Hygienic evaluation of television advertising and adherence to consumer rights

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Abstract

Introduction. In the changing socio-economic conditions, the problem of advertising for children, using a child’s image, the impact of advertising on children’s food consumption and the consequences for their health, has not been sufficiently studied.

The choice of unhealthy foods has public health implications, increasing the risks of developing noncommunicable diseases. The use of children’s images in advertising is of concern to specialists in the field of preserving the health of children, since the peculiarities of development and imperfection of legislation in the field of advertising make adolescents vulnerable to the effects of advertising promotion of food.

The aim of the study was a qualitative and quantitative analysis of food and beverages advertising intended for children and adolescents on Russian television, and an assessment of the impact of television advertising with the participation of children on the consumer.

Materials and methods. A cross-sectional study of food and beverages advertising for children, broadcast on TNT’s Carousel channel (sample of 513 ads), was conducted. To assess the impact of advertising on the potential ability of the consumer to purchase the advertised product, a random sample of undergraduate students was selected.

Results. In 36.7% of the analyzed advertisements appeared products with excessive sugar content, chips, fast food.

Conclusion. On children’s television channels, more than half of the commercials promote food products that are not actually products of the daily diet of kid food, which creates distorted ideas about rational nutrition among children’s audiences. In 24.5% of commercials with the participation of children, there is false information about products containing sugar and rich in trans fats.

Compliance with ethical standards. The study was conducted in compliance with the ethical standards set out in the Helsinki Declaration of the World Medical Association and the directives of the European Community (8/19 EC).

Patient consent. Each participant of the study (or his/her legal representative) gave informed voluntary written consent to participate in the study and publish personal medical information in an impersonal form in the journal "Gigiena i Sanitariya (Hygiene and Sanitation, Russian journal)".

Contribution:
Kuchma V.R. — concept and design of the study, editing, approval of the final version of the article, responsibility for the integrity of all parts of the article;  
Makarova A.Yu. — concept and design of research, collection and processing of material, writing of the text, responsibility for the integrity of all parts of the article;
Naryshkina E.V. — design, editing, text writing, statistical processing;
Yamshchikovа N.L. — design, editing;
Laponova E.D. — design of research, editing, approval of the final version of the article;
Yumaguzhina V.R. — collection and processing of material, text writing, statistical processing.
All authors are responsible for the integrity of all parts of the manuscript and approval of the manuscript final version. 

Conflict of interest. The authors declare no conflict of interest. 

Acknowledgement. The study had no sponsorship. 

Received: October 14, 2022 / Accepted: December 8, 2022 / Published: January 12, 2023 

About the authors

Vladislav R. Kuchma

I.M. Sechenov First Moscow State Medical University (Sechenov University); F.F. Erisman Federal Research Center for Hygiene

Author for correspondence.
Email: kuchmavr@gmail.com
ORCID iD: 0000-0002-1410-5546

MD, PhD, DSci., Professor, head of the Research Institute of hygiene and health care of children and adolescents of the National Medical Research Center of Children’s Health, Moscow, 105064, Russian Federation.

e-mail: kuchmavr@gmail.com

Russian Federation

Anna Yu. Makarova

I.M. Sechenov First Moscow State Medical University (Sechenov University)

Email: noemail@neicon.ru
ORCID iD: 0000-0003-0178-0574
Russian Federation

Elena V. Naryshkina

I.M. Sechenov First Moscow State Medical University (Sechenov University)

Email: noemail@neicon.ru
ORCID iD: 0000-0001-7780-8081
Russian Federation

Natalia L. Yamshchikova

I.M. Sechenov First Moscow State Medical University (Sechenov University)

Email: noemail@neicon.ru
ORCID iD: 0000-0003-4669-4055
Russian Federation

Eugenia D. Laponova

I.M. Sechenov First Moscow State Medical University (Sechenov University)

Email: noemail@neicon.ru
ORCID iD: 0000-0002-8503-2989
Russian Federation

Valeria R. Yumaguzhina

I.M. Sechenov First Moscow State Medical University (Sechenov University)

Email: noemail@neicon.ru
ORCID iD: 0000-0002-7303-328X
Russian Federation

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Copyright (c) 2023 Kuchma V.R., Makarova A.Y., Naryshkina E.V., Yamshchikova N.L., Laponova E.D., Yumaguzhina V.R.


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