Children's diet and media Flashcards
Regulatory bodies
ASA Ofcom MHRA Defra DoH SUSTAIN FSA
ASA
Day to day reputation of advertising with links to other bodies
- printed adverts, posters, leaflets
- radio and TV commercials
- internet adverts and SMS text message, paid for
- Twitter and Facebook adverts (big extension of their remit since 2011)
Ofcom
Independent regulator for UK communications industry (2003)
MHRA
Regulates medicines and healthcare products
Defra
Dept environment, food and rural affairs
DoH
Responsible for Public Health Issues
SUSTAIN
Umbrella organisation concerned with food/ agricultural policies and practices
FSA
Independent watchdog concerned with food safety since 2000 Microbiological Radiological Hygiene resources -all about safety
Oral health survey of 3 year old children 2013
- 12% of three-year-old children with obvious dental decay
- Linked to deprivation
- Av. no. of teeth affected 0.4
- Av. no. teeth with caries of the 12% with caries was 3.07
Caries experience in 5 year old children
Percent with decay -1972 72% --> 2003 43% --> 2013 26% Mean drift -1973 4.0 --> 2003 1.6 --> 2013 0.7 Mean drift in children with caries (dft>0) -1973 5.5 --> 2003 3.5 --> 2013 2.8
MORI February 1996
74% of parents think that current patterns of advertising do not encourage their children to eat a healthy, balanced diet
Advertising must
Be ‘legal, decent, honest and truthful’
Health or nutritional claims must be supported by scientific fact
Recognise children’s immaturity and natural credulity
Should comply with Ofcom rules
Written word
Aadverts in newspapers, magazines, comics, billboards
Articles written in newspapers, magazines, journals (accuracy?)
Free gifts with magazines, comics
Spend
7-15 year olds spend > on soft drinks than games/ hobbies 91p per week on average on soft drinks 77p on games, toys, hobbies 57p on computer consoles and software 52p on confectionary
Magazines are read by about half of all women
Not checked, just what journalists want to put
Magazines are shared e.g. each Vogue read by approx. x6
Serve to foster a cult of femininity
Not just reflection female role but are helping to define it
Caries experience in 15 year old children
Percent with decay: 1973 97% –> 2003 49% –> 2013 42%
Mean DMFT: 1973 8.4 –> 2003 1.6 –> 2013 1.2
Mean DMFT in children with caries (DMFT>0): 1973 8.7 –> 2003 3.2 –> 2013 2.9
80% of caries occurs in 20% population
Disease of social deprivation
Labelling
Confusion to date!
Was to have been uniform EU system by 2016
Reference Intake (RI) replaced DGAs (2014)
Traffic Light System (FSA)
Education packs
Given to schools for ‘education’
Groups are best targeted and school is an ideal group
Children spend £6.13pw av. mainly on sweets/ drinks
Children influence carers
Children are future adult consumers
Food labelling
Front of pack - colour coding for all nutrients, not energy (optional)
Nutrients on back of pack in specific order + energy (mandatory)
Hypocrisy of cereal ad
Kellogg’s suggested children snack on Coco pops while being a national partner in the “Change 4 Life” campaign encouraging children to swap snacks for low-sugar alternatives.
Coco pops are 1/3 sugar!
25% children obese/overweight in England
Magicbreakfast.com
Multiple sponsors/suppliers of this initiative to provide free breakfasts in schools
470 schools in inner city areas, many in London and Barnsley!
35-50% of children on FSM
Tesco provides low sugar cereals!
