Children's recall of fast food television advertising-testing the adequacy of food marketing regulation.

ABSTRACT:

Background and aim

In the United States, the fast food companies McDonald's and Burger King participate in marketing self-regulation programs that aim to limit emphasis on premiums and promote emphasis of healthy food choices. We determine what children recall from fast food television advertisements aired by these companies.

Methods

One hundred children aged 3-7 years were shown McDonald's and Burger King children's (MDC & BKC) and adult (MDA & BKA) meal ads, randomly drawn from ads that aired on national US television from 2010-11. Immediately after seeing the ad, children were asked to recall what they had seen and transcripts evaluated for descriptors of food, healthy food (apples or milk), and premiums/tie-ins.

Results

Premiums/tie-ins were common in children's b

SUBMITTER: Bernhardt AM 

PROVIDER: S-EPMC4349637 | biostudies-literature | 2015

REPOSITORIES: biostudies-literature