北京市儿童青少年电视广告中含糖饮料暴露现状

崔佳; 雷南; 唐玉香; 叶丽红; 梁开鹏; 相林; 张娟

doi:10.16835/j.cnki.1000-9817.2024134

北京市儿童青少年电视广告中含糖饮料暴露现状

doi: 10.16835/j.cnki.1000-9817.2024134

崔佳¹,
雷南²,
唐玉香¹,
叶丽红^{1, 3},
梁开鹏¹,
相林^{1, 4},
张娟^1, ,

1.
中国医学科学院北京协和医学院群医学及公共卫生学院，北京 100730
2.
中国协和医科大学出版社
3.
浙江大学医学院附属邵逸夫医院
4.
北京医院(人事处)国家老年医学中心/中国医学科学院老年医学研究院

基金项目:

加拿大国际发展研究中心项目 2020P096GW012

北京协和医院慢性病群医学基地建设项目 WH10022022010

详细信息

作者简介:
崔佳(1998-)，女，河北石家庄人，在读硕士，主要研究方向为营养与慢性病

通讯作者:
张娟，E-mail: zhangjuan@sph.pumc.edu.cn

利益冲突声明 所有作者声明无利益冲突。
中图分类号: R179 R155.1 F713.8
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- 被引次数: 0
出版历程
- 收稿日期: 2024-02-02
- 修回日期: 2024-04-01
- 网络出版日期: 2024-05-30
- 刊出日期: 2024-05-25

Status of exposure to television advertising of sugar sweetened beverages among children and adolescents in Beijing

CUI Jia¹,
LEI Nan²,
TANG Yuxiang¹,
YE Lihong^{1, 3},
LIANG Kaipeng¹,
XIANG Lin^{1, 4},
ZHANG Juan^{1
, ,}

1.
School of Population Medicine and Public Health, Chinese Academy of Medical Science and Peking Union Medical College, Beijing (100730), China

摘要

摘要: 目的了解北京市儿童青少年电视广告中含糖饮料的暴露程度及营销策略，为减少儿童对含糖饮料的摄入提供依据。方法单纯随机抽取2020年10月19日至2021年11月16日期间的32 d，以3~18岁儿童青少年最喜欢的4个电视频道为研究频道，监测6:00:00—23:59:59的广告投放情况。研究共计监测2 304 h，纳入在节目前后或期间播放的涉及含糖饮料的广告，分析含糖饮料广告的频率及营销策略使用情况。结果共纳入1 237条含糖饮料广告，其中含乳饮料、茶类饮料、植物蛋白饮料分别占50.93%，28.38%和19.48%。含糖饮料广告每个频道的平均暴露频率为(0.62±1.29)个/h。地方频道[每频道(1.04±1.35)个/h]、儿童频道[每频道(1.11±1.61)个/h]播放含糖饮料广告的频率较央视频道[每频道(0.48±1.24)个/h]、非儿童专属频道[每频道(0.12±0.48)个/h]高(t值分别为-14.05，31.64，P值均 < 0.01)。含糖饮料广告暴露频率存在季节差异，且集中于午餐、晚餐时间播放。含糖饮料广告最常用的营销策略是“儿童形象”(74.54%)、“营养信息”(61.76%)、“产品成分细节”(58.61%)、“营养成分声称”(57.24%)及“营养成分功能声称或其他功能声称”(53.11%)。结论儿童青少年在儿童频道及就餐时段常暴露于含糖饮料广告，亟需制定相关政策监管含糖饮料的营销，以减少儿童对含糖饮料的摄入。
- 广告 /
- 碳水化合物 /
- 饮料 /
- 儿童 /
- 青少年
Abstract: Objective To investigate the exposure to television advertising of sugar sweetened beverages and the use of persuasive marketing techniques among children and adolescents in Beijing, so as to provide evidence for reduing children's intake of sugar sweetened beverages. Methods From October 19, 2020 to November 16, 2021, 32 days were randomly selected. The top four popular channels of children and adolescents aged 3-18 years were defined. Each channel was monitored from 6:00:00 to 23:59:59 for each date. A total of 2 304 h was recorded. Advertisements involving sugar sweetened beverages broadcast before, during or after the program were included. The frequency and the use of persuasive marketing techniques were analyzed. Results A total of 1 237 advertisements for sugar sweetened beverages were included, of which 50.93% were dairy beverages, 28.38% were tea-based beverages, and 19.48% were vegetable protein beverages. The average frequency of sugar sweetened beverages advertisements on every channel was (0.62±1.29)piece/h. The frequency of sugar sweetened beverages advertisements on every local channel [(1.04±1.35)piece/h] and children's channel [(1.11±1.61)piece/h] was separately higher than every national channel [(0.48±1.24)piece/h] and general channel [(0.12±0.48)piece/h] (t=-14.05, 31.64, P < 0.01). There were seasonal differences in television advertising of sugar sweetened beverages, and were more frequent during lunch and dinner times. The most frequently used persuasive marketing techniques were "images of children" (74.54%), "nutritional message" (61.76%), "product composition details" (58.61%), "nutrition claim" (57.24%), and "nutrition function claim or other function claim" (53.11%). Conclusions Children and adolescents are often exposed to television advertisement of sugar sweetened beverages on children's channels and during meal times. There is an urgent need to formulate relevant policies to regulate the marketing of sugar sweetened beverages advertisement and reduce children and adolescent's intake.
- Advertisements /
- Carbohydrates /
- Beverages /
- Child /
- Adolescent
注释:

