Abstract
Levels of child and adolescent obesity have risen at dramatic rates over the past few decades, and both overweight and obesity are associated with numerous adverse health and psychosocial consequences in childhood and later life. An oft-cited reason for this situation is engagement in sedentary activities, such as television viewing. One mechanism linking television viewing and obesity may be the impact of television food advertising on food preferences, choices and consumption. Increasing research evidence exists to show that exposure to television food advertising alters brand preferences and food preferences, increases food intake, and results in a greater number of requests for the advertised products. Regulation of advertising to restrict children’s exposure to adverts for high-fat, high-sugar and/or high-salt foods on television is a useful step, but it is not without its difficulties.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
American Academy of Pediatrics. (2001). Children, adolescents, and television. Pediatrics, 107(2), 423–426.
Andersen, R. E., Crespo, C. J., Bartlett, S. J., Cheskin, L. J., & Pratt, M. (1998). Relationship of physical activity and television watching with body weight and level of fatness among children. Journal of the American Medical Association, 279(12), 938–942.
Arnaş, Y. A. (2006). The effects of television food advertisement on children’s food purchasing requests. Pediatrics International, 48, 138–145.
Arredondo, E., Castaneda, D., Elder, J. P., Slymen, D., & Dozier, D. (2009). Brand name logo recognition of fast food and healthy food among children. Journal of Community Health, 34, 73–78.
Batada, A., Seitz, M. D., Wootan, M. G., & Story, M. (2008). Nine out of 10 food advertisements shown during Saturday morning children’s television programming are for foods high in fat, sodium, or added sugars, or low in nutrients. Journal of the American Dietetic Association, 108, 673–678.
Batada, A., & Wootan, M. G. (2007). Nickelodeon markets nutrition-poor foods to children. American Journal of Preventative Medicine, 33(1), 48–50.
Beaudoin, C. E., Fernandez, C., Wall, J. L., & Farley, T. A. (2007). Promoting healthy eating and physical activity: Short-term effects of a mass media campaign. American Journal of Preventative Medicine, 32(3), 217–223.
Benton, D. (2004). Role of parents in the determination of the food preferences of children and the development of obesity. International Journal of Obesity and Related Metabolic Disorders, 28, 858–869.
Birch, L. L. (1998). Psychological influences on the childhood diet. Journal of Nutrition, 128(2), 407s–410s.
Birch, L. L., & Fisher, J. O. (1998). Development of eating behaviors among children and adolescents. Pediatrics, 101, 539–549.
Blundell, J. E., & Finlayson, G. (2004). Is susceptibility to weight gain characterized by homeostatic or hedonic risk factors for overconsumption? Physiology and Behavior, 82, 21–25.
Blundell, J. E., & Gillett, A. (2001). Control of food intake in the obese. Obesity Research, 9(Suppl. 4), 263S–270S.
Blundell, J. E., & Macdiarmid, J. I. (1997). Fat as a risk factor for overconsumption: Satiation, satiety, and patterns of eating. Journal of the American Dietetic Association, 97(Suppl. 7), S63–S69.
Borzekowski, D. L. G., & Robinson, T. N. (2001). The 30-second effect: An experiment revealing the impact of television commercials on food preferences of pre-schoolers. Journal of the American Dietetic Association, 101(1), 42–46.
Boynton-Jarrett, R., Thomas, T. N., Peterson, K. E., Wiecha, J., Sobol, A. M., & Gortmaker, S. L. (2003). Impact of television viewing patterns on fruit and vegetable consumption amongst adolescents. Pediatrics, 112, 1321–1326.
Bray, G. (2010). Soft drink consumption and obesity: It is all about fructose. Current Opinions in Lipidology, 21, 51–57.
Bray, G. A., Paeratakul, S., & Popkin, B. M. (2004). Dietary fat and obesity: A review of animal, clinical and epidemiological studies. Physiology and Behavior, 83, 549–555.
British Heart Foundation. (2008). How parents are being misled: A campaign report on children’s food marketing. London: British Heart Foundation.
Brody, G. H., Stoneman, Z., Lane, S., & Sanders, A. K. (1981). Television food commercials aimed at children, family grocery shopping, and mother-child interactions. Family Relations, 30(3), 436–439.
