Children′s Food Preferences: Television Advertising vs Nutritional Advice

Reports a survey of 507 parents of 7 to 11‐year‐old children in the Central Television district of the UK to ascertain what food products children requested and the effects of television advertising on children′s food preferences. The questionnaire found that 45 per cent of products requested had an extrinsic sugar content and 39 per cent of requests were for advertised foods. In addition a wide range of products were requested reflecting sophisticated tastes and, sometimes, healthy eating concern. Discusses the contradictory nature of messages about food that children receive and suggests that healthy eating campaigns should use specific food items as examples and advertisements should convey non‐misleading nutritional information.