Healthiness Of Foods And Beverages Advertised On Ghanaian Television Programmes Targeting Children

ABSTRACT Background –The frequency of television adverts on energy-dense nutrient-poor foods and non-alcoholic beverages are directed at children is of great public health concern. There is an established link between food adverts and children’s food consumption and purchases. Childhood obesity and diet-related non-communicable diseases is likely to persist if recommendations on food and non-alcoholic beverages marketing targeted at children by World Health Organisation are not adhered to. Little is known about what pertains in Ghana with regards to food advertisements on television directed at children. Objective: To assess the healthiness of foods and non-alcoholic beverages advertised on Ghanaian television programs targeting children. Methods: A cross-sectional study involving three television channels in Ghana were recorded over a four month period. Composite week sampling technique was used to sample the days for recording, totalling 43 days: weekdays and weekend inclusive. Content analysis of food and beverage product advertised was categorized into major food groups through coding. Broadcast recording commenced each day from 0600hrs to 1800hrs and was coded using a Microsoft excel spreadsheet, then imported into Stata version 15 for data analysis. Mean, percentages, standard deviations and frequencies were used to describe the data. Chi square test was carried out to determine the significance between channels per healthiness of food and time of food advertisements per day of the week. Results: Of the 1,926 adverts recorded, 590 were of foods and beverages. Categories of advertised foods were: sugar sweeten beverages 25.8%, the most advertised, followed by snacks 12.8%, milks and yogurt 12.4%, instant noodles 7.1%, candy/chocolate and ice creams 6.4%, breakfast cereals, and beverages 5.3%, fruits 2%, water and vegetables were xi less than 1.5%. Energy-dense nutrient-poor food adverts dominated across all three TV channels. The most used persuasive technique were those utilizing sensory based characteristics (Taste, texture, appearance and aroma) 44%, followed by adverts which suggested use for children 30%, and 29% of the adverts used animation, children and cartoon characters, health claims 18%, 14% portrayed happiness, fun and pleasure, 13% indicated that product was convenient to use, 6% had price tag, 5% were new brands and 2% had suggested use (e.g. great for lunch box). None of the products advertised had a disclaimer, however they had health claims, nutrient content claims etc. Conclusion: Unhealthy food adverts persist and are accompanied by at least one persuasive technique which has significant influence on children’s purchases and consumption of appreciable amount of foods and beverages high in fats, sugar and salt, then subsequently increasing the rate of obesity and NCDs in Ghana.