Brug, J., Tak, N. I., Te Velde, S. J., Bere, E., & De Bourdeaudhuij, I. (2008). Taste preferences, liking and other factors related to fruit and vegetable intakes among schoolchildren: Results from observational studies. British Journal of Nutrition, 99(Suppl. 1), S7–S14.
Buijzen, M., Schuurman, J., & Bomhof, E. (2008). Associations between children’s television advertising exposure and their food consumption patterns: A household diary-survey. Appetite, 50, 231–239.
Buijzen, M., & Valkenburg, P. M. (2000). The impact of television advertising on children’s Christmas wishes. Journal of Broadcasting and Electronic Media, 44, 456–470.
Byrd-Bredbenner, C. (2002). Saturday morning children’s television advertising: A longitudinal content analysis. Family and Consumer Sciences Research Journal, 30(3), 382–403.
Byrd-Bredbenner, C., & Grasso, D. (2000). Trends in US prime-time television food advertising across three decades. Nutrition and Food Science, 30(2), 59–66.
Chamberlain, L. J., Wang, Y., & Robinson, T. N. (2006). Does children’s screen time predict requests for advertised products? Archives of Pediatrics and Adolescent Medicine, 160, 363–368.
Chapman, K., Kelly, B., King, L., & Flood, V. (2007). Fat chance for Mr Vegie TV ads [Letter]. Australian and New Zealand Journal of Public Health, 31(2), 190–190.
Chapman, K., Nicholas, P., & Supramaniam, R. (2006). How much food advertising is there on Australian television? Health Promotion International, 21(3), 172–180.
Connor, S. M. (2006). Food-related advertising on preschool television: Building brand recognition in young viewers. Pediatrics, 118(4), 1478–1485.
Crespo, C. J., Smit, E., Troiano, R. P., Bartlett, S. J., Macera, C. A., & Andersen, R. E. (2001). Television watching, energy intake and obesity in US children. Archives of Pediatrics and Adolescent Medicine, 155, 360–365.
Curio, E., & Chamblee, R. (1998). Ad processing and persuasion: The role of brand identification. Psychology and Marketing, 15(3), 279–299.
Davison, K. K., Marshall, S. J., & Birch, L. L. (2006). Cross-sectional and longitudinal associations between TV viewing and girls’ body mass index, overweight status, and percentage of body fat. Journal of Pediatrics, 149(1), 32–37.
Dennison, B. A., Erb, T. A., & Jenkins, P. L. (2002). Television viewing and television in bedroom associated with overweight risk among low-income preschool children. Pediatrics, 109, 1028–1035.
Desrochers, D., & Holt, D. J. (2007). Children’s exposure to television advertising: Implications for childhood obesity. American Marketing Association, 26(2), 182–201.
Dibb, S. (1996). A spoonful of sugar — television food advertising aimed at children: An international comparative survey. London: Consumers International.
Dietz, W. H., & Gortmaker, S. L. (1985). Do we fatten our children at the television set? Obesity and television viewing in children and adolescents. Pediatrics, 75, 807–812.
DiFranza, J. R., & Tye, J. B. (1990). Who profits from tobacco sales to children? JAMA, 263, 2784–2787.
Dixon, H. G., Scully, M. L., Wakefield, M. A., White, V. M., & Crawford, D. A. (2007). The effects of television advertisements for junk food versus nutritious food on children’s food attitudes and preferences. Social Science and Medicine, 65, 1311–1323.
Donkin, A. J. M., Tilston, C. H., Neale, R. J., & Gregson, K. (1992). Children’s food preferences: Television advertising vs nutritional advice. British Food Journal, 94(9), 6–9.
Drewnowski, A. (1997). Taste preferences and food intake. Annual Review of Nutrition, 17, 237–253.
Eisenmann, J. C., Bartee, R. T., Smith, D. T., Welk, G. J., & Fu, Q. (2008). Combined influence of physical activity and television viewing on the risk of overweight in US youth. International Journal of Obesity, 32, 613–618.
Escalante de Cruz, A., Phillips, S., Visch, M., & Saunders, D. B. (2004). The junk food generation: A multi-country survey of the influence of television advertisements on children. Kuala Lumpur: Consumers International.
