Food advertisements on UK television popular with children: a content analysis in relation to dental health



Al-Mazyad, M, Flannigan, N, Burnside, G, Higham, S ORCID: 0000-0002-4097-4702 and Boyland, EJ ORCID: 0000-0001-8384-4994
(2017) Food advertisements on UK television popular with children: a content analysis in relation to dental health. British Dental Journal, 222 (3). pp. 171-176.

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Abstract

Objective To quantify the prevalence of advertising for foods and beverages potentially detrimental to dental health on UK television watched by children. Design Content analysis of pre-recorded television advertisements (adverts). Materials and methods Three hundred and fifty-two hours of television were recorded (one weekday and one weekend day, 6 am – 10 pm) from the main commercial channel (ITV1). All adverts were coded using pre-defined criteria. Setting UK television recorded between January and December 2012. Results Of 9,151 adverts, foods and beverages were the second most commonly advertised products (16.7%; n = 1,532). Nearly two-thirds of food adverts were for items that are potentially harmful to dental health (61%; n = 934). Of these, 96.6% were cariogenic and 11% were acidogenic foods. During peak children's viewing hours, the proportion of foods that are potentially harmful to dental health was significantly higher than for non-harmful foods (65.9% vs. 34.1%; p = 0.011). Adverts for foods potentially harmful to dental health were rare around children's programmes, but significantly more frequent during other programmes watched by children (p <0.001). Conclusion UK children are exposed to a particularly high proportion of advertisements for foods that are potentially detrimental to their dental health during their peak viewing hours and around the programmes they watch the most.

Item Type: Article
Uncontrolled Keywords: Humans, Advertising, Food Industry, Television, Child, Oral Health, United Kingdom
Depositing User: Symplectic Admin
Date Deposited: 07 Feb 2020 14:59
Last Modified: 19 Jan 2023 00:04
DOI: 10.1038/sj.bdj.2017.120
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3073661

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