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Monitoring Food Marketing to Children

A Joint Nordic Monitoring Protocol for Marketing of Foods and Beverages High in Fat, Salt and Sugar (HFSS) Towards Children and Young People

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The protocol describes methods for how to monitor marketing of foods and beverages high in fat, salt and sugar towards children and young people at a given time as cross-sectional studies, as well as allowing for monitoring of trends. The data provided could also be used for evaluation purposes, for instance providing relevant data for evaluating regulation practices and schemes in the respective countries; to study advertising and marketing practices, contents and forms over time. In addition to being a tool for monitoring purposes within each country, the protocol will also enable comparisons between the Nordic countries by establishing a joint understanding on how each marketing channel should be monitored. The protocol has been developed as a Nordic project between representatives and experts from Iceland, Finland, Sweden, Denmark and Norway together with international experts.

English

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Background

Marketing of food and beverages influences children’s knowledge, attitudes and food choices. Evidences from systematic reviews show that television advertising influences children’s food preferences, purchase requests and consumption patterns. Children and young people today are exposed to marketing of food products in many channels. The marketing has evolved from traditional advertising in print, cinema and TV to new forms of marketing, e.g. internet advertising, mobile phone advertising, product placement and other forms of embedded marketing e.g. native advertising.

English

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