Content Analysis of Food Related Television Advertisements Aimed at Children and Women: A Pilot Study in Delhi

Abstract

Beyond genetics, there are several environmental factors which are responsible for the surging rates of obesity. Food advertisements being a part of multiple levels of food environment influence eating habits and contributes to obesity and other noncommunicable diseases. This research was a triphasic study conducted to evaluate the content of food advertisements appearing on most popular TV channels watched by children and their mothers, living in Delhi. In the first phase, TV viewing pattern of 30 children (8-12 years) and their mothers was determined, followed by the second phase which involved observation of food advertisements on most watched TV channels. In last phase, content analysis of food advertisements and corresponding food labels was carried out vis-a-vis advertising appeals (emotional and rational) and health/nutrition claims in accordance with Food Safety and Standards (Advertising and Claims) Regulations, 2018 and Advertising Council of India (ASCI) guidelines. Television viewing was identified as a regular habit among children and their mothers with the preferred time slot of 8 p.m. to 11 p.m. The most watched advertised food category among children was chocolate / candies / lollipops (80%) and among mothers were grocery products (96.6%). Compared to mainstream, proportion of food commercials was almost double on kids' channels however; most advertised food category (chocolate / candies / lollipops) was found to be common on both channels. Use of advertising appeals along with health / nutrition claims (56%) was prevalent in food advertisements. No gross violation of claims was found; however, few conditional and health claims were depicted in a manner to mislead the consumers.