Effect of TV food advertising restriction on food environment for children in South Korea

SUMMARY This study attempted to determine the effects of restrictions on television (TV) food advertising on children’s food environments in South Korea. It examined changes that occurred in the marketing mix of food companies following enactment of those restrictions. An on-line survey was conducted with marketers or R&D managers of 108 food companies. A questionnaire was used to inquire about changes that occurred in Product, Place, Price and Promotion as a result of the restrictions placed on TV food advertising. Analysis was performed on the data collected from the responding 63 food companies (58.3%). The results of their answers showed that among the four marketing mix components the restrictions exerted relatively stronger effects on Product. Effects were stronger on companies that produced foods within the product categories of EnergyDense and Nutrient-Poor foods (EDNP companies) in