The marketing of foods and non-alcoholic beverages to children. Setting the research agenda

摘要

In 2003 the Hastings report first highlighted the role of marketing in influencing children's choice. Hastings concluded, on the evidence up to that date, that children in the UK are exposed to extensive food advertising, and that the diet advertised is considerably less healthy than the diet healthcare experts would recommend. Furthermore, the report stated that advertisements do have an effect on children's preferences, purchasing behaviour and consumption; and that this modification of behaviour occurs not only at the brand level (changing the preference between two equivalent products such as potato chips) but more importantly at category level (the child being more likely to choose potato chips per se). Despite being well received by both the academic and health communities, these findings took a number of years to make a policy impact in the UK.