Examining the relationship between sugars contents of Canadian foods and beverages and child-appealing marketing.

Abstract

In 2016, legislation to restrict child-appealing marketing (M2K) of "unhealthy" foods and beverages ("foods") (i.e., foods that exceed roughly 5-10% of the Daily Value (DV) for total sugars, sodium, or saturated fats) was proposed in Canada. The objective of this study was to examine the relationship between foods with on-pack M2K and excessive free sugars contents (≥ 10% calories from free sugars) and the potential for a 5% total sugars DV threshold to restrict M2K on these products. Cross-sectional analysis of the University of Toronto's Food Label Information Program (FLIP) 2013 database (n = 15,259, after exclusions). Odds ratios were used to determine the association between excess free sugars contents and presence of M2K, stratified by major food category. The proportion of products with excessive free sugars levels, or with M2K, that would be restricted from M2K if a 5% DV threshold for total sugars was implemented was also determined. 77.8% of foods with M2K had excess free sugars levels compared with 38.4% without M2K. M2K was more likely to be present on foods with excess free sugars levels in 8 of 14 food categories that contained products with M2K. A 5% DV threshold for total sugars would restrict M2K on 83% of foods with excess free sugars levels and on 75% of current foods that had M2K. Findings demonstrate that foods with M2K are less healthy, particularly in regard to free sugars levels. This highlights the importance of ensuring policies aimed at supporting healthy dietary habits among children carefully consider free sugars levels.