Fisher, J. O., & Birch, L. L. (1995). Fat preferences and fat consumption of 3–5-year-old children are related to parental adiposity. Journal of the American Dietetic Association, 95(7), 759.
Fischer, P. M., Schwartz, M. P., Richards, J. W. Jr., Goldstein, A. O., & Rojas, T. H. (1991). Brand logo recognition by children aged 3 to 6 years. Mickey Mouse and Old Joe the Camel. JAMA, 266, 3145–3148.
Galst, J. P., & White, M. A. (1976). The unhealthy persuader: The reinforcing value of television and children’s purchase-influencing attempts at the supermarket. Child Development, 47(4), 1089–1096.
Gillis, L. J., Kennedy, L. C., Gillis, A. M., & Bar-Or, O. (2002). Relationship between juvenile obesity, dietary energy and fat intake and physical activity. International Journal of Obesity and Related Metabolic Disorders, 26, 458–463.
Gorn, G. J., & Goldberg, M. E. (1982). Behavioral evidence of the effects of televised food messages on children. Journal of Consumer Research, 9, 200–205.
Gortmaker, S. L., Must, A., Sobol, A., Peterson, K., Colditz, G. A., & Dietz, W. H. (1996). Television viewing as a cause of increasing obesity among children in the United States, 1986–1990. Archives of Pediatrics and Adolescent Medicine, 150(4), 356–362.
Günther, A. L. B., Buyken, A. E., & Kroke, A. (2007). Protein intake during the period of complementary feeding and early childhood and the association with body mass index and percentage body fat at 7 y of age. American Journal of Clinical Nutrition, 85, 1626–1633.
Halford, J. C. G., Gillespie, J., Brown, V., Pontin, E. E., & Dovey, T. M. (2004). Effect of television advertisements for foods on food consumption in children. Appetite, 42, 221–225.
Halford, J. C. G., Boyland, E. J., Hughes, G. M., Oliveira, L. P., & Dovey, T. M. (2007a). Beyond-brand effect of television (TV) food advertisements/commercials on caloric intake and food choice of 5–7-year-old children. Appetite, 49, 263–267.
Halford, J. C. G., Boyland, E. J., Hughes, G. M., Stacey, L., McKean, S., & Dovey, T. M. (2007b). Beyond-brand effect of television (TV) food advertisements on food choice in children: The effects of weight status. Public Health Nutrition, 11(9), 897–904.
Halford, J. C. G., Boyland, E. J., Cooper, G. D., Dovey, T. M., Smith, C. J., Williams, N., et al. (2008). Children’s food preferences: Effects of weight status, food type, branding and television food advertisements (commercials). International Journal of Pediatric Obesity, 3, 31–38.
Hancox, R. J., & Poulton, R. (2006). Watching television is associated with childhood obesity: But is it clinically important? International Journal of Obesity and Related Metabolic Disorders, 30, 171–175.
Harrison, K., & Marske, A. L. (2005). Nutritional content of foods advertised during the television programs children watch most. American Journal of Public Health, 95(9), 1568–1574.
Hastings, G., Stead, M., McDermott, L., Forsyth, A., MacKintosh, A. M., & Rayner, M. (2003). Review of research on the effects of food promotion to children. Glasgow: Centre for Social Marketing, University of Strathclyde.
Heath, R. (2009). Emotional engagement: How television builds big brands at low attention. Journal of Advertising Research, 49(1), 62–73.
Henderson, V. R., & Kelly, B. (2005). Food advertising in the age of obesity: Content analysis of food advertising on general market and African American television. Journal of Nutrition Education and Behavior, 37(4), 191–196.
Hill, J. O., Melanson, E. L., & Wyatt, H. T. (2000). Dietary fat and regulation of energy balance: Implications for obesity. Journal of Nutrition, 130, 284S–288S.
Hill, J. O, & Prentice, A. M. (1995). Sugar and body weight regulation. American Journal of Clinical Nutrition, 62(1), 264S–273.
Hitchings, E., & Moynihan, P. J. (1998). The relationship between television food advertisements recalled and actual foods consumed by children. Journal of Human Nutrition and Dietetics, 11, 511–517.
Jeffery, R. W., & French, S. A. (1998). Epidemic obesity in the United States: Are fast foods and television viewing contributing? American Journal of Public Health, 88(2), 277–281.
