RIS ID
30460
Abstract
Objective: The aim of this study was to model children’s potential exposure to television food advertisements under different regulatory scenarios to demonstrate the policy implications of regulatory change in Australia. Methods: Television advertising data was collected from Sydney commercial television channels from 14-20 May 2006. Extrapolating from these data, the patterns of food advertising under four regulatory scenarios were examined, including arrangements restricting the content, volume and timing of advertisements. Results: Each scenario resulted in a reduction of total and non-core food advertisements. The scenario to restrict non-core food advertisements during the major viewing period (7:00-20:30) led to the largest reduction in total and non-core food advertisements (79.2% reduction), with no change in the frequency of core food advertisements. Conclusions: The results illustrate the potential for reducing children’s exposure to food advertising through simple regulatory restrictions. Implications: This research contributes to future debates on the regulation of television food advertising. It is particularly relevant as Australian regulations will be under review in 2007.
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Publication Details
Kelly, B. P., King, L., Bauman, A., Smith, B. J. & Flood, V. M. 2007, 'The effects of different regulation systems on television food advertising to children', Australian and New Zealand Journal of Public Health, vol. 31, no. 4, pp. 340-343.