How Healthy is the Food Promoted to Children on the Indian Television? Implications for Regulators and Child-Health Advocates

This paper is an analysis of the content of children-targeted food advertisements on the Indian television (TV), with an objective of studying the promotion of health or a lack thereof. We used content analysis technique to analyse 64 h of children's TV advertisements for food (1166 advertisements). The content categories and their codes were created from the literature. Frequencies of the content categories were recorded and statistically analysed using cross-tabulation and chi-square analysis. The study found heavy promotion of junk food with high sugar content to the children, ignoring the recommended dietary guidelines. Most advertisement used the taste and health appeal, had straight-sell execution style and contained no disclaimers. Celebrity endorsement, animation and price discounts were selectively used in the promotion. Foods with faster-growth-related health claims were promoted by food multinational companies and pharmaceutical companies. Ayurveda-based food products were also promoted. This research is of immediate concern to the public health authority and advertising regulators as the findings point at lack of control on both the nature of the products promoted and the manner in which they are promoted. The sample was limited to a network of three national channels with high viewership and the regional channels were not considered. The study provides fresh child-specific advertising insights of a relatively unexplored but significant market to the food marketers.