Children are heavily exposed to food advertising on television, websites, apps, social media, and in settings such as sports games, movie theaters, and recreation centers.
Exposure to food advertising aimed at driving consumption and building brand loyalty increases as children grow older and spend more time on screens.
This is a big problem because research consistently shows that the majority of foods advertised to children are far less healthy than those not intended for children.
Now, research from the University of Toronto and the University of Ottawa supports this consensus. The results revealed that food and drinks packaged for children are almost always low in key nutrients and high in sugar.
Children's diet, health and food advertising
According to the Heart and Stroke Foundation of Canada, more than 90 per cent of ads on the top 10 children's websites are for ultra-processed foods that are high in sodium, saturated fat and free sugars. These include soft drinks, ready-to-eat breakfast cereals, chicken fingers, cookies, candy, and more.
Evidence shows that unhealthy food marketing influences children's taste preferences, attitudes toward food, requests for grocery lists, and ultimately what they eat.
National survey data shows that Canadian children consume diets high in sodium, saturated fat, free sugars, and nutrients associated with high blood pressure, tooth decay (sugar), type 2 diabetes, overweight, and obesity. It is estimated that Canadian children aged 9 to 13 receive 57 per cent of their daily calories from ultra-processed foods.
About the latest research in Canada
The study, published this month in the journal PLOS One, assessed the amount of child-directed marketing on food packaging in Canada and the nutritional quality of foods using such packaging.
“Child-appealing packaging” uses marketing techniques such as strong colors and designs that appeal to children. Packaging includes unconventional product flavors (e.g. “Cheddarific” or “Tropical Storm”), product shapes (e.g. animal crackers, alphabet pasta), games, brand characters (e.g. Toucan Sam, Crafted Bear), Or you can promote your TV character. shows and movies.
Researchers sampled 5,850 Canadian food labels from a variety of product categories, including cakes, candies, cereals, drinking yogurt, granola bars, snacks, juices, and puddings. For each product, we looked at the nutrition facts and photos of the product's packaging.
Overall, 13% of products were marketed to children. The most common food categories were toaster pastries, breakfast cereals, and crackers. Other products that were important to market to children included candy, nut butters, syrups, ice cream, applesauce, and pureed fruit products.
More than 82 per cent of products with child-friendly packaging exceeded Health Canada limits for sodium, free sugars and saturated fat. The reference value is defined as approximately 5 percent of her daily intake (DV) for each nutrient of interest.
Products with children's packaging contain an average of 11.5 g (equivalent to about 3 teaspoons) of free sugar per serving, nearly 2 grams of free sugars per serving (6.5 g per serving). It was double that.
Although this study was conducted in Canada, children around the world are constantly exposed to child-friendly packaging. Young children are particularly susceptible to food marketing.
what will you do?
By limiting the amount of time children spend watching television and using electronic devices, you can reduce their exposure to unhealthy food advertising. Educating children about advertising and recognizing food marketing techniques can also be helpful.
Still, it is impossible to prevent children from being exposed to widespread and persuasive food advertising.
According to study lead author Dr. Christine Mulligan from the University of Toronto, “It's unfair to both children and parents to face such pressure from the food industry…It's not fair for the government to intervene to protect our health. You must.'' Children. “
What is Health Canada's position?
Restricting food advertising to children is a key initiative of Health Canada's Healthy Eating Strategy, launched in 2016.
Currently, the government is proposing a policy to restrict food advertising primarily aimed at children under the age of 13 within television and digital media (e.g. broadcast television, streaming services, websites, online games, social media, messaging services, etc.) are doing.
According to Health Canada, over the past three years, children aged 10 to 17 reported television, movies, websites and social media as their top sources of exposure to food advertising.
Advertising restrictions apply if 1) the advertisement is considered primarily directed to children, and 2) the food has added sodium, free sugars, or fat and exceeds nutritional standards for sodium, free sugars, or saturated fat. Applies if there is.
Health Canada is asking the public, health professionals, researchers, industry and professional organizations, and other stakeholders to email their comments on the proposed policy. Consultations are being accepted until June 12th.
Leslie Beck, a Toronto-based dietitian in private practice, is Medcan's Director of Food and Nutrition. Follow her on Twitter @LeslieBeck
