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The Prevalence and Audience Reach of Food and Beverage Advertising on Chilean Television According to Marketing Tactics and Nutritional Quality of Products

Citation

Correa, Teresa; Reyes, Marcela; Taillie, Lindsey Smith; & Carpentier, Francesca R. Dillman (2019). The Prevalence and Audience Reach of Food and Beverage Advertising on Chilean Television According to Marketing Tactics and Nutritional Quality of Products. Public Health Nutrition, 22(6), 1113-1124. PMCID: PMC6486407

Abstract

Objective: In light of Chile’s comprehensive new restriction on unhealthy food marketing we analyze food advertising on Chilean television prior to the first and final phases of implementation of the restriction.
Design: Content analysis of marketing strategies of 6,976 advertisements, based on products’ nutritional quality. Statistical analysis of total and child audience reached using television ratings data. Setting: Advertising from television aired between 6a-12a during two random composite weeks across April-May 2016 from the four broadcast and four cable channels with the largest youth audiences.
Results: Food ads represented 16% of all advertising; 34% of food ads featured a product high in energy, saturated fats, sugars and/or salt (HEFSS), as defined by the initial regulation. HEFSS ads were seen by more children and contained more child-directed marketing strategies than ads without HEFSS foods. If HEFSS advertising is restricted only in programs where 20% are children 4-12y, 31% of children’s and 8% of the general audience’s HEFSS advertising exposure would be reduced. The newest 6a-10p restriction captures 80% of all audience exposure.
Conclusions: HEFSS advertising was seen by a large proportion of children before Chile’s regulation. Chile’s first implementation based on audience composition should reduce a third of this exposure, and their second restriction across the television day should eliminate most of the exposure. This study is a crucial first step in evaluating how Chile’s regulation efforts will impact children’s diets and obesity prevalence.

URL

https://doi.org/10.1017/S1368980018003130

Reference Type

Journal Article

Year Published

2019

Journal Title

Public Health Nutrition

Author(s)

Correa, Teresa
Reyes, Marcela
Taillie, Lindsey Smith
Carpentier, Francesca R. Dillman

PMCID

PMC6486407