Informing Policy: Does Television Food and Beverage Advertising Not Specifically Targeting Children Influence Their Behaviour?

Abstract

This research examined the frequency of child-targeted versus non-child-targeted food and beverage advertising on children's television, comparing two distinct food marketing policy environments in Canada (Quebec and Ontario). It also investigated children's perceptions of both types of advertising and identified the features that elicit positive attitudes and influence behavioural responses. Finally, the study explored whether parental exposure to unhealthy food marketing is associated with children's consumption and requests for such products, and whether these behavioural outcomes differ across countries. A mixed-methods design addressed the research questions. Study 1 involved a cross-sectional analysis of advertisements (ads) on popular children's television channels in Ontario and Quebec, with descriptive statistics tabulated for the frequency of ads and marketing techniques classified as child-targeted and non-child-targeted. Study 2 comprised open-ended online interviews with 17 children recruited through convenience sampling, during which participants viewed four ads: one child-targeted and one non-child-targeted ad for both healthy (plain milk) and unhealthy (chocolate) foods. A thematic analysis was conducted. Study 3 consisted of a secondary analysis of the 2018 International Food Policy Study, including 5,764 parents of children under 18 from Australia, Canada, Mexico, the United Kingdom, or the United States. Binary logistic regressions assessed associations between parental exposure to unhealthy food marketing and children's purchase request and actual purchasing outcomes. Results indicated that food and beverage advertising represented a higher proportion of total advertising in Quebec, with Ontario showing a higher frequency of child-targeted ads and Quebec a higher frequency of non-child-targeted ads, including alcohol ads. In Study 2, pre-existing familiarity with products was more relevant than marketing techniques. No notable differences were observed between child-targeted and non-child-targeted ads. Study 3 found that greater parental exposure to unhealthy food marketing was associated with higher purchase request and purchase outcomes. These findings highlight critical gaps in current regulatory frameworks. Food marketing is a complex and persistent public health challenge that requires coordinated, multi-level policy responses. Effective policies must go beyond narrow definitions and adopt broader, exposure-based strategies. This thesis contributes evidence to support stronger, more comprehensive regulations that reflect the diverse ways in which marketing reaches and influences children and families.