In June 2007, The Federal Trade Commission Bureau of Economics released a report entitled “Children’s Exposure to TV Advertising in 1977 and 2004: Information for the Obesity Debate.”  

 

This study’s main findings are as follows:

Children's exposure to paid advertising has fallen: While children’s overall ad exposure has increased from 21,900 ads in 1977 to 25,600 ads in 2004 (17%), children’s exposure to paid ads, which exclude network promotions and public announcements, has decreased from 19,700 paid ads in 1977 to 18,300 paid ads in 2004 (7%).  

 

Children's exposure to food advertising has fallen: Children saw 9% fewer food ads in 2004 than in 1977. In 2004, food ads accounted for 22% of all ads viewed. While the foods advertised on children's programming in 2004 do not constitute a balanced diet, this was the case as well in 1977, before the rise in obesity.

 

Sedentary entertainment has grown and dominates other ads seen by children: Sedentary Entertainment ads constitute 78% of all ads seen by children. The top three non-food product categories in this category include Promotions for TV programs (28%), Screen/Audio Entertainment (7.8%), and Games, Toys, and Hobbies (7.5%). Children’s exposure to Sports and Exercise ads (e.g. bicycles) were negligible both in 1977 and in 2004.

 

The study points out that should food advertising be restricted, it would most likely be replaced by advertisements for sedentary entertainment products – which are already a leading category. It concludes that “whether this shift in advertising seen by children would affect the obesity rates of U.S. children is an open question which has received little attention”.

 

The full report can be downloaded here.

 

Through the Responsible Advertising and Children Programme, WFA updates its members on developments that impact upon global marketers’ freedom to advertise responsibly. For more information on the work being done, please visit the RAC website or contact w.gilroy@wfanet.org