14 Dec, 2015

Children’s choices influenced by dominance of junk food marketing

Medical Xpress | Pediatrics | December 10, 2015

Stirling’s Institute of Social Marketing was commissioned to investigate the impact of food and drink marketing on Scotland’s young people.

In a study of school children, researchers were able to measure just how much the marketing landscape is dominated by promotions for  – food and drinks high in fat, salt and sugar. Young people aged 11 to 18 years old were asked about the marketing and promotions they had been exposed to in the preceding seven days and how they had responded to them.

They were asked if they had seen food and drink marketing involving broadcast, print, outdoor or digital adverts, sponsorship, price promotions and social media activity.

Three quarters of the marketing seen was for junk food, with visibility of healthy food and drinks’ marketing reported at only ten percent. Almost two thirds of the 2285 children questioned recalled one or more food or drink promotion with nearly half buying more than one or more item of food or drink in response.

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