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Does a ‘protective’ message reduce the impact of an advergame promoting unhealthy foods to children? an experimental study in Spain and The Netherlands

机译:“保护性”信息是否会减少广告游戏向儿童推广不健康食品的影响?西班牙和荷兰的实验研究

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摘要

The weight of evidence points to the advertising of food affecting food consumption, especially among children. Such advertising often promotes unhealthy foods. Current policy deliberations focus on developing effective ‘protective’ messages to increase advertising literacy and consequent scepticism about advertising targeting children. This study examined whether incorporating a ‘protective’ message in an advergame promoting energy-dense snacks would reduce children's snack intake. A randomized between-subject design was conducted in the Netherlands (N = 215) and Spain (N = 382) with an advergame promoting either energy-dense snacks or nonfood products. The results showed that playing an advergame promoting energy-dense snacks increased caloric intake in both countries, irrespective of whether the ‘protective’ message was present or not. These results point to the limitations of ‘protective’ messages and advertising literacy and provide policy makers with a rationale for extending the current prohibition of food advertising to young children in the terrestrial media to online environments.
机译:有充分的证据表明,食品广告会影响食品消费,尤其是在儿童中间。这样的广告经常宣传不健康的食物。当前的政策审议重点是开发有效的“保护性”信息,以提高广告素养,并因此对针对儿童的广告持怀疑态度。这项研究调查了在广告游戏中加入“保护性”信息以促进能量密集型小吃是否会减少儿童的小吃摄入量。在荷兰(N = 215)和西班牙(N = 382)进行了受试者之间的随机设计,并进行了广告比赛,宣传高能量小吃或非食品。结果表明,无论是否存在“保护性”信息,在两个国家进行广告促销来促进高能量小吃的摄入都会增加热量的摄入。这些结果指出了“保护性”信息和广告素养的局限性,并为决策者提供了将目前禁止将针对地面媒体中的幼儿的食品广告扩大到在线环境的理由。

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