Buy What Is Advertised on Television? Evidence from Bans on Child-Directed Food Advertising

Rui Huang () and Muzhe Yang ()
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Rui Huang: University of Connecticut
Muzhe Yang: Lehigh University

No 125, Food Marketing Policy Center Research Reports from University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy

Abstract: In response to the growing childhood obesity rate, the Children?s Food and Beverage Advertising Initiative (CFBAI) was launched in November 2006. Our study presents the fi?rst empirical analysis of the impact of CFBAI on consumers?food choices. We combine monthly data on advertising exposure, measured by gross rating points and by age group between 2006 and 2008, and household candy purchases. We ?nd that CFBAI has not produced signi?cant changes in consumers?exposure to television advertising because its guidelines are vague. Nor has it had the intended e¤ect on consumers?dietary choices. However, an observed reduction in advertising exposure could reduce households? purchase propensity by approximately 30-40% for speci?c candy products. This suggests that strengthening the link between reducing advertising on child-directed programs and reducing children?s actual advertising exposure should be a priority in ensuring the future success of CFBAI.

Pages: 77 pages
Date: 2010-03
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