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Journal of Public Health Advance Access published online on June 16, 2009
Journal of Public Health, doi:10.1093/pubmed/fdp058
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© The Author 2009, Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved

Food-related advertising geared toward Mexican children


Karla Ramírez-Ley, Nutrition Graduate Student
Cynthia De Lira-García, Nutrition Graduate Student
María de las Cruces Souto-Gallardo, Nutrition Graduate Student
María Fernanda Tejeda-López, Nutrition Graduate Student
Lidia Magdalena Castañeda-González, Nutrition Graduate Student
Montserrat Bacardí-Gascón, Professor, Nutrition Graduate Program
Arturo Jiménez-Cruz, Professor, Nutrition Graduate Program

Facultad de Medicina y Psicología, Graduate Nutrition Program, Universidad Autónoma de Baja California, Tijuana, Baja California, Mexico


Address correspondence to Arturo Jiménez-Cruz, Unidad Universitaria Calzada Tecnológico, 14418 Mesa de Otay, 22390 Tijuana, Baja California, Mexico. E-mail: ajimenez{at}uabc.mx


  Abstract

Background Overweight and obesity have dramatically increased in recent years. In 2006, the prevalence of overweight and obesity among 6- to 12-year-old children was 26% in Mexico. Food advertising has shown to be a contributor to childhood obesity. The purpose of this study was to evaluate the frequency and types of food advertisements geared toward children living in Baja California.

Methods Two local channels and three national channels, during a period of 7 h on weekday afternoons and 6 h on weekend mornings, were recorded for 7 days. A total of 235 h were recorded and analyzed.

Results A total of 8299 advertisements were registered; 22% were food-related and 50% were geared toward children. The average of food-related advertisements (FRAs) per half an hour was 4, and half of them were geared toward children. During the time that children may be watching television, 50% of all FRAs were potato and corn chips, desserts and cakes, juices, sweetened cereals, candies, cookies, sweetened beverages and fast foods, which comprises a higher percentage of adult-oriented FRA (32 versus 22%).

Conclusion Children are systematically more exposed than adults to advertisements for high-energy-dense foods.

Keywords: children, food advertising, media, Mexico, nutrition, obesity


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