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Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012

Author

Listed:
  • Karimen León-Flández

    (Complutense University of Madrid)

  • Miguel Ángel Royo-Bordonada

    (Institute of Health Carlos III)

  • María Ángeles Moya-Geromini

    (Institute of Health Carlos III)

  • María José Bosqued-Estefanía

    (Institute of Health Carlos III)

  • Lázaro López-Jurado

    (Institute of Health Carlos III)

  • Javier Damián

    (Institute of Health Carlos III)

Abstract

Objectives To analyse marketing techniques used in television advertisements of food and drinks (AFDs) directed to children, and their nutritional quality. Methods This is a cross-sectional study of television AFDs directed to children in Spain over 7 days in 2012. Primary appeal, persuasive and nutritional marketing techniques, and links to Internet were registered. The foods were classified according to their nutritional quality using an international codification system and the UK nutrient profile model. Frequency of AFDs using marketing techniques and percentages for unhealthy products were calculated. Results Taste and fun were the main primary appeals used. Persuasive and nutritional marketing techniques and links to Internet were used in 61%, 68.5% and 65.2% of AFDs, respectively. These techniques were more common during weekdays, enhanced protection time slots and on channels with particular appeal to children. More than two-thirds of AFDs using these techniques were for unhealthy products, reaching 96.2% of AFDs with premium offers and gifts. Conclusions There is an extensive use of marketing techniques in television AFDs directed to children in Spain. Most products advertised were unhealthy, so stronger governmental regulations are required.

Suggested Citation

  • Karimen León-Flández & Miguel Ángel Royo-Bordonada & María Ángeles Moya-Geromini & María José Bosqued-Estefanía & Lázaro López-Jurado & Javier Damián, 2018. "Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 63(6), pages 733-742, July.
    • Handle: RePEc:spr:ijphth:v:63:y:2018:i:6:d:10.1007_s00038-018-1085-7
    DOI: 10.1007/s00038-018-1085-7
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    Cited by:

    1. Grzegorz Szymański, 2021. "Marketing Activities of Local Food Producers in E-Commerce," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    2. Marina O. Santana & Julia S. Guimarães & Fernanda Helena M. Leite & Laís A. Mais & Paula M. Horta & Ana Paula Bortoletto Martins & Rafael M. Claro, 2020. "Analysing persuasive marketing of ultra-processed foods on Brazilian television," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 65(7), pages 1067-1077, September.

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