Compliance with children's television food advertising regulations in Australia

Extent: 6p.Background: The objective of this study was to assess the effectiveness of the Australian co-regulatory system in limiting children’s exposure to unhealthy television food advertising by measuring compliance with mandatory and voluntary regulations. An audit was conducted on food and beverage television advertisements broadcast in five major Australian cities during children’s programming time from 1st September 2010 to 31st October 2010. The data were assessed against mandatory and voluntary advertising regulations, the information contained in an industry report of breaches, and the Australian Guide to Healthy Eating. Results: During the two months of data collection there were a total of 951 breaches of the combined regulations. This included 619 breaches of the mandatory regulations (CTS) and 332 breaches of the voluntary regulations (RCMI and QSRI). Almost 83% of all food and beverages advertised during children’s programming times were for foods classified as ‘Extras’ in the Australian Guide to Healthy Eating. There were also breaches in relation to the amount of advertising repetition and the use of promotional appeals such as premium offers, competitions, and endorsements by popular children’s characters. The self-regulatory systems were found to have flaws in their reporting and there were errors in the Australian Food and Grocery Council’s compliance report. Conclusions: This audit suggests that current advertising regulations are inadequate. Regulations need to be closely monitored and more tightly enforced to protect children from advertisements for unhealthy foods.Michele Roberts, Simone Pettigrew, Kathy Chapman, Caroline Miller and Pascale Queste

The advertised diet: An examination of the extent and nature of food advertising on Australian television

ISSUES ADDRESSED: The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations. METHODS: Data were acquired from a national media monitoring company for advertisements broadcast in five major Australian cities from 1 September 2010 to 31 October 2010. Content analysis was undertaken on these advertisements and the advertised foods were assessed against the Australian Guide to Healthy Eating. The data also included advertising expenditures. RESULTS: Most advertised foods were non-core foods (63%), with few advertisements for fruits and vegetables (6%). Advertisements for non-core foods were significantly more frequent during prime time viewing periods (71% vs 60%; P < 0.01). High levels of advertising for fast food (28%) and non-core beverages (24%) were recorded. CONCLUSIONS: The present study found that the foods advertised during the data-collection period were inconsistent with the recommended diet. There are clear areas for policy concern given that the majority of recorded advertisements were for foods classified as ‘occasional foods’, there were low levels of advertising for fruit and vegetables, and there were no social marketing messages to support healthy eating. SO WHAT?: The findings of the study suggest that there is an urgent need for more comprehensive regulation of food advertising in Australia.Michele Roberts, Simone Pettigrew, Kathy Chapman, Pascale Quester and Caroline Mille

What do children observe and learn from televised sports betting advertisements? A qualitative study among Australian children

Objective: To explore children's awareness of sports betting advertising and how this advertising may influence children's attitudes, product knowledge and desire to try sports betting. Methods: Semi-structured qualitative interviews were conducted with 48 children (8-16 years) from Melbourne, Victoria. The interview schedule explored children's recall and interpretations of sports betting advertising, strategies within advertisements that may appeal to children, children's product knowledge and understanding of betting terminology, and factors that may encourage gambling. Interviews were transcribed and thematic analysis was conducted. Results: Children recalled in detail sports betting advertisements that they had seen, with humour the most engaging appeal strategy. They were also able to describe other specific appeal strategies and link these strategies to betting brands. Many children described how advertisements demonstrated how someone would place a bet, with some children recalling the detailed technical language associated with betting. Conclusions: Children had detailed recall of sports betting advertisements and an extensive knowledge of sports betting products and terminology. Implications for public health: To protect children from the potential harms associated with sports betting, governments should consider changing regulations and implementing evidence-based education campaigns to counter the positive messages children receive from the sports betting industry