Despite promising to reduce food and beverage commercials during children’s programming, these ads are still prevalent. A recent study from the University of Illinois Chicago, published in JAMA Network Open, revealed that while food and beverage companies have made efforts to reduce the number of unhealthy food and beverage advertisements active during children’s television shows, viewers under 12 years old are still exposed to a large number of unhealthy commercials each year. The findings show that despite industry pledges and regulations, children continue to see over 1,000 food and drink commercials each year, with most of these promoting unhealthy products.
In 2006, major food, beverage, and restaurant companies committed to stop advertising unhealthy products during children’s shows. This promise, initially defined by targeting shows with at least 35% of viewers under the age of 12, has gone through many revisions over the years. Stricter nutritional criteria were introduced between 2014 and 2020 to determine which products should not be marketed to children, aiming to limit exposure to unhealthy products high in saturated fats, trans fats, sugars, and sodium to combat obesity rates.
Researchers analyzed television ratings and advertising data from The Nielsen Company from 2013 to 2022. They found that food and drink ads during children’s programming have decreased by more than 95%. However, 60% of the remaining ads still promoted unhealthy food and beverages. This indicates that while regulations on ads during specific children’s shows have had some impact, children are increasingly exposed to unhealthy product advertisements during general programming.
Lisa Powell, a professor and director of health policy and administration at the UIC School of Public Health, emphasized the importance of reducing children’s exposure to unhealthy food and beverage advertisements. She noted that the World Health Organization recognizes this as a key strategy for improving children’s diets and health. The study revealed that an estimated 90% of children’s exposure to food and drink ads now comes from general programming that does not specifically target a young audience. The researchers suggest that broader regulations limiting unhealthy food and drink advertisements during times when children are likely to be watching television could be more effective than restricting ads only during specific shows.
The study also highlighted a concerning racial disparity in children’s exposure to food and beverage ads. While the number of these ads declined for both Black and white children between 2013 and 2022, Black children were exposed to significantly more ads overall. This difference is partly due to Black children spending more time watching television than their white counterparts.
As television consumption declines, Powell and her team are shifting their focus to other media platforms. With children spending more time on mobile devices, it is crucial to continue efforts to reduce their exposure to unhealthy advertising across all forms of media. As children increasingly shift their media consumption to digital platforms, staying aware and proactive in limiting exposure to unhealthy ads remains essential.
In conclusion, despite efforts to reduce food and beverage commercials during children’s programming, unhealthy ads are still prevalent. The study’s findings underscore the need for continued vigilance in regulating advertising to protect children’s health and well-being. By addressing racial disparities in exposure and adapting to changing media consumption habits, stakeholders can work towards creating a healthier advertising environment for children.