AI Article Synopsis
- The study analyzed unhealthy marketing during the 2017 AFL Grand Final, revealing 559 instances of unhealthy food, sugary drinks, alcohol, and gambling ads, totaling over 47 minutes.
- Most of this marketing (81%) was for unhealthy food and drinks, with less focus on alcohol (9%) and gambling (10%).
- The findings suggest a need for stricter regulations on sports sponsorship by unhealthy brands, given the limited presence of health-promoting ads (only 26 instances).
Article Abstract
Objective: To assess the frequency, duration and nature of unhealthy marketing during the highest-rating sporting event in Australia in 2017.
Methods: A content analysis of the 2017 Australian Football League (AFL) Grand Final television broadcast identified episodes of unhealthy food and sugary drink, alcohol and gambling marketing (and pro-health marketing as a comparison).
Results: There were 559 unhealthy marketing episodes (47 minutes 17 seconds). Most (81%) were for unhealthy food and sugary drink products, while alcohol (9%) and gambling (10%) were less frequent. The total duration of unhealthy marketing was delivered primarily via fixed advertising (55%), dynamic advertising (32%) and branded objects (11%). For unhealthy food and sugary drinks, at least one episode was visible 25% of the time. For each of alcohol and gambling, at least one episode was visible 4% of the time. Unhealthy food and sugary drink marketing peaked in Quarter 2. Pro-health marketing was limited, with 26 episodes (2 minutes 59 seconds).
Conclusions: The 2017 AFL Grand Final broadcast featured a high frequency and extensive duration of unhealthy marketing, especially for unhealthy food and sugary drink brands. Implications for public health: Findings strengthen evidence supporting calls to increase regulation of sport sponsorship by unhealthy brands.
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| http://dx.doi.org/10.1111/1753-6405.12920 | DOI Listing |
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