Trends in Television Food Advertising to Children for Healthy and Low Nutrient Dense Foods 2004-2013: Did Government Pressure and Revised Industry Standards Matter?

Exposure to food marketing is thought to be one of the factors contributing to childhood obesity (IOM 2006, 2011). In response to government pressure, some major food and beverage companies revised their policies regarding advertising to children beginning in 2006. The present study examined whether there have been decreases in the amount of advertising on children’s television programs over time for food categories lower in nutrient density (commonly called unhealthy) – fast food, sugar-sweetened beverages, cereals, salty snacks, and sugar snacks. In addition, the study examines trends in advertising for healthy food categories, including fruit, vegetables, milk, and nuts.

Method

The data was obtained from an industry database that compiles advertising for all products and television outlets. The unit of analysis was total seconds of advertising. 

Results

Food advertising during children’s programs on national outlets (networks and cable) continued over time to be dominated by cereals, fast food, and sweet snacks. Although there was a drop in advertising for cereal and sweet snacks between 2006 and 2011, advertising levels for those products subsequently rose, and the amount of advertising for cereal in 2013 matched that from before industry reforms. The food category consistently with the most national advertising on children’s programs was cereal (39% of food ads in 2013). Airtime for fast food ads rose to 33% of food ads in 2013, surpassing sweet snacks (22% of airtime). Sugar-sweetened beverages and salty snacks consistently had a minimal presence over time, with just 1% each of ads in 2013. Advertising for healthier foods made up less than 4% of ads on children’s national programs in 2013. In contrast, the total amount of food ads on local television stations during children’s programs dropped precipitously in 2006 to 5% of levels in 2004. Of the advertising on local children’s programs in 2013, most (61%) was for fast food.

Conclusion

Despite efforts to limit food marketing to children since 2006, there were still significant amounts of advertising for low-nutrient products during national children’s television programs by 2013. Pressure on industry groups may have had an impact for 4-5 years for some products, but advertising levels rose again after 2011. However, there were major reductions at the local level. To combat childhood obesity, advocates for children’s health could aim specifically to decrease cereal, fast food, and sweet snacks advertising on national children’s programs, and fast food advertising on local children’s television.