Food and non-alcoholic beverage advertising
A total of 10,082 ads were identified throughout 508 h of TV programming, and 4376 (43.40%) were F&B ads (Table 1). The average number of ads was 19.8 (SD=15.32) per hour per channel and 8.6 (SD=9.84) for F&B ads. On average, two national channels had more F&B ads during the peak time, (n=14.74 ads/h, SD=9.01) than the nonpeak time (10.50 ads/h, SD=5.13) (p<0.05). While there was no significant difference between peak time and nonpeak time in the local channel (peak time: n=3.4 ads/h, SD=2.03; nonpeak time: n=2.77 ads/h, SD=4.25). There is no statistically significant difference between the peak time (n=13.11 ads/h, SD=10.65) and nonpeak time (n=9.06 ads/h, SD=7.16). Notably, as all the F&B ads in the local children’s channel were assessed as unhealthy by all three models, further data analysis were only for F&B ads on the two national channels.
Nutrient profile models of food and non-alcoholic beverages advertised
Out of the 4376 F&B ads, 340 sponsor ads or placement ads were excluded from the data analysis (7.77%). The remaining 4036 F&B ads were classified by three nutrient profile models.
INFORMAS food system
Out of the 4036 F&B ads, 67.24% (n=2714) of F&B ads were considered uncore, with excessive total fats, saturated fat, sugars, and salt/sodium. Only 7.68% (n=310) were core F&B ads, and 25.07% of F&B ads were defined as miscellaneous groups, including baby and toddler formula milk (n=734, 18.19%), tea or coffee (n=201, 4.98%) and recipe additions (n=57, 1.41%) (Table 2).
The F&B categories most frequently advertised are savory snacks (e.g., chips, flavored seaweed, shrimp crackers; n=839, 20.79%), sugar-sweetened drinks (e.g., sweetened tea powders, soft drinks; n=613, 15.19%), full-cream milk and their alternatives (e.g., whole fat milk, soy; n=458, 11.35%), sweetbreads, cakes and biscuits (n=431, 10.68%), and sweet snacks (e.g., sweet jelly; n=219, 5.43%). All the five F&B groups were defined as uncore products.
As shown in Fig. 1 (a) and (b), the hourly frequency of F&B ads considered uncore was higher than those considered core in the national children’s channel (p<0.05). For the national general channel, the hourly frequency of core F&B ads was higher than the uncore F&B ads, while there was no significant difference (p>0.05).
Ads: advertisements; TV: television; F&B ads: food and non-alcoholic beverage advertisements; national children’s channel: China Central Television Channel 14; national general channel: China Central Television Channel 10.
WHO-WPRO Nutrient Profile Model
Out of the 4036 F&B ads, 57.76% (n=2331) of products were considered nonpermitted due to excessive content of total fat, saturated fat, total sugar, artificial sweeteners, salt, and/or energy, 22.65 % (n=914) were permitted by the WHO-WPRO Nutrient Profile Model. Formula milk (n=734, 18.19%) and recipe additions (n=57, 1.41%) were not considered either permitted or nonpermitted.
The most frequently advertised F&B products were nonpermitted savory snacks (e.g., chips, processed seaweed, crisps; n=1058, 26.21%), permitted milk drinks (e.g., whole fat milk, soy, n=458, 11.35%), nonpermitted milk drinks (e.g., sweet milk, flavored almond milk; n=361, 8.94%), cakes, sweet biscuits and pastries (n=285, 7.06%) and nonpermitted other beverages (e.g., tea, coffee, energy drinks; n=252, 6.24%).
As shown in Fig. 2 (a) and (b), the hourly frequency of F&B ads considered not permitted was higher than that for F&B ads considered permitted on the national children’s channel (p<0.05). For the national general channel, the hourly frequency of nonpermitted F&B ads was also higher than permitted F&B ads (p<0.05).
Ads: advertisements; TV: television; F&B ads: food and non-alcoholic beverage advertisements; national children’s channel: China Central Television Channel 14; national general channel: China Central Television Channel 10.
GSCCA
Out of the 4036 F&B ads, 57.76% (n=2331) were classified as “limited consumption or appropriate consumption (unhealthy)”, while 22.65% (n=914) were classified as “regular consumption(healthy)” by GSCCA. Some F&B ads that were not included in the model, such as formula milk (n=734, 18.19%), tea (n=201, 4.98%), bottled water (n=31, 0.77%), oil (n=108, 2.7%) and recipe additions (n=57, 1.41%).
The F&B groups most frequently advertised were “appropriate consumption of vegetable and fruit products” (e.g., processed seaweed; n=608, 15.06%), “appropriate consumption of beverages (e.g., sweet almond milk, flavored yogurt; n=573, 14.20%)”, “limited consumption of wheat and rice products (e.g., shrimp crackers; n=490, 12.14%)”, “limited consumption of candy and ice cream (n=327, 8.10%)”, and “regular consumption of milk and milk products (e.g., whole fat milk; n=313, 7.76%)”. Only “regular consumption of milk and milk products” was considered healthy.
As shown in Fig. 3 (a) and (b), the hourly frequency of F&B ads for products considered unhealthy was higher than that considered healthy in the national children’s channel (p<0.05). It holds true for the national general channel, (p<0.05).
Ads: advertisements; TV: television; F&B ads: food and non-alcoholic beverage advertisements; national children’s channel: China Central Television Channel 14; national general channel: China Central Television Channel 10.
Persuasive techniques for the marketing of food and non-alcoholic beverage advertisements
As displayed in Table 3, all F&B ads used a brand benefit claim and promotional characters when promoting the products (n=4036). As many as 25.15% of F&B ads used health claims, including nutrient claims, nutrition function claims and other claims. Fig 4 shows that F&B ads considered unhealthy were more likely to include promotional characters, brand benefit claims, and health claims in their marketing regardless of the nutrient profile model (p<0.05). Specifically, promotional characters, benefit claims and health claims were present in 65.54%, 68.75%, and 59.68% of F&B ads considered uncore as per INFORMAS, versus 6.18%, 9,85% and 8.85% of F&B ads considered core; They were in 53.34%, 62.63% and 49.35% of nonpermitted ads as per WHO-WPRO versus 23.47%, 23.91% and 22.46% of permitted ads; They were in 52.85%, 61.39% and 46.31% of unhealthy ads as per GSCCA versus 16.96%, 12.96% and 20.08% of healthy F&B. None of the “premium offers” techniques were presented in recorded F&B ads.
Ads: advertisements; TV: television; F&B ads: food and non-alcoholic beverage advertisements.