Kelly, B., Smith, B., King, L., Flood, V., & Bauman, A. (2007). Television food advertising to children: The extent and nature of exposure. Public Health Nutrition, 10(11), 1234–1240.
Kopelman, C. A., Roberts, L. M., & Adab, R. (2007). Advertising of food to children: Is brand logo recognition related to their food knowledge, eating behaviours and food preferences? Journal of Public Health, 29(4), 358–367.
Kotler, J. (2007). Healthy habits for life: A great start to a lifetime of good health. New York: Sesame Workshop.
Lewis, M. K., & Hill, A. J. (1998). Food advertising on British children’s television: A content analysis and experimental study with nine-year olds. International Journal of Obesity, 22, 206–214.
Lindstrom, M. (2004). Branding is no longer child’s play! Journal of Consumer Marketing, 21(3), 175–182.
Linn, S. E. (2004). Food marketing to children in the context of a marketing maelstrom. Journal of Public Health Policy, 25(3/4), 24–35.
Linn, S. E., & Golin, J. (2006). Beyond commercials: How food marketers target children. Loyola of Los Angeles Law Review, 39(13), 13–32.
Livingstone, S., & Helsper, E. (2004). Childhood obesity — food advertising in context: Children’s food choices, parents’ understanding and influence, and the role of food promotion. London: Ofcom.
Lobstein, T., Baur, L. A., & Uauy, R. (2004). Obesity in children and young people: A crisis in public health. Report to the World Health Organization by the International Obesity Taskforce. Obesity Reviews, 5(Suppl. 1), 5–104.
Lobstein, T., & Dibb, S. (2005). Evidence of a possible link between obesogenic food advertising and childhood overweight. Obesity Reviews, 6, 203–208.
Macklin, M. C. (1994). The impact of audiovisual information on children’s product-related recall. Journal of Consumer Research, 21(1), 154.
Magarey, A. M., Daniels, L. A., Boulton, T. J. C., & Cockington, R. A. (2001). Does fat intake predict adiposity in healthy children and adolescents aged 2–15 y? A longitudinal analysis. European Journal of Clinical Nutrition, 55, 471–481.
McGinnis, J. M., Gootman, J. A., & Kraak, V. I., eds. (2006). Food marketing to children and youth: Threat or opportunity? Washington, DC: National Academies Press.
McLaren, L. (2007). Socioeconomic status and obesity. Epidemiologic Reviews, 29(1), 29–48.
McNeal, J. U., & Ji, M. F. (2003). Children’s visual memory of packaging. Journal of Consumer Marketing, 20(5), 400–427.
Mela, D. J., & Sacchetti, D. A. (1991). Sensory preferences for fats: Relationships with diet and body composition. American Journal of Clinical Nutrition, 53, 908–915.
Müller, M. J., Koertzinger, I., Mast, M., Langnäse, K., & Grund, A. (1999). Physical activity and diet in 5 to 7 years old children. Public Health Nutrition, 2(Suppl. 3a), 443–444.
National Health Service. (2007). Health survey for England 2007. Leeds, UK: NHS Information Centre.
National Health Service. (2009). Statistics on obesity, physical activity and diet: England, February 2009. Leeds, UK: NHS Information Centre.
O’Cass, A., & Clarke, P. (2001). Dear Santa, do you have my brand? A study of the brand requests, awareness and request styles at Christmas time. Journal of Consumer Behaviour, 2(1), 37–53.
Ofcom (2004). Childhood obesity: Food advertising in context. 22 July 2004. http://stakeholders.ofcom.org.uk/market-data-research/tv-research/food_ads/
Ofcom (2006). Media literacy audit: Report on media literacy among children. 2 May 2006. http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/medlitpub/medlitpubrss/children/
Ofcom (2007). Television advertising of food and drink products to children: Final statement. 22 February 2007. http://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/
Olson, C. M., Bove, C. F., & Miller, E. O. (2007). Growing up poor: Long-term implications for eating patterns and body weight. Appetite, 49(1), 198–207.
Ortega, R. M., Requejo, A. N., Andrés, P., López-Sobaler, A. M., Redondo, R., & González-Fernández, M. (1995). Relationship between diet composition and body mass index in a group of Spanish adolescents. British Journal of Nutrition, 74, 765–773.
