Monique Potvin Kent PhD Institute of Population Health University of Ottawa Ottawa, ON, Canada

1. Monique Potvin Kent PhD Institute of Population Health University of Ottawa Ottawa, ON, Canada May 4, 2011 Food and Beverage Marketing Directed at Children in Canada and in Quebec: An Update on the Evidence

2. The Relationship Between Obesity, Food Intake and Food Marketing in Children • Commercial food advertising aimed at children directly affects: • Food preferences • Short term consumption patterns • Food purchase requests • Associated with obesity

3. Childhood Obesity in Canada

4. Children’s Food Intake in Canada • Food intake of Canadian children does not meet nutritional guidelines (4-18 year olds) • Fruit, vegetable and milk consumption • Snacks = 27% of daily food intake • 22% of calories consumed from foods not recommended

5. Policy Context Canada Quebec Consumer Protection Act Bans commercial advertising of products exclusively designed for children or that appeal to children under 13 years Applies when children consist of 15% of audience • Broadcast Code for Advertising to Children and its Code Interpretation Guidelines • Station-specific policies • Children’s Food and Beverage Advertising Initiative

6. Advertisement Directed at Children Under 13 years

7. Advertisement Not Directed at Children under 13 Years

8. Research in Canada/Quebec on Children’s Exposure to Food Marketing on Television Canada • Kelly et al. (2010) • Adams et al. (2009) • Adams et al. (2009b) Quebec • Laperrière (2009) • Lebel (2005) • High level of food advertising • Ontario 3 food ads/hour/channel • Quebec 4 food ads/hour/channel • Alberta 7 food ads/hour/channel • Nutritional quality is poor

9. Main Objective • to examine the influence of two methods of regulating advertising to children: • Children’s Food and Beverage Advertising Initiative • Consumer Protection Act

10. Research Questions

11. Methods

12. Methods • Content Analysis (Studies 1,2,3) • Type and length • Type of food or beverage • Target audience (Study 1) • Use of media characters (Studies 1 and 3) • Nutritional analysis of all food promotions (Studies 2,3) • Macronutrients • According to recommendations • Categorization according to the U.K. Nutrient Profile Model • Classification of each advertisement by CAI/non-CAI (Study 3)

13. Frequency of Food/Beverage Promotions by Province/Language (n) * p < .05

14. Target Audience (%) of Food and Beverage Advertisements

15. Media Characters (%) in Food and Beverage Advertisements

16. Frequency of Advertised Food/Beverages by Food Category (n) * p < .01

17. Most Frequently Advertised Food Categories by Group

18. Average Nutrients per 100 g of Advertised Food/Beverages * p > .001

19. Healthfulness of Food/Beverage Ads by Province/Language Groups (%) * p < .001

20. Results Study 3: Food and Beverage Promotions by CAI and non-CAI (n) (99.5 hrs) * p < .01

21. Repeat Promotions during 87.5 hrs

22. Results: Presence of Media Characters (n) 87.5 hrs children’s stations * p < .001

23. Promoted Foods and Beverages by Food Category (%) (99.5 hrs) CAI Non-CAI * p < .001

24. Average Nutrients Per 100g of Food/Beverages * p < .01

25. Healthfulness of Food/Beverage Promotions Classified by UK Nutrient Profile Model (%) * p < .001

26. Policy Implications: Quebec

27. Policy Implications: Canada

28. Policy Recommendations: Canada • Federal statutory regulation that restricts “unhealthy” food and beverages in all media forms and child settings • Broad definitions of: • Children • Marketing • Unhealthy food • Systematic monitoring and enforcement

29. Policy Recommendations: Quebec • Improved monitoring • Improved enforcement • Child viewing times need to be updated • Need to consider extending the Consumer Protection Act to restrict all “unhealthy food” advertisements regardless of whether “child directed”

30. Acknowledgements The children and parents who participated in these research studies, and

31. Questions

32. Results Study 3:Profile of Corporations during 99.5 hrs