Television 2008: UK Study Reveals High Levels of Unhealthy Food Advertising
A 2008 study analyzed food advertising on popular UK television channels to assess the impact of regulatory reform on marketing aimed at young people. Researchers recorded broadcasts from 14 commercial channels with children’s/family programming from 6 am to 10 pm, every month for a weekday and weekend day throughout 2008. The recordings captured advertisements airing during both peak and non-peak children’s viewing hours. These advertisements were then categorized as promoting core (healthy), non-core (unhealthy), or miscellaneous food items.
The study found that food and beverages ranked as the third most advertised product category. Significantly, a greater proportion of food and drink advertisements aired during peak children’s viewing times compared to non-peak hours. Furthermore, more food and drink advertisements were broadcast around soap operas, popular with both adults and children, than during dedicated children’s programs. Children’s channels showed a disproportionately higher number of non-core (unhealthy) food advertisements compared to family-oriented channels. The proportion of core, non-core, and miscellaneous food advertisements also varied significantly across the recording months.
This research highlights that despite existing regulations in 2008, UK children were exposed to a higher volume of television advertising for unhealthy foods than for healthy options, even during prime children’s viewing times. This suggests that the regulations at the time were insufficient to protect children from exposure to unhealthy food marketing. The study concludes that there was a need for stronger regulations concerning advertising of high in fat, salt, and sugar (HFSS) foods during programs popular with both children and adults, where existing rules lacked effectiveness. Continuous, systematic monitoring was recommended to evaluate the impact of future regulations designed to limit children’s exposure to HFSS food advertising on television.
The findings underscore the importance of ongoing review and strengthening of regulations to protect children from the persuasive influence of unhealthy food advertising on television. The data collected in 2008 provides a valuable benchmark against which to measure the effectiveness of subsequent policy changes in this area.
