Industry self-regulation of food advertisement to children: Compliance versus effectiveness of the EU Pledge |
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| Institution: | 1. Instituto de Investigación Científica, Universidad de Lima, Lima, Peru;2. CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Lima, Peru;1. Food, Nutrition and Health, Faculty of Land & Food Systems, University of British Columbia, Vancouver, BC, Canada V6T 1Z4;2. Department of Urban Studies and Planning, Massachusetts Institute of Technology, Cambridge 02139, MA, USA;3. Department of Biology, Kwantlen Polytechnic University, Surrey, BC, Canada V3W 2M8;1. University of Wollongong, Australian National Centre for Ocean Resources and Security, Wollongong 2522, Australia;2. CSIRO, Agriculture and Food, Brisbane 4067, Australia;3. WorldFish Timor-Leste, Dili, Timor-Leste;1. Department of Preventive Medicine and Public Heath, Complutense University of Madrid, Pza. Ramón y Cajal, S/N. Ciudad Universitaria, 28040, Madrid, Spain;2. National School of Public Health, Institute of Health Carlos III, Calle Sinesio Delgado, 4, 28029, Madrid, Spain;3. Health and Research Canarian Fund, Department of Evaluation and Planning of Canary Island Health Service, Hospital Univ. de Canarias, Pl. -1
Crta. La Cuesta-Taco, 38320, La Laguna, Santa Cruz de Tenerife, Spain;4. Department of Applied Epidemiology, National Center of Epidemiology, Calle de Sinesio Delgado 10, 28029, Madrid, Spain;1. Department of Psychology, University of Sheffield, Cathedral Court, 1 Vicar Lane, Sheffield, S1 2LT, United Kingdom;2. Management School, University of Sheffield, Conduit Road, Sheffield, S10 1FL, United Kingdom |
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| Abstract: | This research examines the effectiveness of the EU Pledge, a self-regulation initiative of leading food companies at the European level, in restricting television advertising of food and drink products high in fat, sugar or salt (HFSS) to children. In October 2011 and 2014, television program of ten German television networks was recorded on a weekday and a weekend day. Data was analyzed using content and regression analysis. Advertised products were examined for their compliance with the nutrient criteria of the EU Pledge and the UK OFCOM nutrient profile model. The sample contains 88 h of advertising with a total of 697 child-targeted food and beverage advertising (CFBA). The results indicate that the number of CFBA broadcasted in television program declined from 2011 to 2014 for both Pledge signatory and non-signatory companies with an overall stronger reduction in children’s compared to non-children’s program. Our findings demonstrate that CFBA broadcasted in children’s program by Pledge members comply by and large with the EU Pledge nutritional criteria in 2014. However, in the same year the probability of CFBA aired by signatory companies in non-children’s program to meet the nutrient profile criteria of the EU Pledge was low. Furthermore, the majority of CFBA of signatory companies do not meet the OFCOM nutritional criteria even in the children’s program. Thus, the effectiveness of the EU Pledge in reducing children’s exposure to child-targeted advertising of HFSS foods and drinks is limited by the focus on children’s program and the relative lenient nutritional criteria agreed on by signatory companies. Based on our results we derive recommendations for industry and policy. |
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| Keywords: | Children Television food advertising Industry self-regulation Nutritional profile |
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