in an ethnically diverse sample.Crossref | GoogleScholarGoogle Scholar |
[29] Scully M, Dixon H, Wakefield M (2009) Association between commercial television exposure and fast-food consumption among adults. Public Health Nutr 12, 105–10.
| Association between commercial television exposure and fast-food consumption among adults.Crossref | GoogleScholarGoogle Scholar | 18339226PubMed |
[30] Lachat C, Nago E, Verstraeten R, Roberfroid D, Van Camp J, Kolsteren P (2012) Eating out of home and its association with dietary intake: a systematic review of the evidence. Obes Rev 13, 329–46.
| Eating out of home and its association with dietary intake: a systematic review of the evidence.Crossref | GoogleScholarGoogle Scholar | 1:STN:280:DC%2BC38zhsFCqtA%3D%3D&md5=e1a1604fbaaf60b8ca9b41102f9d3658CAS | 22106948PubMed |
[31] D’Souza G, Rao RC (1995) Can repeating an advertisement more frequently than the competition affect brand preference in a mature market? J Mark 59, 32–42.
| Can repeating an advertisement more frequently than the competition affect brand preference in a mature market?Crossref | GoogleScholarGoogle Scholar |
[32] Cacioppo JT, Petty RE. Central and peripheral routes to persuasion: the role of message repetition. In Allwitt LF, Mitchell AA, editors. Psychological processes and advertising effects (pp. 91–111). Hillsdale, NJ: L. Erlbaum Associates; 1985.
[33] Bandura A. Social learning theory. Edgewood Cliffs, NJ: Prentice Hall; 1977.
[34] Buckingham D (2009) Beyond the competent consumer: the role of media literacy in the making of regulatory policy on children and food advertising in the UK. Int J Cult Policy 15, 217–30.
| Beyond the competent consumer: the role of media literacy in the making of regulatory policy on children and food advertising in the UK.Crossref | GoogleScholarGoogle Scholar |
[35] World Health Organization. Set of recommendations on the marketing of foods and non-alcoholic beverages to children. Geneva: World Health Organization; 2010. Available from: http://whqlibdoc.who.int/publications/2010/9789241500210_eng.pdf [Verified 2 February 2013].
[36] King L, Hebden L, Grunseit A, Kelly B, Chapman K (2012) Building the case for independent monitoring of food advertising on Australian television. Public Health Nutr 4, 1–6.
| Building the case for independent monitoring of food advertising on Australian television.Crossref | GoogleScholarGoogle Scholar |
[37] Roberts M, Pettigrew S, Chapman K, Miller C, Quester P (2012) Compliance with children’s television food advertising regulations in Australia. BMC Public Health 12, 846
| Compliance with children’s television food advertising regulations in Australia.Crossref | GoogleScholarGoogle Scholar | 23039855PubMed |
[38] Biehal GJ, Sheinin DA (2007) The influence of corporate messages on the product portfolio. J Mark 71, 12–25.
| The influence of corporate messages on the product portfolio.Crossref | GoogleScholarGoogle Scholar |
[39] Brown TJ, Dacin PA (1997) The company and the product: corporate associations and consumer product responses. J Mark 61, 68–84.
| The company and the product: corporate associations and consumer product responses.Crossref | GoogleScholarGoogle Scholar |
[40] Friestad M, Wright P (2005) The next generation: research for twenty-first-century public policy on children and advertising. J Public Policy Mark 24, 183–5.
| The next generation: research for twenty-first-century public policy on children and advertising.Crossref | GoogleScholarGoogle Scholar |
