RESEARCH PAPER
Exposure of children to food advertising on Polish television
1
Faculty of Medicine University of Rzeszow, Poland
Corresponding author
J Pre Clin Clin Res. 2015;9(1):36-43
KEYWORDS
ABSTRACT
Introduction:
Food and drinks high in fat, sugar and salt (HFSS), high-calorie meals and sedentary lifestyle are the main factors contributing to the emergence of overweight and obesity. A significant role in the promotion of unhealthy foods is played by contemporary media.
Aim:
The aim of the study was a quantitative analysis of all the advertisements broadcast on television stations regarding the promotion of food products.
Material and Methods:
The study included three television stations: Telewizja Polska SA – TVP1, Polsat and Cartoon Network. Advertisements were classified according to destination due to age and structure of advertising for children. Advertising for children was defined as that displayed before, during and after TV programmes targeted at children from aged 1–12 years, while adult ads were included in the rest of TV programmes targeted at older viewers.
Results:
The average commercials time aimed at children is from 41 minutes 11 seconds per day on the Cartoon Network channel, to even 1 h 53 minutes 17 seconds on channel TVP 1. On TVP1, the advertising time was almost identical for children and adults, while on Polsat television, the advertising time for adults was twice as long than that for the children. On TV1, food advertising accounted for 22% of all advertising directed at children. In Polsat advertising food products targeted at children accounted for 35% of all advertisements directed to children. Public television (TVP1) time for advertising food spots attained, respectively: for children 24 min 42 sec and for adults 28 min 15 sec, while POLSAT attained: for children 24 min 41 sec and for adults 57 min 55 sec.
Conclusions:
A worrying phenomenon is the similar time of advertising broadcast by commercial and by public television – nearly five hours of advertising a day. The advertising structure for children does not differ from the structure of advertising for adults. For some television stations, it happens that up to half of all advertising directed at children concerns food products.
Food and drinks high in fat, sugar and salt (HFSS), high-calorie meals and sedentary lifestyle are the main factors contributing to the emergence of overweight and obesity. A significant role in the promotion of unhealthy foods is played by contemporary media.
Aim:
The aim of the study was a quantitative analysis of all the advertisements broadcast on television stations regarding the promotion of food products.
Material and Methods:
The study included three television stations: Telewizja Polska SA – TVP1, Polsat and Cartoon Network. Advertisements were classified according to destination due to age and structure of advertising for children. Advertising for children was defined as that displayed before, during and after TV programmes targeted at children from aged 1–12 years, while adult ads were included in the rest of TV programmes targeted at older viewers.
Results:
The average commercials time aimed at children is from 41 minutes 11 seconds per day on the Cartoon Network channel, to even 1 h 53 minutes 17 seconds on channel TVP 1. On TVP1, the advertising time was almost identical for children and adults, while on Polsat television, the advertising time for adults was twice as long than that for the children. On TV1, food advertising accounted for 22% of all advertising directed at children. In Polsat advertising food products targeted at children accounted for 35% of all advertisements directed to children. Public television (TVP1) time for advertising food spots attained, respectively: for children 24 min 42 sec and for adults 28 min 15 sec, while POLSAT attained: for children 24 min 41 sec and for adults 57 min 55 sec.
Conclusions:
A worrying phenomenon is the similar time of advertising broadcast by commercial and by public television – nearly five hours of advertising a day. The advertising structure for children does not differ from the structure of advertising for adults. For some television stations, it happens that up to half of all advertising directed at children concerns food products.
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