Prevalence of child-directed and general audience marketing strategies on the front of beverage packaging

The case of Chile

Bibliographic Data

ID15093649
AuthorsFernanda Mediano Stoltze (0000-0003-1474-349X, University of North Carolina at Chapel Hill), Joshua O Barker, Joshua Barker (0000-0003-1858-0632, University of North Carolina at Chapel Hill), Rebecca Kanter (0000-0003-4867-5448, University of Chile), Carlos Corvalán (0000-0003-3766-7709, University of Chile), Camila Corvalán, Marcela Reyes (0000-0002-4601-7663, University of Chile), Lindsey Smith Taillie (0000-0002-4555-2525, University of North Carolina at Chapel Hill), Francesca R Dillman Carpentier (0000-0001-5361-635X, University of North Carolina at Chapel Hill, corresponding author)
Year2018
Volume21
Issue03
Pages454-464
Publication date2018-02-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenuePublic Health Nutrition (JOURNAL)
Journal identifiersISSN: 1368-9800 • E-ISSN: 1475-2727
PublisherCambridge University Press (CUP) (PUBLISHER)
DOI10.1017/s1368980017002671
PMID29094661
OpenAlexW2766056199
LanguageEN
Citations received9
References cited56

Objective Front-of-package (FOP) marketing strategies of a wide variety of beverages were catalogued to examine the prevalence of each strategy prior to a sweeping Chilean restriction of child-directed marketing aimed at reducing obesity-related disease among Chile’s youth. Design Photographs of 1005 beverage packages were quantitatively content-analysed to code whether a variety of child-directed, health-oriented and other marketing strategies (e.g. sales promotions) were present on each product’s FOP. Strategies were then analysed based on beverages’ product category, total sugar, energy and tax status (beverages with added sugars are taxed at different rates). Setting Photographs were taken in six urban supermarkets in Santiago, Chile, representing five different supermarket chains. Results Beverages using child-directed characters or nature/fruit references were higher in total sugar and beverages with child-directed characters or childhood/family references were higher in energy than beverages without these respective strategies. Of the beverages taxed at the highest rate (greatest amount of added sugars), 49 % used nutrition and health appeals and 80 % used nature or fruit appeals. Plain waters and plain milks were less likely than other selected product categories to use health-oriented appeals or multiple FOP strategies in combination. Conclusions FOP marketing on beverages varied according to the nutritional quality of the product, with heavier use of health-oriented and child-directed strategies in less healthy products. Marketing activities warrant continued observation to evaluate how industry responds to new marketing restrictions as these restrictions are evaluated in the light of existing taxes and other regulatory efforts to improve diets and reduce obesity-related disease

Advertising · Business · Environmental health · Fruit juice · Packaging and labeling · Product (mathematics · Quality (philosophy · Variety (cybernetics · Chemistry · Consumer Attitudes and Food Labeling · Consumer Packaging Perceptions and Trends · Mathematics · Medicine · Obesity, Physical Activity, Diet · Food Science · Marketing

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