A parental perspective of food advertising on television aimed at children : a case of the eThekwini

Abstract

Food and beverage advertisements on television (TV) influence food preferences, particularly among children and adolescents. The primary objective of this study was to establish parental perspectives regarding the promotion of food aimed at children on television in the eThekwini region. There were four sub-objectives in this goal. Sub-objective 1 was to determine parents’ opinions of food promotion on television directed towards children. Sub-objective 2 was to examine parents’ perceptions of how food promotion on television influences their children's eating habits and food preferences. Sub-objective 3 was to establish parent’s opinions of regulations regarding the promotion of food to children. Sub-objective 4 was to establish whether opinions might differ according to respondents’ demographic make-up. This was a quantitative cross-sectional study conducted on a subset of the greater eThekwini population. It should be noted, however, that this study was conducted during the Covid-19 pandemic, making it difficult to handpick candidates because many were unwilling to participate for obvious reasons. This became a limitation that will be taken into account in the interpretation of results. A questionnaire was designed using previously validated questions from past studies. Despite differences in demographic makeup and other factors, the results obtained in the eThekwini region mirrored those obtained from previous studies conducted elsewhere in the world. Food advertising directed towards children has received regular attention for many decades, but it remains a contentious issue, with little favourable press coverage. Nevertheless, marketers continue to use TV as one of the most common promotional tools to advertise products aimed at children. It therefore follows that many children are subjected to TV commercials on a daily basis. Findings could thus be useful not only to marketers, but also to food manufacturers, parents, the government, and academics.