北京市儿童青少年不健康食品电视营销暴露程度及其影响

The exposure to television advertising of unhealthy food among children and adolescents and its impact in Beijing

目的了解北京市儿童青少年不健康食品电视营销暴露程度及其影响,为不健康食品营销管理政策的制定提供依据。方法于2020年10月19日至2021年1月17日排除重大节日和假期后随机选取4个工作日和4个非工作日为研究日期,选取3~18岁儿童青少年最喜欢的5个频道为研究频道,共纳入720 h广告并编码分析。使用《世界卫生组织西太平洋地区营养素度量模型》对食品分类并判断其健康程度。结果共监测到13864个广告,38.8%(5376个)为食品广告,其中49.9%(2680个)为不健康食品广告,平均频率为2.00个/(h·频道)。广告中占比排前5位的食品依次是12~36个月婴儿配方奶粉(26.7%)、奶酪(16.7%)、休闲零食(12.2%)、奶及奶制品(10.5%)和巧克力及糖果类(6.0%)。不健康食品广告最常使用的营销策略是品牌益处声称(96.8%)和营销角色(67.9%)。结论儿童青少年在不健康食品电视营销中的暴露程度较高,不健康食品广告多通过使用品牌益处声称、营销角色等营销策略增加广告的影响力;亟需出台相关政策监管不健康食品电视营销。

Objective To examine the exposure to television advertising of unhealthy food among children and adolescents in Beijing,in order to provide a basis for the formulation of marketing management policies with unhealthy food.Methods Four weekdays and four weekend days were randomly selected during October 19,2020 to January 17,2021,excluding holidays and school holidays.The top five popular channels of children and adolescents aged 3 to 18 years old were selected.A total of 720 hours was included for coding and analysis.World Health Organization Nutrient Profile Model for the Western Pacific Region was used to classify food and assess the health level.Results A total of 13864 advertisings(ads)was monitored,38.8%(5376)of which were food ads.Furthermore,49.9%(2680)of food ads were unhealthy food ads,with a frequency of 2.00 per hour per channel.The top five most frequent food ads were infant formula for 12-36 months(26.7%),cheese(16.7%),savory snacks(12.2%),milk drinks(10.5%)and chocolate and candy(6.0%).The most frequently used marketing strategies for unhealthy food ads were brand benefit claims(96.8%)and promotional characters(67.9%).Conclusion Children and adolescents in Beijing are highly exposed to TV marketing of unhealthy foods.Marketing strategies such as brand benefit claims and promotional characters are employed to boost the impact of unhealthy food ads.There is an urgent need to introduce relevant policies to regulate TV marketing of unhealthy foods.