title: The extent of food advertising to children on Greek television: focus on foods potentially detrimental to oral health.
abstract: OBJECTIVE
  To investigate the extent and nature of food advertising to children on Greek television, focusing on the adverts for foods with potential harmful effects on oral health, and to examine the persuasive marketing techniques used to promote food products.
  
  
  METHODS
  Advertisements broadcast on six TV-channels during children's peak viewing times on two weekdays and two weekend days in the period May-June 2010 were recorded (166.7 hours). Each advertisement was coded according to: date, day, length, type of program in which the ad appeared, type of product advertised and promotional technique used. Food advertisements were subdivided according to their sugar and/or acid content as potentially harmful or non-harmful to teeth.
  
  
  RESULTS
  Food advertisements had an average frequency of 8.0 per hour during children's peak viewing times with highest frequency (11.4 per hour) on weekends during child-focused programs. Of all advertisements, 1330 (26.7%) were for foods, and 595 (44.7%) of these deemed to be potentially harmful to teeth. The most commonly advertised food product during children's programs was confectionery, 80 (27.7%). Of food advertisements, 199 (15.0%) used at least one of the promotional techniques likely to appeal to children. Advertisements for foods potentially harmful for teeth were more likely to be shown during child-focused programs (OR 2.92, 95% CI 2.04-4.16) and to promise a free gift with purchase (OR 35.43, 95% CI 10.83-115.88).
  
  
  CONCLUSIONS
  Children in Greece are exposed to a large volume of advertisements for unhealthy foods and drinks, which intensively use persuasive techniques proved to affect children's food preferences and consumption. Our study provides evidence that could support advocacy and interventions for the regulation of food advertising.
authors: T
authors: T
authors: Gatou
authors: E
authors: E
authors: Mamai-Homata
authors: A
authors: A
authors: Polychronopoulou
authors: H
authors: H
authors: Koletsi-Kounari
mesh_terms: D000143:Acids; D000293:Adolescent; D000329:Advertising / Q000706:statistics & numerical data; D001628:Beverages / Q000706:statistics & numerical data; D002182:Candy / Q000706:statistics & numerical data; D002648:Child; D002675:Child, Preschool; D003611:Dairy Products / Q000706:statistics & numerical data; D019422:Dietary Sucrose; D005502:Food; D005518:Food Preferences; D006115:Greece; D006801:Humans; D040541:Marketing; D009042:Motivation; D009909:Oral Health; D010565:Persuasive Communication; D013690:Television / Q000706:statistics & numerical data
chemical_list: D000143:Acids; D019422:Dietary Sucrose