New research from the University of Otago shows that there is an urgent need to put an end to the marketing of outdoor gambling, alcohol and fast food to protect children from harm.
Research shows that Aotearoa children watch 7 game ads a day, half of which are in store windows alone; 4.5 alcohol ads per day, a third of which are in storefronts. and 27 fast-food ads per day, a third of which are in outdoor public spaces. For every hour children spend outdoors, children spend 70% of their time outdoors, 13% in outdoor recreation areas and 13% in outdoor sports facilities.
The study included 122 12-year-olds in the Wellington area who wore body cameras for four days in a map analysis of the effect of marketing bans on children. Kids'Cam's innovative cameras take a photo every seven seconds, recording how often children are exposed to marketing harmful products in their daily lives.
Lead author Professor Louis Signal, from the University of Otago in Wellington, said children have been exposed to harmful marketing in many contexts, not just in playgrounds or around schools that are considered "child-friendly".
Marketing also focuses on rotten "hotspots" near the city center where shops and restaurants abound. There, children often see signs selling alcohol, gambling and fast food on the streets and storefronts.
Community billboards also played a role.
“It was clear that there were circumstances in which children could avoid these harmful marketing messages, so global action was necessary,” Professor Signal said.
Children are also more likely to see advertisements for harmful products near schools or residential areas of alcohol and gaming establishments.
“This is not particularly surprising, as these outlets usually sell their harmful products through window screens and street signs.
“It is clear that the current self-regulation of the marketing industry across the country through advertising standards authorities is failing to protect our children,” said Professor Signal.
The World Health Organization has called on governments to regulate such marketing to protect children's rights.
“The marketing of e-cigarettes in Aotearoa was banned in 2021 by national law, and the marketing of cigarettes has been banned for years. This study demonstrates the urgent need for such restrictions on the marketing of alcohol, gambling and fast food to children.
Research shows that if the marketing of alcoholic beverages, gambling and fast food were prohibited within 400 meters of a bus stop, contact with children would decrease by 86%, followed by 59% in residential areas and 42% around schools. While it is not surprising that larger enclosures result in higher reduction rates, having a 100-meter barrier around the station also results in a 27% reduction.
According to Professor Signal, apart from tobacco and e-cigarettes, there are other examples of effective marketing bans on harmful products here in Aotearoa and around the world.
“Auckland has banned the sale of alcohol on public transport, the sale of fast food on public transport in the Wellington area, and the sale of fast food on public transport and on the streets of Queensland. Alcohol advertising has been banned in public places. , Ireland and Norway. The cities of Sao Paulo and Grenoble implemented successfully all external marketing bans.”
He says newly elected councilors have a real opportunity to remove the marketing of harmful products from their communities and reduce the role of alcohol and gambling outlets in their communities.
"These children have demonstrated the urgency for local and central authorities to act on this issue."
The study's medical director, Dr. Keith Gregory, said the findings would shock policymakers and force them to act.
“Junk food and alcohol do a lot of harm, including cancer,” said Dr. Gregory. “Gambling steals money from the poor that could be spent on healthy food and other necessities.”
“Marketing promotes unhealthy products as part of daily life, increasing spending and increasing profits at the expense of the health of our children.”
The research, published in Health & Place, is based on previous Kids'Cam research using data collected in 2014-2015.
Citation : Harmful marketing calls for termination as study reveals exposure to children (2022 Oct 6) Retrieved Oct 6, 2022, from https://medicalxpress.com/news/2022-10-reveals-children-exposure.html.
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