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Food and Beverages Advertising on Children’s Television Programs: a Loophole and Control Crisis

นงนุช ใจชื่น; Nongnuch Jaichuen;
Date: 2559-12
Abstract
Television advertising is an effective medium for reaching young children and influencing their food purchasing and intake. The objective of this study is to explore food and beverages advertising during children’s television programs.Methods: Records of children’s free television programs on channels 3, 5, 7 and 9 was the main data collection method. Data was collected during March 24-April 7, 2014 on Monday-Friday at 03:00 p.m. to 08:00 p.m. and on Saturday-Sunday at 06:00 a.m. to 10:00 a.m. and 03:00 p.m. to 08:00 p.m. A total of 42 programs from top three programs that had the most food and drinks advertisement were selected into this study. Unhealthy food and beverages advertisement was included in the analysis. Food advertisement was organized according to the food group classification from the Nutrient Profile. The study found that the majority of the advertising of food and drink is unhealthy food and drinks advertisement. The most popular form of advertisement used by the food industry was using presenters such as celebrity children and adults, athletes, and cartoon characters. Moreover, food and beverages industries used a loophole of regulations for advertising and did not comply with the law. Inappropriate forms and contents of the advertisement for children were observed. Considering the law enforcement, there is currently no comprehensive control of forms and contents of advertisement targeting on children. Therefore, government should seriously develop the law enforcement and should prepare including update regulations and guidelines to control forms and contents of unhealthy food and beverages advertising in order to protect the health of children and youth.
Copyright ผลงานวิชาการเหล่านี้เป็นลิขสิทธิ์ของสถาบันวิจัยระบบสาธารณสุข หากมีการนำไปใช้อ้างอิง โปรดอ้างถึงสถาบันวิจัยระบบสาธารณสุข ในฐานะเจ้าของลิขสิทธิ์ตามพระราชบัญญัติสงวนลิขสิทธิ์สำหรับการนำงานวิจัยไปใช้ประโยชน์ในเชิงพาณิชย์
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