Document Detail

Content analysis of children's television advertising in relation to dental health.
MedLine Citation:
PMID:  16341178     Owner:  NLM     Status:  MEDLINE    
This paper provides some disturbing facts and figures about the amount of television being watched by children. In addition, it reports on the volume and type of television advertising aimed at young people, both in the United Kingdom and other developed countries. In view of recent public and professional concern as to the possible adverse effects of food advertising on children's health, this study set out to examine what proportion of television advertisements, directed at children, promoted products potentially harmful to dental health. Forty-one hours of children's television programming broadcast on ITV1, the main UK commercial channel, were recorded on to videotape for subsequent analysis. Almost 1,000 adverts were analysed; each was timed and broadly categorised as relating to a food/drink product or non food/drink product. Advertisements for food and drink were further subdivided according to their sugar and/or acid content. We found that, on average, 24 adverts were shown per broadcast hour, which accounted for 15.8% of the total schedule time. 34.8% of adverts related to food/drink products, and 95.3% of these promoted products that were deemed potentially cariogenic or erosive. The most frequently promoted food/drink products included breakfast cereals with added sugar (26.3%), confectionery (23.7%) and non-carbonated soft drinks (18.1%). It is very concerning that, despite recent specific codes of practice outlined by the Independent Television Commission for Children's Advertising, many food and drink products promoted during children's programming are potentially damaging to dental health.
H D Rodd; V Patel
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Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  British dental journal     Volume:  199     ISSN:  0007-0610     ISO Abbreviation:  Br Dent J     Publication Date:  2005 Dec 
Date Detail:
Created Date:  2005-12-12     Completed Date:  2006-01-10     Revised Date:  2007-11-15    
Medline Journal Info:
Nlm Unique ID:  7513219     Medline TA:  Br Dent J     Country:  England    
Other Details:
Languages:  eng     Pagination:  710-2; discussion 713     Citation Subset:  D; IM    
Paediatric Dentistry, School of Clinical Dentistry, Sheffield, UK.
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MeSH Terms
Acids / adverse effects
Advertising as Topic*
Child, Preschool
Dental Caries / etiology*
Dietary Fats / adverse effects
Dietary Sucrose / adverse effects
Food* / adverse effects
Great Britain
Oral Health
Tooth Erosion / etiology*
Reg. No./Substance:
0/Acids; 0/Dietary Fats; 0/Dietary Sucrose

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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