Research conducted by the Federal Trade Commission (FTC) has found that, contrary to popular conceptions, children are not being exposed to an increasing number of food adverts on television.
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According to the FTC report, children are viewing more promotional ads for other programming but fewer paid ads and fewer minutes of advertising on television.
The study looked at television ad exposure for children in the year 2004, comparing this data to similar research from 1977. In particular, the report found that children are not exposed to more food ads on television than they were in the past. However, the report did observe that their ad exposure is more concentrated on children’s programming.
According to the report, promotions for television programming accounted for 28% of all TV ads viewed, while food ads accounted for 22%. Children get approximately half of their food advertising and about one-third of their total television advertising exposure from programmes in which children are at least 50% of the audience, the research found.
The FTC is also conducting a separate study on all methods of marketing foods and beverages to children and adolescents, which will include research into the types of food marketed; the types of marketing techniques used; the amount spent on marketing; the nature of marketing activities; and any marketing policies, initiatives, or research undertaken by food and beverage companies.
