Changes in the volume, power and nutritional quality of foods marketed to children on television in Canada

Abstract

Objective: To evaluate the self-regulatory Children's Food and Beverage Advertising Initiative pre- and post-implementation in terms of volume of marketing, marketing techniques, and nutritional quality of foods marketed to children on television.

Methods: Data for 11 food categories for May 2006 and 2011 were purchased from Nielsen Media Research for two children's specialty channels in Toronto. A content analysis of food advertisements examining the volume and marketing techniques was undertaken. Nutritional information on each advertisement was collected and comparisons were made between 2006 and 2011.

Results: The volume of ads aired by Canadian Children's Food and Beverage Advertising Initiative (CAI) companies on children's specialty channels decreased by 24% between 2006 and 2011; however, children and teens were targeted significantly more, and spokes-characters and licensed characters were used more frequently in 2011 compared to 2006. The overall nutritional quality of CAI advertisements remains unchanged between 2006 and 2011.

Conclusion: There are clear weaknesses in the self-regulatory system in Canada. Food advertising needs to be regulated to protect the health of Canadian children.