A Current Appraisal of Health and Nutrition Related Claims in Indian Children’ Television Food Advertisements

Mekam Maheshwar, Vijayapushpam T., Sylvia Fernandez Rao

Abstract


This article reports a content analysis of health-and nutrition-related claims used in food advertisements in popular children’s television channels of India. The authors analyzed 793 food ads ran for a total duration of 20,260 seconds in a span of 7 days in two television channels. Their research shows that nutrient content claims (i.e., ones that focus on a specific nutrient component such as “low in fat”) are the most predominantly used, followed by general nutrition claims, structure/ functional claims, and healthy claims. The least used category is health claims, in which the advertised food is linked to reduced risk of a disease or health problem. Researchers analysis suggests that healthy foods are not advertised nearly as much as unhealthy foods, which continue to be a major public health concern. This seems to suggest a pressing need for marketing promotions that focus on healthier food options, particularly targeting vulnerable populations such as children.


Full Text:

PDF


DOI: https://doi.org/10.5296/jsss.v1i2.5206

Refbacks

  • There are currently no refbacks.


Journal of Social Science Studies ISSN 2329-9150

Copyright © Macrothink Institute

To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.