Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012

Karimen León-Flández (), Miguel Ángel Royo-Bordonada, María Ángeles Moya-Geromini, María José Bosqued-Estefanía, Lázaro López-Jurado and Javier Damián
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Karimen León-Flández: Complutense University of Madrid
Miguel Ángel Royo-Bordonada: Institute of Health Carlos III
María Ángeles Moya-Geromini: Institute of Health Carlos III
María José Bosqued-Estefanía: Institute of Health Carlos III
Lázaro López-Jurado: Institute of Health Carlos III
Javier Damián: Institute of Health Carlos III

International Journal of Public Health, 2018, vol. 63, issue 6, No 7, 733-742

Abstract: Abstract Objectives To analyse marketing techniques used in television advertisements of food and drinks (AFDs) directed to children, and their nutritional quality. Methods This is a cross-sectional study of television AFDs directed to children in Spain over 7 days in 2012. Primary appeal, persuasive and nutritional marketing techniques, and links to Internet were registered. The foods were classified according to their nutritional quality using an international codification system and the UK nutrient profile model. Frequency of AFDs using marketing techniques and percentages for unhealthy products were calculated. Results Taste and fun were the main primary appeals used. Persuasive and nutritional marketing techniques and links to Internet were used in 61%, 68.5% and 65.2% of AFDs, respectively. These techniques were more common during weekdays, enhanced protection time slots and on channels with particular appeal to children. More than two-thirds of AFDs using these techniques were for unhealthy products, reaching 96.2% of AFDs with premium offers and gifts. Conclusions There is an extensive use of marketing techniques in television AFDs directed to children in Spain. Most products advertised were unhealthy, so stronger governmental regulations are required.

Keywords: Children; Food advertising; Food marketing; Marketing techniques; Television (search for similar items in EconPapers)
Date: 2018
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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DOI: 10.1007/s00038-018-1085-7

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