Hostname: page-component-6bf8c574d5-xtvcr Total loading time: 0 Render date: 2025-02-17T12:55:08.010Z Has data issue: false hasContentIssue false
  • English
  • Français

Television advertising and children: lessons from policy development

Published online by Cambridge University Press:  02 January 2007

Martin Caraher ,
Jane Landon  and
Kath Dalmeny
Martin Caraher*
Affiliation:
Department of Health Management and Food Policy, Institute of Health Sciences, City University, Goswell Place, Northampton Square, London EC1 0HB, UK
Jane Landon
Affiliation:
National Heart Forum, Tavistock House South, Tavistock Square, London WC1H 9LG, UK
Kath Dalmeny
Affiliation:
The Food Commission (UK) Ltd, 94 White Lion Street, London N1 9PF, UK
*
*Corresponding author: Email [email protected]
Rights & Permissions [Opens in a new window]

Abstract

Core share and HTML view are not available for this content. However, as you have access to this content, a full PDF is available via the ‘Save PDF’ action button.
Aim

To conduct a policy review of the regulations related to food advertising on television aimed at children.

Design

The study consisted of documentary analysis of relevant legislation and policy documents related to children's advertising from both industry and non-governmental organisations at a global level and in 20 countries. This was supported with semi-structured telephone interviews with individuals from 11 countries.

Results

The initial findings resulted in a listing of regulatory impacts from which we developed a taxonomy of regulatory schemes. There was a tension between the development of legislation to cover this area and the use of voluntary agreements and codes. This tension represents a food industry/civic society split. The food and advertising industries are still engaged in a process of denying the impact of advertising on food choice and children as well as commissioning their own research. Outright bans are unusual, with most countries addressing the situation through voluntary agreements and self-regulation. We found a deep division over the way forward and the role and place of legislation. Policy-makers expressed concerns that national legislation was increasingly less relevant in dealing with broadcast media transmitted from outside national boundaries and therefore not subject to the receiving countries' laws but to the laws of the country from which they were transmitted.

Conclusions

The options for the regulation of advertising targeted at children range from (1) a complete ban on advertising as in the case of Sweden, through (2) partial restrictions on advertising by type of food, target group or limits on the amount of advertisements or times shown, to (3) continuation of self-regulation by the advertising and food industries. There is a global dimension to regulation that needs to be built in, as national frontiers are no barriers to broadcast media and public health nutrition needs to ensure that its concerns are heard and addressed.

Keywords

AdvertisingChildrenFood choiceMarketingRegulationTelevision
Type
Research Article
Information
Public Health Nutrition , Volume 9 , Issue 5 , August 2006 , pp. 596 - 605
Copyright
Copyright © The Authors 2006

