Unhealthy food advertising to South African children through television: a content analysis.
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Date
2022
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Abstract
The extensive advertising of unhealthy foods and beverages has been identified by the World Health
Organization as a factor that contributes significantly to childhood obesity. In 2020, one in eight African
children were either overweight or obese. The South African government has yet to establish a law that
tackles the issue of food advertising to children. This study aimed to determine the extent to which
children in South Africa are exposed to unhealthy food advertisements on television, as well as the
advertising appeals and promotional strategies used by advertisers of such foods in an effort to appeal
to children.
Previous South African content analyses have only sampled free-to-air channels whereas this study
incorporated one free-to-air channel (SABC 1) and one subscription-based channel (M-Net), thereby
including children from different socio-economic backgrounds.
This study used a descriptive research design and a mixed methods research approach that was largely
qualitative in nature. A total of 41 hours (spread over 14 consecutive days) of television was recorded
on M-Net and SABC 1, during popular viewing hours for children. Data was extracted from the
recorded television advertisements and analysed using deductive content analysis, to address the
research questions about the extent and nature of such advertising.
The findings show that 67% of food-related advertisements involved unhealthy foods. Furthermore, fast
foods were the most frequently advertised unhealthy food category. Therefore, this study serves as a
rationale for the implementation of stronger regulations for food advertising to children in South Africa.
This study also revealed that South African children are exposed to more unhealthy foods on free-toair
television than on subscription-based television. This indicates that middle-to-low-income
households view advertisements for unhealthy foods more regularly than middle-to-high-income
households. The findings further indicate that, within unhealthy food advertisements, emotional appeals
and jingles or slogans were the most-utilised advertising appeals and promotional strategies.
Description
Master’s Degree. University of KwaZulu-Natal, Durban.