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Children's exposure to unhealthy food advertising on Philippine television: content analysis of marketing strategies and temporal patterns

Borazon EQ 1 , Magracia MR 1 , Ong GR 2 , Gillott BK 3 , Mackay S 4 , Swinburn B 5 Show all authors , Karupaiah T 2

Affiliations 

  • 1 International Graduate Program of Education and Human Development, National Sun Yat-sen University, Kaohsiung, Taiwan
  • 2 School of BioSciences, Faculty of Health & Medical Sciences, Taylor's University Lakeside Campus, Selangor, Malaysia
  • 3 Early Start, School of Health and Society, University of Wollongong, Wollongong, Australia
  • 4 Faculty of Medical and Health Sciences, Epidemiology and Biostatistics, University of Auckland, Auckland, New Zealand
  • 5 School of Population Health, University of Auckland, Auckland, New Zealand
Glob Health Action, 2024 Dec 31;17(1):2427445.
PMID: 39570293 DOI: 10.1080/16549716.2024.2427445

Abstract

BACKGROUND: This study conducted an exploratory content analysis of TV food advertisements on the top three most popular channels for Filipino children aged two to 17 during school and non-school days.

METHODS: Data were collected by manually recording of aired advertisements from 16 non-school days (July to September 2020) and 16 school days (January to April 2021). Descriptive and inferential statistical analyses were used to assess children's rates of exposure to food advertisements (mean ± SD of advertisements aired per channel per hour), the healthiness of promoted foods (as permitted (healthier) or not permitted (unhealthy) according to nutrient profiling models from the World Health Organization), and persuasive techniques used in food advertisements, including promotional characters and premium offers.

RESULTS: The results show that the rates of exposure to food advertisements were higher during school days (14.6 ± 14.8) than on non-school days (11.9 ± 12.0) (p 

* Title and MeSH Headings from MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine.

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