Self-regulation of advertising of fast food to children not working

January 01, 0001

Self-regulation of advertising of fast food to children not working

The aim of this study by researchers from Sydney, Australia, was to assess the impact of the quick-service restaurant industry (QSRI) self-regulatory initiative on fast-food advertising to children on Australian commercial television. Analysis of advertisements for foods on the three main free-to- air commercial television channels (channels 7, 9 and 10) in Sydney, Australia, over 4 days in both May 2009 and April 2010 in terms of: number of advertisements; types of food (coded core [healthy

From 2009 to 2010, the mean frequency of fast-food advertisements increased from 1.1 to 1.5 per hour. While non- core fast foods comprised a lesser share of fast-food advertising in 2010 than 2009, the mean frequency at which they were advertised during times when the largest numbers of children were watching television remained the same (1.3 per hour in both 2009 and 2010). Family meals advertised for children’s consumption in 2010 provided energy far in excess of children’s requirements.

The researchers concluded: "Children’s exposure to unhealthy fast-food advertising has not changed following the introduction of self-regulation, and some fast foods advertised for children’s consumption contain excessive energy. The limited impact of self-regulation suggests that governments should define the policy framework for regulating fast-food advertising to children."

Sounds like a foregone conclusion, but at least it’s evidence.


For the full abstract, click here.

MJA published online 27 June 2011 © The Medical Journal of Australia 2011
Advertising of fast food to children on Australian television: the impact of industry self-regulation. Lana A Hebden, Lesley King, Anne Grunseit, Bridget Kelly and Kathy Chapman. Correspondence to Lana Hebden: [email protected]

Category: T. Endocrine/Metabolic/Nutritional. Keywords: advertising, fast food, children, television, Australia, impact, self-regulation, analysis of advertisements, journal watch.
Synopsis edited by Dr Stephen Wilkinson, Melbourne, Australia. Posted on Global Family Doctor 12 July 2011

Pearls are an independent product of the Cochrane primary care group and are meant for educational use and not to guide clinical care.

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