class in: Health
Subjects: Childhood, polls, opinions and research
New research shows that the presence of cartoon characters in food advertisements leads children to make unhealthy choices
OTTAWA, Ontario, June 13, 2023 /CNW/ — New research from SpongeBob SquarePants CountChocula shows that both cute and sassy cartoon characters are driving children to choose low-nutrient foods.
In the nation’s first study of its kind, researchers from the University of Ottawa wanted to find out whether cartoon characters used in food advertisements affect children’s food preferences and whether there is a difference depending on the type of character chosen.
“We know that children are particularly sensitive to cute animals and superheroes that advertisers use to trick them into begging their parents to buy them certain foods,” said MoniquePotvinKent, associate professor at the University of Ottawa and lead author of the study. This study shows the impact of this marketing technique on children, and that’s not good news.
The researchers presented food advertisements to 1,341, 912-year-old children nationwide and then measured their intent to eat, buy, or beg their parents to buy the foods in question. They analyzed the impact on children of two types of cartoon characters used to advertise food: characters licensed by popular media (e.g. Disney princesses) and food and drink spokesperson characters created by food manufacturers (e.g. the granola goblin lucky charms).
It turns out that the speaker characters have the most impact. The most startling finding, however, is the appeal all characters have to children, which led the researchers to recommend that the government ban the use of all characters in food advertising aimed at children. There is a direct correlation between the presence of characters in child-directed food advertisements among children and the attractiveness of junk food causing long-term health problems. It must be stopped to protect the health of children in this country, says Ms Potvin Kent.
This Heart & Stroke-funded research is particularly relevant right now, as Health Canada announced on April 25 public consultations that will guide the development of regulations through the winter of 2024. These rules prevent children from being exposed to advertising for foods and drinks with little nutritional value. Heart+Stroke welcomes these consultations and urges the government to announce the new regulations as soon as possible.
We are pleased that SantCanada is driving this project forward. It is important to have strict and comprehensive regulations in place as soon as possible. “Our children deserve it,” said DougRoth, CEO of Heart & Stroke.
About Heart&Stroke
The living. Don’t pass by. That’s why Heart+Stroke has been leading the fight against heart disease and stroke for 70 years. We must drive future medical discoveries so people across the country don’t miss precious moments. Together, we work to prevent disease, save lives, and advance recovery through research, health promotion, and public policy. heartandStroke.ca @heartandStroke
SOURCE Heart and Stroke Foundation
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Press release sent on June 13, 2023 at 07:00 and distributed by:
