上海市儿童电视食品广告的暴露现况  

Status and trend of children’s exposure to food advertising on free-to-air television in Shanghai

作　　者：陈思佳 吴岷[1] 温利明 何更生[1] CHEN Si-jia;WU Min;WEN Li-ming;HE Geng-sheng(Key Laboratory of Public Health Safety of Ministry of Education-Department of Nutrition and Food Safety, School of Public Health,Fudan University,Shanghai 200032,China;School of Public Health,University of Sydney,Sydney NSW 2006,Australia)

机构地区：[1]复旦大学公共卫生学院营养与食品卫生教研室-教育部公共卫生安全重点实验室,上海200032 [2]悉尼大学公共卫生学院,悉尼NSW2006

出　　处：《复旦学报（医学版）》2019年第3期378-382,403,共6页Fudan University Journal of Medical Sciences

摘　　要：目的了解上海市儿童电视食品广告的覆盖现况,评价新广告法的实施成效,为制定优化儿童广告环境的政策提供依据,以促进儿童健康饮食行为。方法2018年2至3月,选取3个最受儿童喜欢的电视频道,对6∶00—22∶00的直播节目(工作日2天、周末2天)进行4天的录制。对所有广告的频道、日期、时间和产品种类进行编码,记录食品广告的主要产品、食品种类和营销手段,并与2012年对应的研究数据进行比较分析。结果2018年与2012年相比,电视广告总数减少(5763条vs.6018条),其中食品广告占比减少(19.7%vs.25.7%)。总体电视广告覆盖率,食品广告覆盖率,核心、非核心与混杂食品广告覆盖率均出现下降。含糖饮料广告覆盖率在收视率高峰和非高峰时段均有下降(P<0.05),非核心食品(除外含糖饮料)广告覆盖率在收视率高峰和非高峰时段有所上升,但差异无统计学意义。食品广告中营销手段的使用比例大幅下降(5.1%vs.52.6%),核心食品使用营销手段的比例显著上升(P<0.001),非核心食品使用营销手段的比例大幅下降(P<0.001)。2018年核心食品广告中营销角色的出现频率高于非核心食品(P<0.05)。结论针对儿童的电视食品广告有所改善,但是非核心食品广告在收视率高峰时段覆盖率高于其他类别的食品广告,建议对收视率高峰时段非核心食品广告进行限制。Objective To investigate the exposure status of Shanghai’s television food advertising among children,evaluate the effectiveness of the latest national advertising law,provide evidence for further policy action that optimize the advertising environment for children,and promote children’s healthy dietary behavior. Methods Between Feb.and Mar.,2018,4 days of broadcasting (2 weekdays and 2 weekend days) of 3 favorite channels among children were recorded.All advertisements were coded for date,time,channel and product type.Main product,product type and marketing techniques in each food advertisement were recorded.Data collected in 2018 were compared with a similar study conducted in 2012. Results In 2018,the total number of advertisements on television decreased ( 5 761 ads in 2018 vs. 6 018 ads in 2012),and the percentage of food advertisements decreased compared with 2012 (19.7% vs. 25.7%). The rate of total advertisements, food advertisements, core food, non- core food and miscellaneous food advertisements on televisionall decreased compared with 2012.The rate of sugar sweetened drink advertisements during peak and non-peak viewing time decreased ( P < 0.05) and the rate of non-core food (exclude sugar sweetened drink) advertisements during peak and non-peak viewing time increased when compared with 2012 with no statistical significance.The frequency of marketing techniques in food advertisements decreased significantly (5.1% in 2018 vs. 52.6% in 2012).Among the food advertisements using marketing techniques,the proportion of core food advertisements increased significantly ( P <0.001) and the proportion of non-core food advertisements decreased significantly ( P <0.001) when compared with 2012.The frequency of promotional characters in core food advertisements was higher than that of non-core foods in 2018 ( P <0.05). Conclusions There were improcements in TV’s food advertisements trageting children in Shanghai,but the rate of non-core food advertisements in peak viewing hours was higher than that of other

关 键 词：儿童 食品 广告 营销 电视 

分 类 号：R153.2[医药卫生—营养与食品卫生学]