Functional foods
Ribena’s Juice and Fibre - claimed to help lower cholesterol level
All-bran - ‘a detox in a box’
Slimfast - high energy claim alongside a ‘low calories’ claim
Complaints against these claims all upheld by ASA
Pester bower
The influence on parental buying is greatest for children 5-10 years old
Nearly half buy advertised food and drinks as a result of this
Chuck sweets off the checkout
1980s - 1st initiative backed by government funding. Several supermarkets signed up but some have since lapsed
2013 - sustain initiative and Lidl has implemented junk-free policy at ALL tills
2015 Tesco, Big Sainsbury’s, Tescos and Waitrose do not
Facial appearance and persuasion
A physically attractive appearance enhances the message in the advert Moderated by: -perceived expertise -credibility -personal characteristics
Celebrity endorsement
Decision making difficult with contradictory advice
Catalyse ‘herd’ behaviour which may not be appropriate
Influence +ve/-ve
Advertising - 3 generations
1st radio TV 2nd digital (now) 3rd artificial - intelligence marketing strategies -children believe ads are true until ~7
2005 facts about TV
British children watch an average of 3hr/day
2/3 of children have TV in bedroom
British children have access to highest levels of TV advertising in Europe
Analysis Children’s TV advertising 2005
ITV 1000 adverts, 24 per broadcast hour 35% related to food and drink of which -26% breakfast cereals -24% confectionary -18% non-carbonated soft drinks 95% potentially cariogenic or erosive
Regulation of advertising on TV
Rules apply to adverts foods HFSS on TV channels dedicated to children or programmes aimed at children 0-15 years
Particular appeal = programme that attracts children in excess of their proportion in population (i.e. by 20% or more)
Current practices
Children watch 20 hours of TV with adverts (2 junk food ads ph) with 11 hours from streaming services
Higher for these children
TV marketing exposure doubled chance of child eating junk food
Non commercial channels not associated with higher junk food eating
Fake news
Most fake news accompanied by one+ ads. Moral dilemma!
Placement of ads online is highly automated. Pass through long chain of intermediaries
Fake news
Most fake news accompanied by one+ ads. Moral dilemma!
Placement of ads online is highly automated. Pass through long chain of intermediaries with little/ no human input
Kelloggs recoils when an advert appears on Breitbart, a right wing news site
To identify fake news is hard
Fake news v ads
To help prevent can go into ‘site category options’ allowing exclusion of ad placement in unsuitable sites
Google and FB on case
Companies may be unaware how to restrict ads from showing unwanted sites
Still difficult
WWF - UK (Mark Driscoll)
“ A food system in which globally 1.5 billion are overweight or obese while another billion people suffer from malnutrition & hunger & at least 30% of all food grown across the globe is wasted, is clearly broken”
Emerging techniques used to market food/ drink to children
Online advertising Branding Viral Direct marketing Advergaming Packaging vouchers/codes Integrated marketing Interactive
Junk food manufacturers increasingly
Use Facebook and Twitter to directly target children
Games, cartoon characters and videos used
In 2012 Pepsi launched a pop-culture social media site - ‘Pepsi Pulse’ showing members of US pop band with teen girls as fans
Coca-Cola Facts
USA owned
97% products sold by Coke in Britain made here, big employer in UK.
Contributes £2.4 billion to UK economy
Has ¼ of soft drinks market in UK. Coke Zero sales rising.
7% of total revenue spent on advertising
Levy on soft drinks
> 5g sugar /100ml 18p/l
8g sugar /100ml 24p/l
So manufactures lowering sugar content to avoid the tax
And will raise £135m a year LESS than originally thought!
April 2018 ‘sugar tax’
Could raise £1bn BUT drinks makers are reducing sugar content
No advertising curbs
Sponsorship of TV programmes
Sponsorship more subtle than advertising
< in advertising on commercial channels means alternative means of funding are needed
Innocent smoothies
Sold out to Coca-Cola
Olympic Games Sponsorship 2012
Coca – Cola, McDonald’s, Cadbury’s
Sponsorship accounted for < 10% of funding for Games & junk food sponsors contributed 2% £(148m)
Your Dr is watching you
“Let’s shop healthier.” Life-size photos of Drs & Nurses in store. Sales of fruit up 20%
Sales of veg up 0% !
Sales of smoked fish up 10%
Journalists are the problem
May miss key bit of info out - relay things wrong
Need to check their facts
Inappropriate diet contribute to ⅓ illnesses involving cancer/cardio-vascular disease
All in the communication chain have a moral responsibility to ensure that public health messages reach the people who will benefit from them
