The analysis raised questions as to whether fast food chains need to be in a position to promote to youngsters. Photograph: Alex Segre / Alamy/Alamy
Television adverts for McDonald’s healthier Content Meal deals fail to inspire kids to pick food that is greater for them and rather encourage a basic preference for quickly foods, academic study suggests.
The menu choices of youngsters aged seven to ten who watched a series of adverts for meals in which carrots and apple could exchange french fries had been not significantly calorifically lower than they otherwise may possibly have been. The youngsters exposed to adverts for the Satisfied Meals were, however, far more probably to express a liking for McDonald’s and rapidly food in general. The regulator Ofcom judges whether or not foods companies can advertise to kids on the basis of the nutritional worth of the items without having taking into account the boost adverts bring to rapidly meals brand names as a entire.
Dr Emma Boyland, of Liverpool University, who carried out the examine, explained the investigation into the selections of 59 young children, 6 of whom have been overweight and 5 obese, raised queries over no matter whether the big fast food brands ought to be allowed to market to kids. Shadow public well being minister Luciana Berger has previously proposed an overhaul of the rules.
Final week researchers at the Institute for Wellness Metrics and Evaluation at the University of Washington claimed that British ladies were the fattest in Europe – with 29.two% of those aged under 20 getting overweight and obese. It was also claimed that far more people in the Uk were obese or overweight than at any other time in the final 3 decades
In Boyland’s research, half of the youngsters watched 10 programmes with adverts for McDonald’s Satisfied Meals, whilst the other half watched the same quantity of programmes with toy adverts. Of those young children who had watched the McDonald’s adverts, 84% subsequently mentioned that they had a liking for quickly food. This in contrast to 76% of individuals who watched the toy adverts. The calorific material of the selections manufactured by these who had witnessed the Happy Meal adverts, in which healthy alternatives are celebrated, were not drastically distinct from the other group.
Boyland mentioned: “I think my study suggests that the marketing is not driving healthier alternatives. The youngsters did not see healthful options and feel ‘I will have organic milk and carrot sticks’. The huge vast majority chose fries and a soft drink. But we did inquire them how significantly they liked rapidly food in basic and following seeing the McDonald’s adverts their liking for quick foods went up. My interpretation is it drives improved liking of fast foods, not more healthy foods decision.”
Boyland additional: “It’s a massive debate then about whether we ought to let fast meals giants to market healthy alternatives. If it is promoting healthier stuff, that need to in concept be a very good thing, but if the brand is so effectively known for quick foods and, on the complete, folks are purchasing unhealthy alternatives from there, is that anything we must be cracking down on?”
Principles drawn up by Ofcom prohibit advertisements for foods and drink goods high in fat, sugar and salt to be shown in and about programmes exclusively produced for kids. The rules were very first launched in 2007 and extended in 2008. However, a additional analysis by Boyland suggests that the regulatory regime, described by the government as the most stringent in the planet, is not safeguarding kids.
During one,931.five hours of Tv watched by children, from Peppa Pig to The X Factor, Boyland recorded 56,162 adverts – a rate of 29.1 an hour. There had been six,664 food and beverage adverts in the examine period, broadcast at an typical charge of three.5 an hour. Quick-meals objects were the most heavily advertised meals (15.two%). Boyland said: “The aim of the regulations is to decrease the exposure to individuals type of adverts and influence on diet regime. Our data suggests that this has not genuinely took place.”
Boyland mentioned that another problem was that children’s programming, during which fast foods adverts are not allowed, was defined by the proportion of ladies and boys who observe rather than by the amount. She mentioned: “So there will not be advertising in the course of SpongeBob Square Pants,which will attract a one hundred% youngster audience of say a hundred,000 children. Nonetheless, such promoting is allowed during The X Factor with, for example, a ten% child audience, equating to a million children. A bus can be driven via the loopholes.”
McDonald’s was not available for comment.
Kids who see Happy Meal advertising "put burger and fries before wholesome choice"
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