Monitoring food and non-alcoholic beverage promotions to children
Date
2013Author
Kelly, B.
King, L.
Sanders, David
Baur, L.
Rayner, M.
Lobstein, T.
Monteiro, Carlos
Macmullan, J.
Mohan, S.
Barquera, S.
Friel, S.
Hawkes, Corinna
Kumanyika, S.
L’Abbé, M.
Lee, A.
Ma, J.
Neal, B.
Sacks, G.
Snowdon, W.
Swinburn, B.
Vandevijvere, S.
Walker, C.
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Show full item recordAbstract
Food and non-alcoholic beverage marketing is recognized as an important
factor influencing food choices related to non-communicable
diseases. The monitoring of populations’ exposure to food and nonalcoholic
beverage promotions, and the content of these promotions, is
necessary to generate evidence to understand the extent of the problem,
and to determine appropriate and effective policy responses. A review
of studies measuring the nature and extent of exposure to food
promotions was conducted to identify approaches to monitoring food
promotions via dominant media platforms. A step-wise approach, comprising
‘minimal’, ‘expanded’ and ‘optimal’ monitoring activities, was
designed. This approach can be used to assess the frequency and level of
exposure of population groups (especially children) to food promotions,
the persuasive power of techniques used in promotional communications
(power of promotions) and the nutritional composition of
promoted food products. Detailed procedures for data sampling, data
collection and data analysis for a range of media types are presented, as
well as quantifiable measurement indicators for assessing exposure to
and power of food and non-alcoholic beverage promotions. The proposed
framework supports the development of a consistent system for
monitoring food and non-alcoholic beverage promotions for comparison
between countries and over time.