Television food advertising to children in Slovenia: analyses using a large 12-month advertising dataset

• Published in: International journal of public health Vol. 61; no. 9; pp. 1049 - 1057
• Main Authors: Korošec, Živa, Pravst, Igor
• Format: Journal Article
• Language: English
• Published: Cham Springer International Publishing 01.12.2016; Springer Nature B.V
• Subjects: Adolescent; Advertising as Topic - statistics & numerical data; Beverages - statistics & numerical data; Candy - statistics & numerical data; Child; Child, Preschool; Children & youth; Chocolate - statistics & numerical data; Datasets; Environmental Health; Food; Food - classification; Food - statistics & numerical data; Humans; Medicine; Medicine & Public Health; Occupational Medicine/Industrial Medicine; Original Article; Public Health; Slovenia; Snacks; Television - statistics & numerical data; Television advertising; Time Factors; World Health Organization; Slovenia; Food advertising; Regulation; Children; Television; Nutrient profile; Marketing
• ISSN: 1661-8556; 1661-8564; 1661-8564
• DOI: 10.1007/s00038-016-0896-7

Objectives The marketing of energy-dense foods is recognised as a probable causal factor in children’s overweight and obesity. To stimulate policymakers to start using nutrient profiling to restrict food marketing, a harmonised model was recently proposed by the WHO. Our objective is to evaluate the television advertising of foods in Slovenia using the above-mentioned model. Methods An analysis is performed using a representative dataset of 93,902 food-related advertisements broadcast in Slovenia in year 2013. The advertisements are linked to specific foods, which are then subject to categorisation according to the WHO and UK nutrient profile model. Results Advertising of chocolate and confectionery represented 37 % of food-related advertising in all viewing times, and 77 % in children’s (4–9 years) viewing hours. During these hours, 96 % of the food advertisements did not pass the criteria for permitted advertising according to the WHO profile model. Conclusions Evidence from Slovenia shows that, in the absence of efficient regulatory marketing restrictions, television advertising of food to children is almost exclusively linked to energy-dense foods. Minor modifications of the proposed WHO nutrient profile model are suggested.