Content analysis of television food advertisements aimed at adults and children in South Africa

Population Health,Health Systems and Innovation, Human Sciences Research Council, Cape Town, South AfricaSubmitted 3 August 2012: Final revision received 21 May 2013: Accepted 29 May 2013AbstractObjective: To determine the frequency and content of food-related television (TV)advertisements shown on South African TV.Design: Four national TV channels were recorded between 15.00 and 21.00 hours(6h each day, for seven consecutive days, over a 4-week period) to: (i) determinethe number of food-related TV advertisements; and (ii) evaluate the content andapproach used by advertisers to market their products. The data were viewed bytwo of the researchers and coded according to time slots, food categories, foodproducts, health claims and presentation.Results: Of the 1512 recorded TVadvertisements, 665 (44%) were related to food.Of these, 63% were for food products, 21% for alcohol, 2% for multivitamins, 1%for slimming products and 13% for supermarket and pharmacy promotions.Nearly 50% of food advertisements appeared during family viewing time. Duringthis time the most frequent advertisements were for desserts and sweets, fastfoods, hot beverages, starchy foods and sweetened drinks. The majority ofthe alcohol advertisements (ninety-three advertisements, 67%) fell within thechildren and family viewing periods and were endorsed by celebrities. Healthclaims were made in 11% of the advertisements. The most frequently usedbenefits claimed were ‘enhances well-being’, ‘improves performance’, ‘boostsenergy’, ‘strengthens the immune system’ and ‘is nutritionally balanced’.Conclusions: The majority of food advertisements shown to both children andadults do not foster good health despite the health claims made. The fact thatalcohol advertisements are shown during times when children watch TV needs tobe addressed.KeywordsTelevision viewingFood-related advertsHealth claimsSouth African televisionOver the past two decades numerous studies have shownthat obesity, and particularly childhood obesity, isincreasing globally