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Food and beverage television advertising exposure and youth consumption, body mass index and adiposity outcomes

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  • Lisa M. Powell
  • Roy Wada
  • Tamkeen Khan
  • Sherry L. Emery

Abstract

This study examines the relationships between exposure to food and beverage product television advertisements and consumption and obesity outcomes among youth. Individual‐level data on fast food and soft drink consumption and body mass index (BMI) for young adolescents from the Early Childhood Longitudinal Study, kindergarten cohort, (1998–1999) and adiposity measures for children from the US National Health and Nutrition Examination Survey (2003–2004) were combined with designated market area (DMA) Nielsen media advertising ratings data. To account for unobserved individual‐level and DMA‐level heterogeneity, various fixed‐ and random‐effects models were estimated. The results showed that exposure to soft drink and sugar‐sweetened beverage (SSB) advertisements is economically and statistically significantly associated with higher frequency of soft drink consumption among youth even after controlling for unobserved heterogeneity, with elasticity estimates ranging from 0.4 to 0.5. The association between fast food advertising exposure and fast food consumption disappeared once we controlled for unobservables. Exposure to cereal advertising was significantly associated with young adolescents' BMI percentile ranking, but exposures to fast food and soft drink advertisements were not. The results on adiposity outcomes revealed that children's exposure to cereal advertising was associated with both percent body fatness and percent trunk fatness; fast food advertising was significantly associated with percent trunk fatness and marginally significantly associated with percent body fatness; and exposure to SSB advertising was marginally significantly associated with percent body and trunk fatness. The study results suggest that continued monitoring of advertising is important and policy debates regarding the regulation of youth‐directed marketing are warranted. Exposition des jeunes à la publicité télévisuelle pour la nourriture et les breuvages, et leur consommation, leur indice de masse corporelle, et les résultats en termes d'adiposité. Ce texte examine les liens entre l'exposition des jeunes à des publicités télévisuelles pour la nourriture ou les breuvages et la consommation et l'obésité des jeunes. Des données au niveau individuel sur la consommation de produits de la restauration rapide et de boissons gazeuses et sur l'indice de masse corporelle (IMC) pour de jeunes adolescents obtenues du Early Childhood Longitudinal Study, kindergarten cohort (1998–1999), et sur les indices d'adiposité des enfants (US National Health and Nutrition Examination Survey 2003–2004) ont été combinées avec les données de Nielsen sur l'évaluation des auditoires des publicités dans les médias pour des aires désignées de marché (ADM). Pour mieux prendre en compte les individus non‐observés et l'hétérogénéité des ADMs, on a calibré une variété de modèles d'effets fixes et aléatoires. Les résultats montrent que l'exposition à des publicités pour boissons gazeuses et breuvages sucrés est associée à des effets économiquement et statistiquement avec une haute fréquence de consommation de boissons gazeuses chez les jeunes (même après une normalisation pour tenir compte des hétérogéneités non‐observées) avec des élasticités se situant entre 0.4 et 0.5. L'association entre l'exposition à la publicité pour la restauration rapide et la consommation de ses produits s'est évaporée après le nettoyage pour tenir compte des non‐observables. L'exposition à la publicité pour les céréales est associée de manière significative à l'indice de masse corporelle des jeunes adolescents en percentiles, mais ce n'est pas le cas pour la publicité pour la restauration rapide et les boissons gazeuses. Pour ce qui est de l'adiposité, l'exposition des enfants aux publicités de céréales est associée à l'adiposité du corps et du tronc; l'exposition à la publicité pour la restauration rapide est associée significativement au pourcentage de graisse du tronc et marginalement à celle du corps; et l'exposition à la publicité des boissons sur‐sucrées est associée de manière marginalement significative à la graisse du corps et du tronc. Les résultats de l'étude suggèrent qu'une surveillance des publicités est importante et qu'un débat sur les politiques publiques à propos d'une réglementation des publicités dirigées vers les jeunes est justifié.

Suggested Citation

  • Lisa M. Powell & Roy Wada & Tamkeen Khan & Sherry L. Emery, 2017. "Food and beverage television advertising exposure and youth consumption, body mass index and adiposity outcomes," Canadian Journal of Economics/Revue canadienne d'économique, John Wiley & Sons, vol. 50(2), pages 345-364, May.
    • Handle: RePEc:wly:canjec:v:50:y:2017:i:2:p:345-364
    DOI: 10.1111/caje.12261
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    1. Nieto, Adrián & Suhrcke, Marc, 2021. "The effect of TV viewing on children’s obesity risk and mental well-being: Evidence from the UK digital switchover," Journal of Health Economics, Elsevier, vol. 80(C).
    2. Adrian Nieto & Marc Suhrcke, 2020. "Television, Children's Obesity Risk and Mental Well-being: Lessons from the UK Digital Switchover," LISER Working Paper Series 2020-12, Luxembourg Institute of Socio-Economic Research (LISER).

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