上海市儿童电视食品广告的暴露现况
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摘要
目的了解上海市儿童电视食品广告的覆盖现况,评价新广告法的实施成效,为制定优化儿童广告环境的政策提供依据,以促进儿童健康饮食行为。方法 2018年2至3月,选取3个最受儿童喜欢的电视频道,对6∶00—22∶00的直播节目(工作日2天、周末2天)进行4天的录制。对所有广告的频道、日期、时间和产品种类进行编码,记录食品广告的主要产品、食品种类和营销手段,并与2012年对应的研究数据进行比较分析。结果 2018年与2012年相比,电视广告总数减少(5763条 vs.6018条),其中食品广告占比减少(19.7% vs.25.7%)。总体电视广告覆盖率,食品广告覆盖率,核心、非核心与混杂食品广告覆盖率均出现下降。含糖饮料广告覆盖率在收视率高峰和非高峰时段均有下降(P<0.05),非核心食品(除外含糖饮料)广告覆盖率在收视率高峰和非高峰时段有所上升,但差异无统计学意义。食品广告中营销手段的使用比例大幅下降(5.1% vs.52.6%),核心食品使用营销手段的比例显著上升(P<0.001),非核心食品使用营销手段的比例大幅下降(P<0.001)。2018年核心食品广告中营销角色的出现频率高于非核心食品(P<0.05)。结论针对儿童的电视食品广告有所改善,但是非核心食品广告在收视率高峰时段覆盖率高于其他类别的食品广告,建议对收视率高峰时段非核心食品广告进行限制。
Objective To investigate the exposure status of Shanghai's television food advertising among children,evaluate the effectiveness of the latest national advertising law,provide evidence for further policy action that optimize the advertising environment for children,and promote children's healthy dietary behavior. Methods Between Feb.and Mar.,2018,4 days of broadcasting(2 weekdays and 2 weekend days) of 3 favorite channels among children were recorded.All advertisements were coded for date,time,channel and product type.Main product,product type and marketing techniques in each food advertisement were recorded.Data collected in 2018 were compared with a similar study conducted in 2012. Results In 2018,the total number of advertisements on television decreased(5761 ads in 2018 vs.6018 ads in 2012),and the percentage of food advertisements decreased compared with 2012(19.7%vs.25.7%).The rate of total advertisements,food advertisements,core food,noncore food and miscellaneous food advertisements on televisionall decreased compared with 2012.The rate of sugar sweetened drink advertisements during peak and non-peak viewing time decreased(P<0.05)and the rate of non-core food(exclude sugar sweetened drink)advertisements during peak and nonpeak viewing time increased when compared with 2012 with no statistical significance.The frequency of marketing techniques in food advertisements decreased significantly(5.1% in 2018 vs.52.6% in 2012).Among the food advertisements using marketing techniques,the proportion of core food advertisements increased significantly(P<0.001)and the proportion of non-core food advertisements decreased significantly(P<0.001)when compared with 2012.The frequency of promotional characters in core food advertisements was higher than that of non-core foods in 2018(P<0.05). Conclusions There were improcements in TV's food advertisements trageting children in Shanghai,but the rate of non-core food advertisements in peak viewing hours was higher than that of other food category.Restriction on non-core food advertising during peak viewing hours should be recommended.
Objective To investigate the exposure status of Shanghai's television food advertising among children,evaluate the effectiveness of the latest national advertising law,provide evidence for further policy action that optimize the advertising environment for children,and promote children's healthy dietary behavior. Methods Between Feb.and Mar.,2018,4 days of broadcasting(2 weekdays and 2 weekend days) of 3 favorite channels among children were recorded.All advertisements were coded for date,time,channel and product type.Main product,product type and marketing techniques in each food advertisement were recorded.Data collected in 2018 were compared with a similar study conducted in 2012. Results In 2018,the total number of advertisements on television decreased(5761 ads in 2018 vs.6018 ads in 2012),and the percentage of food advertisements decreased compared with 2012(19.7%vs.25.7%).The rate of total advertisements,food advertisements,core food,noncore food and miscellaneous food advertisements on televisionall decreased compared with 2012.The rate of sugar sweetened drink advertisements during peak and non-peak viewing time decreased(P<0.05)and the rate of non-core food(exclude sugar sweetened drink)advertisements during peak and nonpeak viewing time increased when compared with 2012 with no statistical significance.The frequency of marketing techniques in food advertisements decreased significantly(5.1% in 2018 vs.52.6% in 2012).Among the food advertisements using marketing techniques,the proportion of core food advertisements increased significantly(P<0.001)and the proportion of non-core food advertisements decreased significantly(P<0.001)when compared with 2012.The frequency of promotional characters in core food advertisements was higher than that of non-core foods in 2018(P<0.05). Conclusions There were improcements in TV's food advertisements trageting children in Shanghai,but the rate of non-core food advertisements in peak viewing hours was higher than that of other food category.Restriction on non-core food advertising during peak viewing hours should be recommended.