1) 利益冲突声明 所有作者声明无利益冲突。

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表 1 北京市不同组别各类含糖饮料电视广告播放频率比较(x±s，个/h)

Table 1. Comparison of frequency of television advertisements of sugar-sweetened beverages of different groups in Beijing(x±s, piece/h)

组别	选项	条数	统计值	含乳饮料	茶类饮料	植物蛋白饮料	其他饮料	合计
频道类型	央视	746		0.10±0.48	0.24±0.98	0.13±0.42	0.01±0.11	0.48±1.24
	地方	491		1.04±1.35	—	—	—	1.04±1.35
			t值	-26.04				-14.05
			P值	< 0.01				< 0.01
是否儿童专属	是	1 086		0.67±1.17	0.36±1.17	0.09±0.33	0.00±0.03	1.11±1.61
	否	151		—	0.01±0.13	0.10±0.39	0.01±0.13	0.12±0.48
			t值		15.83	-1.01	-4.86	31.64
			P值		< 0.01	0.67	< 0.01	< 0.01
是否工作日	是	396		0.14±0.45	0.08±0.49	0.12±0.42	0.01±0.08	0.35±0.87
	否	841		0.41±1.00	0.22±0.95	0.09±0.34	0.01±0.10	0.72±1.40
			t值	14.12	7.48	-3.23	0.83	12.22
			P值	< 0.01	< 0.01	< 0.01	0.38	< 0.01
季节	冬	454		0.16±0.54	0.44±1.46	0.25±0.61	0.01±0.12	0.85±1.61
	春	189		0.27±0.73	0.10±0.52	0.03±0.16	—	0.39±0.92
	夏	276		0.48±0.98	0.03±0.20	0.07±0.25	0.00±0.06	0.59±1.15
	秋	318		0.42±1.15	0.16±0.65	0.04±0.21	0.02±0.13	0.65±1.36
			F值	39.92	63.13	123.20		31.99
			P值	< 0.01	< 0.01	< 0.01		< 0.01
注： —为无相关广告，其他饮料包括植物饮料、能量饮料、果蔬汁饮料、碳酸饮料。

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表 2 北京市含糖饮料电视广告营销策略使用情况不同类别饮料比较

Table 2. The use of marketing strategies of different types of sugar-sweetened beverages advertisements on TV

营销策略	含乳饮料 (n=630)	茶类饮料 (n=351)	植物蛋白饮料 (n=241)	其他饮料 (n=15)	合计(n=1 237)	χ²值	P值
营销角色	630(100.00)	336(95.73)	1(0.41)	10(66.67)	977(78.98)	1 124.43	< 0.01
儿童信息	579(91.90)	336(95.73)	1(0.41)	6(40.00)	922(74.54)		< 0.01^*
公司自有的角色	213(33.81)	—	—	—	213(17.22)
业余运动员	—	—	—	10(66.67)	10(0.81)
非体育明星	—	—	1(0.41)	—	1(0.08)		< 0.01
品牌益处	213(33.81)	351(100.00)	241(100.00)	13(86.67)	818(66.13)	599.83	< 0.01
情感诉求	116(18.41)	351(100.00)	1(0.41)	9(60.00)	477(38.56)	585.20	< 0.01
建议食用	88(13.97)	—	240(99.59)	6(40.00)	334(27.00)	586.75	< 0.01
以感官为基础的特征	24(3.81)	—	240(99.59)	—	264(21.34)	716.02	< 0.01
营养声称	542(86.03)	—	240(99.59)	6(40.00)	788(63.70)	889.70	< 0.01
营养成分声称	468(74.29)	—	240(99.59)	—	708(57.24)		< 0.01^*
营养成分或其他功能声称	417(66.19)	—	240(99.59)	—	657(53.11)	94.16	< 0.01
健康相关成分声称	492(78.10)	—	—	—	492(39.77)
一般健康声称	467(74.13)	—	—	—	467(37.75)
减少疾病风险声称	—	—	—	6(40.00)	6(0.49)
宣传教育	533(84.60)	—	240(99.59)	15(100.00)	788(63.70)	877.78	< 0.01
产品成分细节	482(76.51)	—	240(99.59)	3(20.00)	725(58.61)	128.38	< 0.01
营养信息	518(82.22)	—	240(99.59)	6(40.00)	764(61.76)		< 0.01^*
体育运动信息	—	—	—	4(26.67)	4(0.32)
历史事实	—	—	—	2(13.33)	2(0.16)
品牌合作	59(9.37)	—	1(0.41)	6(40.00)	66(5.34)		< 0.01^*
价格信息	—	—	—	—	—
注： ()内数字为检出率/%。—为无相关营销策略；* 采用Fisher's精确检验；其他饮料包括植物饮料、能量饮料、果蔬汁饮料、碳酸饮料。

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