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Nutrition > Children's diet and media > Flashcards

Children's diet and media Flashcards

1
Q

Regulatory bodies

A 
ASA
Ofcom
MHRA
Defra
DoH
SUSTAIN
FSA
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2
Q

ASA

A

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)
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3
Q

Ofcom

A

Independent regulator for UK communications industry (2003)

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4
Q

MHRA

A

Regulates medicines and healthcare products

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5
Q

Defra

A

Dept environment, food and rural affairs

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6
Q

DoH

A

Responsible for Public Health Issues

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7
Q

SUSTAIN

A

Umbrella organisation concerned with food/ agricultural policies and practices

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8
Q

FSA

A 
Independent watchdog concerned with food safety since 2000
Microbiological
Radiological
Hygiene resources
-all about safety
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9
Q

Oral health survey of 3 year old children 2013

A
  • 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
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10
Q

Caries experience in 5 year old children

A 
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
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11
Q

MORI February 1996

A

74% of parents think that current patterns of advertising do not encourage their children to eat a healthy, balanced diet

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12
Q

Advertising must

A

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

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13
Q

Written word

A

Aadverts in newspapers, magazines, comics, billboards
Articles written in newspapers, magazines, journals (accuracy?)
Free gifts with magazines, comics

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14
Q

Spend

A 
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
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15
Q

Magazines are read by about half of all women

A

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

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16
Q

Caries experience in 15 year old children

A

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

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17
Q

80% of caries occurs in 20% population

A

Disease of social deprivation

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18
Q

Labelling

A

Confusion to date!
Was to have been uniform EU system by 2016
Reference Intake (RI) replaced DGAs (2014)
Traffic Light System (FSA)

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19
Q

Education packs

A

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

20
Q

Food labelling

A

Front of pack - colour coding for all nutrients, not energy (optional)
Nutrients on back of pack in specific order + energy (mandatory)

21
Q

Hypocrisy of cereal ad

A

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

22
Q

Magicbreakfast.com

A

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!

23
Q

Functional foods

A

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

24
Q

Pester bower

A

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

25
Q

Chuck sweets off the checkout

A

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

26
Q

Facial appearance and persuasion

A 
A physically attractive appearance enhances the message in the advert
Moderated by:
-perceived expertise
-credibility
-personal characteristics
27
Q

Celebrity endorsement

A

Decision making difficult with contradictory advice
Catalyse ‘herd’ behaviour which may not be appropriate
Influence +ve/-ve

28
Q

Advertising - 3 generations

A 
1st radio TV
2nd digital (now)
3rd artificial - intelligence marketing strategies
-children believe ads are true until ~7
29
Q

2005 facts about TV

A

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

30
Q

Analysis Children’s TV advertising 2005

A 
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
31
Q

Regulation of advertising on TV

A

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)

32
Q

Current practices

A

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

33
Q

Fake news

A

Most fake news accompanied by one+ ads. Moral dilemma!

Placement of ads online is highly automated. Pass through long chain of intermediaries

34
Q

Fake news

A

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

35
Q

Fake news v ads

A

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

36
Q

WWF - UK (Mark Driscoll)

A

“ 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”

37
Q

Emerging techniques used to market food/ drink to children

A 
Online advertising
Branding
Viral
Direct marketing
Advergaming
Packaging vouchers/codes
Integrated marketing
Interactive
38
Q

Junk food manufacturers increasingly

A

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

39
Q

Coca-Cola Facts

A

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

40
Q

Levy on soft drinks

A

> 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!

41
Q

April 2018 ‘sugar tax’

A

Could raise £1bn BUT drinks makers are reducing sugar content
No advertising curbs

42
Q

Sponsorship of TV programmes

A

Sponsorship more subtle than advertising

< in advertising on commercial channels means alternative means of funding are needed

43
Q

Innocent smoothies

A

Sold out to Coca-Cola

44
Q

Olympic Games Sponsorship 2012

A

Coca – Cola, McDonald’s, Cadbury’s

Sponsorship accounted for < 10% of funding for Games & junk food sponsors contributed 2% £(148m)

45
Q

Your Dr is watching you

A

“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%

46
Q

Journalists are the problem

A

May miss key bit of info out - relay things wrong

Need to check their facts

47
Q

Inappropriate diet contribute to ⅓ illnesses involving cancer/cardio-vascular disease

A

All in the communication chain have a moral responsibility to ensure that public health messages reach the people who will benefit from them

Nutrition (13 decks)

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