Pine, K. J., & Nash, A. (2002). Dear Santa: The effects of television advertising on young children. International Journal of Behavioral Development, 26(6), 529–539.
Prentice, A. M., & Jebb, S. (1995). Obesity in Britain: Gluttony or sloth. British Medical Journal, 311, 437–439.
Reece, B. B., Rifon, N. J., & Rodriguez, K. (1999). Selling food to children. In M. C. Macklin & L. Carlson (Eds.), Advertising to children: concepts and controversies (pp. 189–208). Thousand Oaks, CA: Sage.
Reilly, J. J., & Wilson, D. (2006). Childhood obesity. British Medical Journal, 333, 1207–1210.
Robinson, T. N., Borzekowski, D. L. G., Matheson, D. M., & Kraemer, H. C. (2007). Effects of fast food branding on young children’s taste preferences. Archives of Pediatrics and Adolescent Medicine, 161(8), 792–797.
Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L., & Turk, P. (1984). When celebrities talk, children listen: An experimental analysis of children’s responses to TV ads with celebrity endorsement. Journal of Applied Developmental Psychology, 5, 185–202.
Scaglioni, S., Agostoni, C., De Notaris, R., Radaelli, G., Radice, N., Valenti, M., et al. (2000). Early macronutrient intake and overweight at five years of age. International Journal of Obesity and Related Metabolic Disorders, 24, 777–781.
Schor, J. B., & Ford, M. (2007). From tastes great to cool: Children’s food marketing and the rise of the symbolic. Journal of Law, Medicine and Ethics, 35(1), 10–21.
Signorielli, N., & Lears, M. (1992). Television and children’s conceptions of nutrition: Unhealthy messages. Health Communications, 4(4), 245–257.
Skinner, J. D., Bounds, W., Carruth, B. R., Morris, M., & Ziegler, P. (2004). Predictors of children’s body mass index: a longitudinal study of diet and growth in children aged 2–8 y. International Journal of Obesity and Related Metabolic Disorders, 28, 476–482.
Story, M., & French, S. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1(3).
Tucker, L. A., & Friedman, G. M. (1989). Television viewing and obesity in adult males. American Journal of Public Health, 79, 516–518.
Viner, R. M., & Cole, T. J. (2005). Television viewing in early childhood predicts adult body mass index. Journal of Pediatrics, 147, 429–435.
Wardle, J., Sanderson, S., Gibson, E. L., & Rapoport, L. (2001). Factor-analytic structure of food preferences in four-year-old children in the UK. Appetite, 37, 217–223.
Which? (2006). Television advertising of food and drink products to children: Further consultation. London: Which?
Which? (2008). TV food advertising restrictions: Time to finish the job. London: Which?
Wiecha, J. L., Peterson, K. E., Ludwig, D. S., Kim, J., Sobol, A., & Gortmaker, S. L. (2006). When children eat what they watch: Impact of television viewing on dietary intake in youth. Archives of Pediatrics and Adolescent Medicine, 160, 436–442.
World Health Organisation (2003). Diet, Nutrition and Prevention of Chronic Diseases. Geneva, Switzerland: WHO.
World Health Organisation (2005). Nutrition: Controlling the global obesity epidemic. Retrieved from http://www.who.int/nutrition/topics/obesity/en/
Yngve, A., Wolf, A., Poortvliet, E., Elmadfa, I., Brug, J., Ehrenblad, B., et al. (2005). Fruit and vegetable intake in a sample of 11-year-old children in 9 European countries: The pro children cross-sectional survey. Annals of Nutrition and Metabolism, 49(4), 236–245.
Editor information
Editors and Affiliations
Copyright information
© 2014 Emma J. Boyland, Joanne A. Harrold, Tim C. Kirkham & Jason C. G. Halford
About this chapter
Cite this chapter
Boyland, E.J., Harrold, J.A., Kirkham, T.C., Halford, J.C.G. (2014). Commercial Food Promotion to Children. In: Blades, M., Oates, C., Blumberg, F., Gunter, B. (eds) Advertising to Children. Palgrave Macmillan, London. https://doi.org/10.1057/9781137313256_4
Download citation
DOI: https://doi.org/10.1057/9781137313256_4
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-32170-4
Online ISBN: 978-1-137-31325-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)