Creating good feelings about unhealthy food: children’s televised ‘advertised diet’ on the island of Ireland, in a climate of regulation

Abstract

Childhood eating habits and associations with advertising persist through life. Obesity is high in Ireland, and is increasing worldwide. Links between food promotion and children’s diets are well-established, and the World Health Organisation has called for reduced marketing of foods high in fat, sugar and salt (HFSS) to children. In Ireland and the UK, statutory regulation restricts HFSS television advertising, but only during children’s programming – yet children view much television at other times. This study is the first to identify young children’s exposure to television food advertising on the island of Ireland (IoI), and its nature, with systematic sampling according to Irish audience panel research. Food advertisements were nutrient profiled and content analyses were conducted of marketing techniques. The IoI ‘advertised diet’ viewed by young children primarily features dairy and fast foods, pizza, sweets and chocolate, normalising this consumption and associating it with taste/aroma, fun, magic/i...