Funding Agencies: Support for M.P.K. was provided by a fellowship from the National Science and Engineering Research Council of Canada.
Changes in the volume, power and nutritional quality of foods marketed to children on television in Canada
Article first published online: 27 JUN 2014
© 2014 The Authors Obesity published by Wiley Periodicals, Inc. on behalf of The Obesity Society (TOS)
This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Volume 22, Issue 9, pages 2053–2060, September 2014
How to Cite
Potvin Kent, M., Martin, C. L. and Kent, E. A. (2014), Changes in the volume, power and nutritional quality of foods marketed to children on television in Canada. Obesity, 22: 2053–2060. doi: 10.1002/oby.20826
Disclosure: The authors do not report any conflicts of interest.
Author contributions: M.P.K. was responsible for study design, literature review, data analysis, and interpretation and the writing of the manuscript. C.M. was responsible for data collection and analysis and editing of the manuscript. E.K. was responsible for data collection and editing of the manuscript.
- Issue published online: 28 AUG 2014
- Article first published online: 27 JUN 2014
- Manuscript Accepted: 11 JUN 2014
- Manuscript Revised: 10 JUN 2014
- Manuscript Received: 26 SEP 2013
To evaluate the self-regulatory Children's Food and Beverage Advertising Initiative pre- and post-implementation in terms of volume of marketing, marketing techniques, and nutritional quality of foods marketed to children on television.
Data for 11 food categories for May 2006 and 2011 were purchased from Nielsen Media Research for two children's specialty channels in Toronto. A content analysis of food advertisements examining the volume and marketing techniques was undertaken. Nutritional information on each advertisement was collected and comparisons were made between 2006 and 2011.
The volume of ads aired by Canadian Children's Food and Beverage Advertising Initiative (CAI) companies on children's specialty channels decreased by 24% between 2006 and 2011; however, children and teens were targeted significantly more, and spokes-characters and licensed characters were used more frequently in 2011 compared to 2006. The overall nutritional quality of CAI advertisements remains unchanged between 2006 and 2011.
There are clear weaknesses in the self-regulatory system in Canada. Food advertising needs to be regulated to protect the health of Canadian children.