Children’s exposure to food and drink ads during kids’ TV shows has been a topic of concern for many years. While there has been a significant decrease in the number of unhealthy food advertisements during children’s programming, a recent study from the University of Illinois Chicago reveals that children under 12 are still exposed to a substantial number of food-related ads, most of which are for unhealthy products.
The study, published in JAMA Network Open, analyzed television ratings and advertising data from 2013 through 2022. Researchers found that despite a drastic decline in food and drink advertisements during kids‘ shows, children are still exposed to over 1,000 food-related ads per year, with the majority promoting unhealthy products high in saturated fat, trans fat, total sugars, and sodium.
Lisa Powell, a distinguished professor and director of health policy and administration at UIC, emphasized the importance of reducing children’s exposure to unhealthy food and beverage advertisements. The World Health Organization recognizes that limiting children’s exposure to these ads is crucial for improving their diets and overall health.
In 2006, a group of food, beverage, and restaurant companies pledged to only advertise healthy products on children’s television programming. Subsequent revisions in 2014 and 2020 established nutritional criteria for determining which products are considered unhealthy and should not be advertised to young audiences.
Despite these self-regulatory efforts, the UIC study found that while the number of food and beverage commercials during children’s programs decreased significantly, 60% of the remaining ads were still for unhealthy products. Children under 12 continue to see a high volume of food-related advertisements, even though the majority of exposure now comes from watching shows with lower child-audience shares.
The study also highlighted a persistent racial disparity in exposure to food-related ads, with Black children seeing significantly more advertisements than white children, partly due to differences in television viewing habits. This finding underscores the need for targeted interventions to address disparities in advertising exposure among different racial groups.
As children’s media consumption habits evolve, with more time spent on mobile devices and social media platforms, there is a growing need to understand where food companies are targeting kids and what they are being exposed to. Powell’s research group is embarking on a new project to measure children’s exposure to ads through digital entertainment and social media, recognizing the changing landscape of media consumption among young audiences.
In conclusion, while there has been progress in reducing unhealthy food advertisements during children’s programming, the study from UIC highlights the ongoing challenges in limiting children’s exposure to these ads. Continued research and policy efforts are needed to ensure that children are not inundated with promotions for unhealthy products, particularly as media consumption patterns continue to evolve.