References

1Hawkes, C. Marketing Food to Children: The Global Regulatory Environment. Geneva: World Health Organization, 2004.Google Scholar
2Matthews, A, Cowburn, G, Rayner, M, Longfield, J, Powell, C. The Marketing of Unhealthy Food to Children in Europe. A Report of Phase 1 of the ‘Children, Obesity and Associated Avoidable Chronic Diseases’ project. Brussels: European Heart Network, 2005.Google Scholar
3World Health Organization (WHO)/Food and Agriculture Organization. Diet, Nutrition and the Prevention of Chronic Diseases. Technical Report Series No. 916. Geneva: WHO, 2003.Google Scholar
4Crister, G. Fat Land. Boston, MA: Houghton Mifflin Company, 2003.Google Scholar
5Lindstrom, M. BRANDchild. London: Kogan Page, 2003.Google Scholar
6 Anon. Norway prepares crackdown on food advertising to children. EU Food Law. 11 03 2005; (203): 15.Google Scholar
7Hastings, G, Stead, M, McDermott, L, Forsyth, A, MacKintosh, A, Rayner, M, et al. Review of the Research on the Effects of Food Promotion to Children. Glasgow: Centre for Social Marketing, 2003.Google Scholar
8Ofcom (Office of Communications). Childhood Obesity – Food Advertising in Context: Children's Food Choices, Parents' Understanding and Influence, and the Role of Food Promotion. London: Ofcom, 2004.Google Scholar
9Fleck, F. WHO challenges food industry in report in diet and health. British Medical Journal 2003; 326: 515.CrossRefGoogle ScholarPubMed
10Margetts, B. FAO/WHO launch expert report on diet, nutrition and prevention of chronic diseases [Editorial]. Public Health Nutrition 2003; 6: 323–5.CrossRefGoogle ScholarPubMed
11 Anon. French agency favours ban on TV adverts aimed at children. EU Food Law. 16 07 2004; (175): 1.Google Scholar
12World Health Organization (WHO). Global Strategy on Diet, Physical Activity and Health WHA57.17. Geneva: WHO, 2004.Google Scholar
13Landon, J. TV Advertising and Children: Review of Regulatory Frameworks by Country. London: National Heart Forum, 2003.Google Scholar
14Dibb, S. Children: Advertisers' Dream, Nutrition Nightmare. London: National Food Alliance, 1993.Google Scholar
15Lee, K, Buse, K, Fustukian, S. Health Policy in a Globalising World. Cambridge: Cambridge University Press, 2002.Google Scholar
16Lee, K. Globalization and Health: An Introduction. London: Palgrave, 2003.CrossRefGoogle Scholar
17Jarlbro, G. Children and Television Advertising. The Players, the Arguments and the Research during the Period 1994–2000. Stockholm: Swedish Consumer Agency, 2001.Google Scholar
18European Commission, Directorate-General for Education and Culture. Television Without Frontiers Directive (89/552/EEC). Brussels: European Commission, 1997; (amended 97/36/EC, 1997).Google Scholar
19European Commission. Fourth Report on the Integration of Health Protection Requirements in Community Policies. V/1999/408-EN. Brussels: European Commission, 1999.Google Scholar
20Castle, S. Brussels aims to outlaw misleading labels on food. The Independent, 17 07 2003; 8.Google Scholar
21 Anon. ‘Healthy’ food labels to go. The Telegraph, 17 07 2003; 2.Google Scholar
22Watts, R. Eurotrashed [Sunday Telegraph Business Focus]. Sunday Telegraph, 12 09 2004; 6.Google Scholar
23Ashton, D. Food advertising and childhood obesity. Journal of the Royal Society of Medicine 2004; 97: 51–2.CrossRefGoogle ScholarPubMed
24González del Valle, A. An Overview and Comparison of Rules, Regulations and Policies Affecting Advertising to Children in The Netherlands, UK, Spain and Sweden. London: The Children's Programme of the Food Advertising Unit, 1999.Google Scholar
25NOP Solutions for the Children's Programme. Pester Power: A Report on Attitudes in Spain and Sweden. London: NOP, 1999.Google Scholar
26Bjurström, E. Children and Television Advertising, A Critical Study of International Research Concerning the Effects of TV Commercials on Children. Stockholm: Swedish Consumer Agency, 1994.Google Scholar
27Swedish National Institute of Public Health (SNIPH). SIFO Advertising Evaluations. Stockholm: SNIPH, 2004.Google Scholar
28National Food Administration/National Institute of Public Health. Background Material to The Action Plan for Healthy Dietary Habits and Increased Physical Activity. Uppsala/Stockholm: National Food Administration/National Institute of Public Health, 2005.Google Scholar
29Quinn, R-BM. Children's Advertising Code: Phase Two Consultation Document Review of Adult Submissions Received. Dublin: Broadcasting Commission of Ireland, 2004.Google Scholar
30Humphreys, J. Martin rules out tax on junk food. Irish Times, 11 03 2004; 11.Google Scholar
31Department of Trade and Industry (DTI). A New Future for Communications. London: DTI, 2000. Also available at http://www.dti.gov.uk. Accessed 18 July 2004.Google Scholar
32Department of Health (DoH). Choosing a Better Diet: A Food and Health Action Plan. London: DoH, 2005.Google Scholar
33Incorporated Society of British Advertisers (ISBA). ISBA Briefing Paper Issue: Advertising and Children. London: ISBA, 2002.Google Scholar
34Young, B. Advertising and Food Choice in Children: A Review of the Literature. Exeter: School of Psychology, University of Exeter, 2003.Google Scholar
35James, WPT, Ralph, A, Bellizzi, M. Nutrition policies in Western Europe: national policies in Belgium, the Netherlands, France and the United Kingdom. Nutrition Reviews 1997; 55: S4–20.CrossRefGoogle ScholarPubMed
36Schlosser, E. Fast Food Nation: The Dark Side of the All-American Meal. Boston, MA: Houghton Mifflin Company, 2001.Google Scholar
37Curry, A, Kelnar, R. Fat is a Strategic Issue. London: Henley Centre, 2004.Google Scholar
38Boseley, S. Sugar industry threatens to scupper WHO. The Guardian. 21 04 2003; 1–2.Google Scholar
39Hirschhorn, MD. How the tobacco and food industries and their allies tried to exert undue influence over FAO/WHO food and nutrition policies. Unpublished report to the World Health Organization, 2002.Google Scholar
40 Anon. FSA agrees next steps on children and food promotion. heart forum Summer 2004; (18): 6.Google Scholar
41The Advertising Association. Annual Review 2002–2003. London: The Advertising Association, 2003.Google Scholar
42The Advertising Association. Annual Review 2004–2005. London: Advertising Association, 2005.Google Scholar
43Department of Health. Choosing Health: Making Healthy Choices Easier. CM 6374. London: The Stationery Office, 2004.Google Scholar
44UBS Warburg. Global Equity Research: Absolute Risk of Obesity. London: UBS Warburg, 2002.Google Scholar
45JP Morgan. Food Manufacturing: Obesity the Big Issue. London: JP Morgan European Equity Research, 2003.Google Scholar
46The Advertising Association. A Submission to the Food Chain and Crops for Industry Panel's Consultation Paper: ‘Food's Contribution to Health in the Future’ – The Foresight Programme. London: Advertising Association, 2000.Google Scholar
47Coalition on Food Advertising to Children. A Briefing Paper by the Coalition on Food Advertising to Children (CFAC). Adelaide: Department of Nutrition and Dietetics, Flinders University, 11 2003.Google Scholar