Abstract
We aim to examine the food advertising in children’s television programs based on Notification of
the Public Relations Department Announcement on “Criteria and duration of time for advertising on
radio and television that may have an impact on children”, dated 18 January 2008, and to propose policy recommendation in regulating food advertising in children’s television programs in Thailand. The study
on advertising during children’s programs in free TV on 18th September- 8th October 2010 was conducted
to identify the duration, frequency, technique and strategy used for advertising, and type of products
advertised based on the previously mentioned Notification.
25 (64%) of 39 of children’s programs advertised more than 10 minutes per hour. Of the 39 children’s
programs, 15 (38%) had half of their advertising time that could have an effect on children. Technique and
strategy used for advertising did not follow the criteria in the Notification. Eight products no warning to
consumers to children announced by the Food and Drug Administration regulation. 82 percent of children’s
television programs had indirect advertorial.
Advertising in children’s television still did not follow the Notification of the Public Relations
Department Announcement. The duration and frequency that were in violation of the Notification
decreased from the year before. The Office of the National Broadcasting and Telecommunications
Commission (NBCT) should establish new regulations to protect children and enforce compliance from
the media.
