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Evaluating the impact of Chile’s marketing regulation of unhealthy foods and beverages: pre-school and adolescent children’s changes in exposure to food advertising on television

Published online by Cambridge University Press:  11 December 2019

Francesca R Dillman Carpentier
Affiliation:
Hussman School of Media and Journalism, University of North Carolina, Chapel Hill, NC, USA
Teresa Correa
Affiliation:
School of Communication, Diego Portales University, Santiago, Chile
Marcela Reyes
Affiliation:
Institute of Nutrition and Food Technology, University of Chile, Santiago, Chile
Lindsey Smith Taillie*
Affiliation:
Carolina Population Center, Campus Box #8120, University of North Carolina, Chapel Hill, NC 27516, USA Department of Nutrition, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, NC, USA
*
*Corresponding author: Email taillie@unc.edu
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Abstract

Objective:

To evaluate the effects of Chile’s 2016 regulation restricting child-directed marketing of products high in energy, saturated fats, sodium and sugars on reducing children’s exposure to ‘high-in’ television food advertising.

Design:

Television use by pre-schoolers and adolescents was assessed via surveys in the months prior to implementation and a year after implementation. Hours and channels of television use were linked with the amount of high-in food advertising observed in corresponding content analyses of food advertisements (ads) from popular broadcast and cable channels to estimate changes in exposure to food ads from these channels.

Setting:

Middle-lower and lower-income neighbourhoods in Santiago, Chile.

Participants:

Pre-schoolers (n 879; mothers reporting) and adolescents (n 753; self-reporting).

Results:

Pre-schoolers’ and adolescents’ exposure to high-in food advertising in total decreased significantly by an average of 44 and 58 %, respectively. Exposure to high-in food advertising with child-directed appeals, such as cartoon characters, decreased by 35 and 52 % for pre-schoolers and adolescents, respectively. Decreases were more pronounced for children who viewed more television. Products high in sugars were the most prevalent among the high-in ads seen by children after implementation.

Conclusions:

Following Chile’s 2016 child-directed marketing regulation, children’s exposure to high-in food advertising on popular broadcast and cable television decreased significantly but was not eliminated from their viewing. Later stages of the regulation are expected to eliminate the majority of children’s exposure to high-in food advertising from television.

Information

Type
Research paper
Copyright
© The Authors 2019
Figure 0

Table 1 Sociodemographic characteristics of the sample of pre-schoolers and adolescents from middle-lower and lower-income neighbourhoods in Santiago, Chile

Figure 1

Table 2 Television usage of the sample of pre-schoolers and adolescents from middle-lower and lower-income neighbourhoods in Santiago, Chile; and coverage of the advertising analysis

Figure 2

Table 3 Foods subject to marketing restrictions based on nutrient thresholds

Figure 3

Fig. 1 Pre-schoolers’ (n 879) exposure to total and high-in advertisements (ads) before (Wave 1; 2016) and after (Wave 2; 2017) implementation of Chile’s regulation restricting child-directed marketing of products high in energy, saturated fats, sodium and sugars: , Wave 1 total high-in ads; , Wave 1 child-directed high-in ads; , Wave 2 total high-in ads; , Wave 2 child-directed high-in ads

Figure 4

Fig. 2 Adolescents’ (n 753) exposure to total and high-in advertisements (ads) before (Wave 1; 2016) and after (Wave 2; 2017) implementation of Chile’s regulation restricting child-directed marketing of products high in energy, saturated fats, sodium and sugars: , Wave 1 total high-in ads; , Wave 1 child-directed high-in ads; , Wave 2 total high-in ads; , Wave 2 child-directed high-in ads

Figure 5

Table 4 Changes in weekly exposure to total and child-directed high-in advertising, before and after adjusting for sociodemographic characteristics and changes in amounts and channels of television use, in the sample of pre-schoolers and adolescents from middle-lower and lower-income neighbourhoods in Santiago, Chile

Figure 6

Table 5 Changes in weekly exposure to high-in advertising based on critical nutrients, before and after adjusting for sociodemographic characteristics and changes in amounts and channels of television use, in the sample of pre-schoolers and adolescents from middle-lower and lower-income neighbourhoods in Santiago, Chile