Children Are Not ‘Unduly’ Influenced By Food Advertising, Says Survey

Children are not vulnerable and susceptible to branded and TV-advertised foods and possess a “sophisticated mental framework” to evaluate all types of food.

These are the findings of new research commissioned by the Advertising Association (AA) and undertaken by Dr Brian Young of Exeter University. The research claims that TV ads for food do not ‘unduly influence’ children “in their attitudes, knowledge and beliefs about types of food”. The biggest influences, according to the survey, are mums and teachers.

Young said: “What our study clearly shows is that children should not be thought of as a completely vulnerable section of society in need of overt protection from the effects of TV ads”.

The National Food Alliance, however, would not agree and is campaigning for tighter restrictions on food advertising to children.

The research was conducted over a year amongst nearly 800 seven to thirteen year olds. A full copy of the report can be obtained from the AA’s Food Advertising Unit, price £25.

Advertising Association: 0171 828 2771