Effect of TV food advertising restriction on food environment for children in South Korea.
This study attempted to determine the effects of restrictions on television (TV) food advertising on children's food environments in South Korea. It examined changes that occurred in the marketing mix of food companies following enactment of those restrictions. An on-line survey was conducted with marketers or R&D managers of 108 food companies. A questionnaire was used to inquire about changes that occurred in Product, Place, Price and Promotion as a result of the restrictions placed on TV food advertising. Analysis was performed on the data collected from the responding 63 food companies (58.3%). The results of their answers showed that among the four marketing mix components the restrictions exerted relatively stronger effects on Product. Effects were stronger on companies that produced foods within the product categories of Energy-Dense and Nutrient-Poor foods (EDNP companies) in comparison with companies that did not (non-EDNP companies). The restrictions exerted positive effects on EDNP companies with respect to compliance with labeling requirements and reinforcement of nutritional contents examination, as well as changes to products such as reducing unhealthy ingredients and fortifying nutrients. Overall, the results revealed the possibility that restrictions on TV food advertising could improve children's food environments by encouraging EDNP companies to make favorable product changes. On the one hand, the results also found that some food companies attempted to bypass the regulations by changing marketing channels from TV to others and by reducing product serving sizes. Thus, future measures should be implemented to prevent food companies from bypassing regulations and to control children's exposure to marketing channels other than TV.
Department of Food and Nutrition, Myongji University, Yongin 449-728, South Korea.
Youngmi
Y
Lee
Department of Food and Nutrition, Seoul National University, Seoul 151-742, South Korea.
Jihyun
J
Yoon
Department of Foods and Nutrition, Kookmin University, Seoul 136-702, South Korea.
Sang-Jin
SJ
Chung
Department of Food and Nutrition, Inha University, Incheon 402-751, South Korea.
Soo-Kyung
SK
Lee
Department of Advertising and Public Relations, Dongguk University, Seoul 100-175, South Korea.
Hyogyoo
H
Kim
Department of Food and Nutrition, Seoul National University, Seoul 151-742, South Korea.
Soyoung
S
Kim
D000329:Advertising / Q000331:legislation & jurisprudence*; D002648:Child; D019649:Food Industry / Q000191:economics / Q000331:legislation & jurisprudence* / Q000592:standards; D005515:Food Labeling; D006801:Humans; D009753:Nutritive Value; D056910:Republic of Korea; D011795:Surveys and Questionnaires; D013690:Television