Effect of TV food advertising restriction on food environment for children in South Korea

Datos Bibliográficos

ID22944902
AutoresYoungmi Lee (0000-0002-2456-4578), Young‐Mi Lee (0000-0001-9965-0748, Myongji University), Jihyun Yoon (0000-0002-9479-9305, Seoul National University), Sang-Jin Chung, Sang‐Jin Chung (0000-0003-4804-7206, Kookmin University), Soo-Kyung Lee, Soo‐kyung Lee (0000-0002-1745-256X, Inha University), Hyogyoo Kim (Dongguk University), Soyoung Kim (0000-0003-0830-0940), So-young Kim (0000-0002-5361-9291, Seoul National University)
Año2013
Volumen32
Número1
Páginasdat078
Fecha de publicación2013-11-12
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaHealth Promotion International (JOURNAL)
Identificadores de la revistaISSN: 0957-4824 • E-ISSN: 1460-2245
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1093/heapro/dat078
PMID24221528
OpenAlexW2124864516
IdiomaEN
Citas recibidas7
Referencias citadas25

This study attempted to determine the effects of restrictions on television (TV) food advertising on children's food environments in South Korea. It examined changes that occurred in the marketing mix of food companies following enactment of those restrictions. An on-line survey was conducted with marketers or R&D managers of 108 food companies. A questionnaire was used to inquire about changes that occurred in Product, Place, Price and Promotion as a result of the restrictions placed on TV food advertising. Analysis was performed on the data collected from the responding 63 food companies (58.3%). The results of their answers showed that among the four marketing mix components the restrictions exerted relatively stronger effects on Product. Effects were stronger on companies that produced foods within the product categories of Energy-Dense and Nutrient-Poor foods (EDNP companies) in comparison with companies that did not (non-EDNP companies). The restrictions exerted positive effects on EDNP companies with respect to compliance with labeling requirements and reinforcement of nutritional contents examination, as well as changes to products such as reducing unhealthy ingredients and fortifying nutrients. Overall, the results revealed the possibility that restrictions on TV food advertising could improve children's food environments by encouraging EDNP companies to make favorable product changes. On the one hand, the results also found that some food companies attempted to bypass the regulations by changing marketing channels from TV to others and by reducing product serving sizes. Thus, future measures should be implemented to prevent food companies from bypassing regulations and to control children's exposure to marketing channels other than TV.

Advertising · Business · Food industry · Product (mathematics) · Promotion (chess) · Consumer Packaging Perceptions and Trends · Food Science · Marketing · Marketing and Advertising Strategies · Nutrition, Health and Food Behavior