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Chocolate unicorns and smiling teddy biscuits: analysis of the use of child-directed marketing on the packages of Australian foods

Published online by Cambridge University Press:  14 November 2023

Alexandra Jones*
Affiliation:
The George Institute for Global Health, University of New South Wales, UNSW, Sydney, Australia
Maria Shahid
Affiliation:
The George Institute for Global Health, University of New South Wales, UNSW, Sydney, Australia
Georgia Morelli
Affiliation:
The George Institute for Global Health, University of New South Wales, UNSW, Sydney, Australia
Kylie Howes
Affiliation:
The George Institute for Global Health, University of New South Wales, UNSW, Sydney, Australia
Devorah Riesenberg
Affiliation:
Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Faculty of Health, Deakin University, Geelong, Australia
Katherine Sievert
Affiliation:
Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Faculty of Health, Deakin University, Geelong, Australia
Simone Pettigrew
Affiliation:
The George Institute for Global Health, University of New South Wales, UNSW, Sydney, Australia
Gary Sacks
Affiliation:
Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Faculty of Health, Deakin University, Geelong, Australia
*
*Corresponding author: Email ajones@georgeinstitute.org.au
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Abstract

Objective:

The use of food packaging as a vehicle for marketing to children is under investigated. Our objective was to determine the prevalence and types of child-directed promotional techniques used on food packaging in Australia.

Design:

Based on existing literature and regulations, we developed a framework to classify on-pack child-directed promotional techniques involving the use of characters and other elements that appeal to children. We analysed the packaging of all products in eight food categories available for sale from supermarkets in 2019 and recorded the use of child-directed promotions on pack. We assessed the number and proportion of products displaying child-directed promotional techniques overall and assessed the healthiness of products using child-directed promotions against four indicators of healthiness to provide summary data overall and for the manufacturers who most frequently employed child-targeted strategies.

Setting:

Data were collected from the FoodSwitch database in Sydney, Australia.

Results:

901/8006 (11·3 %) products displayed one or more child-directed on-pack element. Most frequent was on foods for infants and young children (n 315), confectionery (n 283), snack foods (n 172) and dairy (n 168). Personified characters were the most commonly used element (n 512). Products using child-directed promotional techniques scored poorly on all four indicators of healthiness: mean health star rating 2·34 (out of 5); 81 % ultra-processed and 6·1 % and 4·5 % products eligible to market to children under Western Pacific and Mexican nutrient profiling schemes, respectively.

Conclusions:

Australian children are targeted by promotional techniques on the packaging of unhealthy food products. Stronger regulation of these techniques is warranted to protect children’s health.

Information

Type
Research Paper
Creative Commons
Creative Common License - CCCreative Common License - BY
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution and reproduction, provided the original article is properly cited.
Copyright
© The Author(s), 2023. Published by Cambridge University Press on behalf of The Nutrition Society
Figure 0

Table 1 Number and proportion of products displaying one or more child-directed promotional technique on pack

Figure 1

Table 2 Instances and types of child-directed promotional techniques being used overall and across each category surveyed

Figure 2

Table 3 Examples of child-directed promotional techniques from each surveyed category

Figure 3

Fig. 1 Instances and types of child-directed marketing techniques used across each category surveyedType A products include child-directed characters: A1 – Licensed or branded cartoon and fantastical characters; A2 – Children and child-like figures; A3 – Personified characters; A4 – Presence of celebrities. Type B products include non-character-based elements that appeal to children: B1 – Childhood life references; B2 – Gifts; B3 – Games; B4 – Contests; B5 – Unconventional packaging; B6 – Name specifically references children.

Figure 4

Fig. 2 Nutritional quality of products with child-directed marketing as per four indicators of healthiness, by product category(i) mean Health Star Rating (HSR) score for HSR eligible products (n = 668), error bars represent the 95% confidence interval; (ii) proportion of products across each NOVA classification (Group 3: processed foods; Group 4: ultra-processed foods); (iii) number of products in/eligible for marketing to children under the World Health Organization (WHO)Western Pacific Region Office (WPRO) guidelines, *not applicable for assessment of eligibility; (iv) number of products in/eligible for marketing to children under the Mexican labelling legislation, *not applicable for assessment of eligibility.

Figure 5

Table 4 Total number of products, number and mean instances of child-directed promotional techniques per product and mean health star rating (HSR) score for the manufacturers using child-directed promotions most frequently

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