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					        Overview of Television
      Food Advertising to Children

Championing Public Health Nutrition Conference


               Brian Cook, PhD
              October 22, 2008
How is Children’s Advertising Regulated?

 Primarily regulated by industry itself
    Advertising Standards Canada
    Broadcast Code for Advertising to Children



 Overarching federal and provincial regulations also
  apply
      Food and Drugs Act (Health Canada)
      Competition Act (Industry Canada)
      Ontario Consumer Protection Act
      CRTC also has role
            Industry Self Regulation

 Avoidance of direct harm, marketers must not exploit
  children’s credulity, lack of experience or sense of loyalty

 No more than 4 minutes of TV ads per half hour

 “…any commercial message scheduled for viewing during the
  school-day morning hours should be directed to the family,
  parent or an adult, rather than to children”
           Industry Self Regulation

Gaps
 Aims to prevent direct harm and promote trust in ads
  rather than specifically address public health concerns

 Does not address cognitive limitations of young children

 Does not address overall exposure, only individual ads

 Focused on traditional ads, not Internet and others

 Regulatory process lacks transparency
Canadian Children’s Food and Beverage
        Advertising Initiative
Recent industry voluntary changes




 8 companies will not direct ads to children under 12

 8 companies will direct 100% of children’s ads to
  “healthier” dietary choices
Canadian Children’s Food and Beverage
        Advertising Initiative
Gaps
 Products defined as
  “healthier dietary choices” for children:




 Narrow definition of children’s programming
    30-50%+ of audience must be <12
    Quebec law uses 15%+
Canadian Children’s Food and Beverage
        Advertising Initiative
Gaps
 Restrictions on licensed
  characters in ads does not
  apply to advertiser-generated
  characters
                                  X   vs



 Ban on school food ads
  excludes fundraising
  initiatives, displays, public
  service messaging and
  educational programs.
TV Food Ads to Children Global Project

 12 country TV ad research project, coordinated by
  Cancer Care Australia

 Top children’s channels recorded (Jan 2008) in Alberta,
  Ontario and Quebec

 4 days of TV programs coded, 6am-10pm

 Ads coded for:
   -   Product
   -   Food type (healthy vs unhealthy)
   -   Promotional characters
   -   Premium offers
                   Significance

 Last children’s TV ad analysis in Canada – 1991

 Industry argues children’s TV ad expenditure very small
  in Canada

 Access to official TV ad data very expensive for NGOs to
  do analysis
Teletoon and YTV

      Top ranked Canadian children’s
       specialty TV networks

      Teletoon reaches 2.6 million child
       viewers per week (age 2-11)

      “YTV consistently dominates the top
       20 ranked kid shows with 15 of the
       20 top ranked shows for kids 2-11
       and 6-11.”
            - www.corusmedia.com/ytv
                        Preliminary Results

Television Ads - Teletoon & YTV Networks (Ontario)
Children’s Programs in Children’s Peak Viewing Times

                           Pharmaceutical
               Retail
                                2%
                3%                             Other
                                      Cell      2%
                         PSAs       Phone        Education
           Toiletries     3%          2%             1%
              6%




  Entertainment
      17%                                                             unhealthy
                                             Food
                                                                        95%
                                             37%
                  Toys
                  27%




                                                                                  healthy
                                                                                    5%



              Sample: 41 hours of programming - January 17-20, 2008
                    Preliminary Results

Television Ads - Teletoon & YTV Networks (Ontario)
Children’s Programs in Children’s Peak Viewing Times


                                                   high sugar, low fibre
                                                    breakfast cereals
                                                          28%


                                                         fast food
                  unhealthy                        restaurants & meals
                    95%                                    24%

                                                   high fat, sugar and/or
                                                   salt spreads, soups &
                                                           pastas
                                                           24%

                                                    snack foods, sugar
    healthy                                        sweetened fruit bars
      5%                                                   24%




              Sample: 41 hours of programming - January 17-20, 2008
             Preliminary Results

Television Ads - Teletoon & YTV Networks (Ontario)
Children’s Programs in Children’s Peak Viewing Times

    Ratio of Unhealthy Food Ads to Healthy Living PSA
        Preliminary Results

Presence of Advertising – Weekday Mornings
              Teletoon          YTV
    6:00am
    6:30am
    7:00am
    7:30am
    8:00am
    8:30am
    9:00am
    9:30am
   10:00am
   10:30am
   11:00am
   11:30am
                                      Preliminary Results

                                  Television Ads - CTV (Ontario)
                                     NON-Children’s Programs
                                                               Utilities          Household
                                                      Retail     3%                Cleaners
                                                       3%                             2%
         Pharmaceutical                                             Education
              6%                                                      2%               Pet Products
Household                       Toiletries   Travel
                                                                                            1%
Equipment/                         6%         6%
                                                                                          Clothes
 Furniture                                                                                   1%
   7%                                                                                                 unhealthy
                                                                                                        56%
       Financial
          7%                                                               Food
                                                                           19%
      Entertainment
           8%


              PSAs/ Charities                           Other
                   9%               Automobiles         11%
                                        9%                                                             healthy
                                                                                                        44%




                                              Sample: January 17-20, 2008
                                  Preliminary Results

                             Television Ads - CTV (Ontario)
                                NON-Children’s Programs
                                                                           Snack foods,             Fruit juice and
                                                                        sugar sweetened               fruit drinks
               Vegetable
                                                                         fruit & vegetable                 1%
                products                                                                   High sugar
               (no added Meat &                                               products                          .Full cream dairy
                                                                                        and/or low fibre
 Breads, rice,   sugar) alternatives                                             6%                                     1%
                                                                                       breakfast cereals
    pasta          1%        1%
                                                                                              3%
     7%                                                      Sugar sweetened
                                                              drinks including
                                                                 soft drinks
                                                                     7%

  Fruit products
    (no added                                            High fat, sugar
      sugar)                                               and/or salt
       11%                          Low fat dairy       spreads, soups &
                                       39%                   pastas
    Low fat                                                    7%                                             Fast food
 sandwiches,                                                                                                 restaurants/
salads & soups                                                                                                  meals
     13%                                                                         Chocolate and                   53%
                                                                                 confectionery
                                                                                     23%
     Low sugar/ high
      fibre breakfast   Baby food
          cereals         15%
            13%




      Healthy Food Ads                                                       Unhealthy Food Ads
                                           Sample: January 17-20, 2008
                       Summary

 Children’s ad self-regulatory system has significant gaps

 Recent industry initiatives ineffective

Preliminary Study Findings
 TV food ads to children dominated by products that
  undermine parents’ and public health professionals’
  efforts to promote healthy diets and physical activity

 TV food ads in non-children’s programming feature much
  higher percentage of healthy foods
        Overview of Television
      Food Advertising to Children

Championing Public Health Nutrition Conference


               Brian Cook, PhD
              October 22, 2008
              bcook@toronto.ca
                416-338-7864

				
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