引文
[1] WORD HEALTH ORGANIZATION.Set of recommen-dations on the marketing of foods and non-alcoholic beverages to children[EB/OL].(2010-05-21) [2017-04-01].www.who.int/dietphysicalactivity/publications/recsmarketing/en/index.html.
[2] CAIRNS G,ANGUS K,HASTINGS G,et al.Systematic reviews of the evidence on the nature,extent and effects of food marketing to children.A retrospective summary[J].Appetite,2013,62:209-215.
[3] DIXON HG,SCULLY ML,WAKEFIELD MA,et al.The effects of television advertisements for junk food versus nutritious food on children’s food attitudes and preferences[J].Soc Sci Med,2007,65(7):1311-1323.
[4] 全国人民代表大会常务委员会.中华人民共和国广告法[Z].2015.
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[6] 武瑞芬.国内外电视食品广告对儿童饮食行为及健康影响的研究述评[J].广告大观(理论版),2013(2):96-100.
[7] 马冠生,李艳平,胡小琪,等.我国城市儿童少年看电视时间的研究[J].中国健康教育,2002,18(7):8-10.
[8] KELLY B,HEBDEN L,KING L,et al.Children’s exposure to food advertising on free-to-air television:an Asia-Pacific perspective[J].Health Promot Int,2016,31(1):144-152.
[9] KELLY B,HALFORD JC,BOYLAND EJ,et al.Television food advertising to children:a global perspective[J].Am J Public Health,2010,100(9):1730-1736.
[10] WORD HEALTH ORGANIZATION.Diet,nutrition and the prevention of chronic diseases[EB/OL] (2002-02-01) [2017-04-07].http://apps.who.int/iris/bitstream/handle/10665/42665/WHO_TRS_916.pdf.
[11] LI M,DIBLEY M J,SIBBRITT D W,et al.Dietary habits and overweight/obesity in adolescents in Xi'an City,China[J].Asia Pac J Clin Nutr,2010,19(1):76-82.
[12] KIM S,LEE Y,YOON J,et al.Restriction of television food advertising in South Korea:impact on advertising of food companies[J].Health Promot Int,2013,28(1):17-25.
[13] SADEGHIRAD B,DUHANEY T,MOTAGHIPISHEH S,et al.Influence of unhealthy food and beverage marketing on children's dietary intake and preference:a systematic review and meta-analysis of randomized trials[J].Obes Rev,2016,17(10):945-959.
[14] 易旭明,倪琳,曹红艳.电视广告如何影响儿童——上海小学生电视广告收视调查报告[J].新闻记者,2010(6):72-75.
[15] 林瑶.电视食品广告对儿童的危害[J].社会观察,2007(6):57.
[2] CAIRNS G,ANGUS K,HASTINGS G,et al.Systematic reviews of the evidence on the nature,extent and effects of food marketing to children.A retrospective summary[J].Appetite,2013,62:209-215.
[3] DIXON HG,SCULLY ML,WAKEFIELD MA,et al.The effects of television advertisements for junk food versus nutritious food on children’s food attitudes and preferences[J].Soc Sci Med,2007,65(7):1311-1323.
[4] 全国人民代表大会常务委员会.中华人民共和国广告法[Z].2015.
[5] 曹冬岩.我国儿童食品广告的监管措施研究[J].商场现代化,2009(11):370-372.
[6] 武瑞芬.国内外电视食品广告对儿童饮食行为及健康影响的研究述评[J].广告大观(理论版),2013(2):96-100.
[7] 马冠生,李艳平,胡小琪,等.我国城市儿童少年看电视时间的研究[J].中国健康教育,2002,18(7):8-10.
[8] KELLY B,HEBDEN L,KING L,et al.Children’s exposure to food advertising on free-to-air television:an Asia-Pacific perspective[J].Health Promot Int,2016,31(1):144-152.
[9] KELLY B,HALFORD JC,BOYLAND EJ,et al.Television food advertising to children:a global perspective[J].Am J Public Health,2010,100(9):1730-1736.
[10] WORD HEALTH ORGANIZATION.Diet,nutrition and the prevention of chronic diseases[EB/OL] (2002-02-01) [2017-04-07].http://apps.who.int/iris/bitstream/handle/10665/42665/WHO_TRS_916.pdf.
[11] LI M,DIBLEY M J,SIBBRITT D W,et al.Dietary habits and overweight/obesity in adolescents in Xi'an City,China[J].Asia Pac J Clin Nutr,2010,19(1):76-82.
[12] KIM S,LEE Y,YOON J,et al.Restriction of television food advertising in South Korea:impact on advertising of food companies[J].Health Promot Int,2013,28(1):17-25.
[13] SADEGHIRAD B,DUHANEY T,MOTAGHIPISHEH S,et al.Influence of unhealthy food and beverage marketing on children's dietary intake and preference:a systematic review and meta-analysis of randomized trials[J].Obes Rev,2016,17(10):945-959.
[14] 易旭明,倪琳,曹红艳.电视广告如何影响儿童——上海小学生电视广告收视调查报告[J].新闻记者,2010(6):72-75.
[15] 林瑶.电视食品广告对儿童的危害[J].社会观察,2007(6):57.