Food ads on TV: a health hazard for children?
OBJECTIVE
To examine the nutritional quality of food in television food advertisements that are targeted at children.


METHODS
We videotaped 42 hours of children's programs and analysed the food advertisements' content and nutrient composition using the New Zealand Food Composition Database.


RESULTS
Of 269 food advertisements, 63% were for foods 'high in fat and/or sugar'. Children who ate only the advertised foods would eat a diet too high in fat, saturated fat, protein, free sugars and sodium. Furthermore, their diets would have suboptimal levels of fibre and suboptimal intakes of a number of important micronutrients (depending on age), including magnesium, selenium and vitamin E. The food products advertised on this channel rarely included nutritious low-cost foods that are necessary for food security in low-income groups. There were also no food advertisements that included any of the healthy foods consumed by Maori and Pacific peoples.


CONCLUSIONS
Food advertisements targeted at children generally reflect the dietary pattern associated with an increased risk of obesity and dental caries in childhood; and cardiovascular disease, diabetes and cancers in adulthood.
Wilson
N
N
Ministry of Health, Wellington, New Zealand. nwilson@actrix.gen.nz
Quigley
R
R
Mansoor
O
O
D000293:Adolescent; D000329:Advertising; D000367:Age Factors; D002648:Child; D002664:Child Nutritional Physiological Phenomena; D003625:Data Collection; D005247:Feeding Behavior; D005260:Female; D005502:Food; D006801:Humans; D008297:Male; D009520:New Zealand; D009752:Nutritional Status; D009753:Nutritive Value; D018570:Risk Assessment; D012737:Sex Factors; D013690:Television; D014741:Video Recording