The extent and nature of televised food advertising to New Zealand children and adolescents

Objective: There has been international concern over the balance of televis ion advertising for healthy and less-healthy foods to which children and ad olescents are exposed. This study examined the extent to which 9-17 year ol d New Zealanders were exposed to advertising for different food groups over a year and compared New Zealand rates of advertising with a 13-country stu dy. Method: 'People meter' data collected over three months - May and September 1995 and February 1996 - and food advertising from a sample week of televi sion during hours when children were likely to be watching were also examin ed. Comparison was made with a similar 1989 South Australian study and an i nternational study covering 13 countries. Results: Both the exposure estimated for a year and the opportunities for e xposure during the sample week were highest for sweet snacks, drinks, fast food/takeaways and breakfast cereals. There were very low levels for fruit, vegetables, and meat/fish/eggs. Water was not advertised in any sample mon th. Comparisons with the 13-country study showed New Zealand had the third- highest rate of food advertising, the highest rate of confectionery and dri nks advertising, and the second-highest rate of restaurant advertising whic h included fast food restaurants. Conclusion: Current patterns of food advertising pose a conflict of interes t between public health and commercial interests. Regulation of food advert ising may be needed to address this in order to improve future health.