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

Mekam Maheshwar, Vijayapushpam T., Sylvia Fernandez Rao


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.

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


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Copyright (c) 2014 Mekam Maheshwar, Vijayapushpam T., Sylvia Fernandez Rao

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Journal of Social Science Studies ISSN 2329-9150

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