Exposure, Power and Impact of Food Marketing on Children: Evidence Supports Strong Restrictions
Exposure, Power and Impact of Food Marketing on Children: Evidence Supports Strong Restrictions
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DOI：
10.1017/err.2017.21
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发表时间：
2017-06-01
影响因子：
2.9
通讯作者：
Tatlow-Golden, Mimi
中科院分区：
文献类型：
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作者：
Boyland, Emma;Tatlow-Golden, Mimi
限制向儿童推销食品是整个欧洲的一个关键政策问题。存在许多监管和自我监管方法，但有证据表明，迄今为止，任何此类行动都没有始终如一地实现食品营销暴露、权力或影响的持续减少。本文对当前文献进行了叙述性回顾，重点关注欧洲儿童是否、如何以及在多大程度上受到传统广播和非广播（数字）媒体营销（特别是不健康食品）的影响。有证据表明，食品营销仍然广泛而有影响力，数字媒体中采用的新技术可以增加其力量和范围。尽管通过个性化、有针对性的数字媒体营销来了解儿童接触的性质和程度存在研究挑战，但新出现的数据表明，在这方面采取强有力的政策行动是适当和必要的，就像对电视一样。本文旨在为本期特刊的其余部分奠定背景。《世卫组织关于向儿童推销食品和非酒精饮料的一套建议》1认为，营销的有效性（即其影响）取决于接触营销的程度（促销的频率和范围）和营销影响行为的力量（营销信息的创造性内容，包括说服技巧的设计、执行和使用）。该框架将在此应用，以展示现有的证据基础，以支持强有力的营销限制，并突出可能阻碍政策进展的证据差距。
Restricting food marketing to children is a key policy issue across Europe. Numerous regulatory and self-regulatory approaches exist, but evidence suggests that sustained reductions in food marketing exposure, power or impact have not been consistently achieved by any such action to date. This article provides a narrative review of the current literature, focusing on whether, how and to what extent children in Europe are affected by marketing (particularly for unhealthy foods) across both traditional broadcast and nonbroadcast (digital) media. The evidence indicates that food marketing remains widespread and influential, and that new techniques employed in digital media can increase its power and reach. Despite the research challenges associated with understanding the nature and extent of children’s exposure via personalised, targeted digital media marketing, emerging data indicate that strong policy action here is appropriate and warranted, as it is for television. This article seeks to set the context for the rest of this special issue. The WHO Set of Recommendations on the Marketing of Foods and Non-alcoholic beverages to Children1 argue that the effectiveness of marketing (ie the impact it has) depends upon both the level of exposure to marketing (the frequency and reach of promotions) and the power of that marketing to influence behaviour (the creative content of the marketing message, including the design, execution and use of persuasive techniques). That framework will be applied here to present the extant evidence base to support strong marketing restrictions, and highlight evidence gaps that may be impeding policy progress.