Food marketing to children on Greek television

Abstract

This study examines food marketing to children on Greek television. Food advertisements broadcast in public and commercial channels during children’s programmes and programmes watched by family members are examined. The research took into consideration four different time periods of the second semester of 2011. 7 days in summer, 7 days in autumn, 4 weekends in autumn and five evenings in winter were examined. The total time of all advertisements counted was 25:28:06 h where the total time of food advertisements was 4:58:01 h. Food advertisements in summer counted to 12.47 % of the total number of advertisements. In autumn food advertisements counted to 30 % of all advertisements shown. On 4 weekends in autumn, food advertisements were equal to 29.47 % of total advertisements. In winter advertisements related to food were equal to 36 % of advertisements. In total out of 3,238 advertisements 913 were related to food. Most food advertisements were shown on commercial channels. Unhealthy food was advertised at all times as well as healthy lifestyle. Children are aggressively attacked by food marketing at all time periods. Advertisements that target children should be carefully examined even those that promote healthy lifestyle. Strict regulation is required to protect children from aggressive marketing.