The Frequency and Healthfulness of Food and Beverage Advertising in Movie Theatres: A Pilot Study Conducted in the United States and Canada.

Publisher: MDPI Publishing Country of Publication: Switzerland NLM ID: 101521595 Publication Model: Electronic Cited Medium: Internet ISSN: 2072-6643 (Electronic) Linking ISSN: 20726643 NLM ISO Abbreviation: Nutrients Subsets: MEDLINE

Original Publication: Basel, Switzerland : MDPI Publishing

Beverages* ; Child Health* ; Food* ; Motion Pictures*; Direct-to-Consumer Advertising/*legislation & jurisprudence ; Direct-to-Consumer Advertising/*methods ; Marketing/*legislation & jurisprudence ; Marketing/*methods; Adolescent ; Canada ; Child ; Child, Preschool ; Humans ; Pilot Projects ; United States

The marketing of unhealthy foods and beverages contributes to childhood obesity. In Canada and the United States, these promotions are self-regulated by industry. However, these regulations do not apply to movie theatres, which are frequently visited by children. This pilot study examined the frequency and healthfulness of food advertising in movie theatres in the United States and Canada. A convenience sample of seven movie theatres in both Virginia (US) and Ontario (Canada) were visited once per month for a four-month period. Each month, ads in the movie theatre environment and before the screening of children's movies were assessed. Food ads were categorized as permissible or not permissible for marketing to children using the World Health Organization's European Nutrient Profile Model. There were 1999 food ads in the movie theatre environment in Ontario and 43 food ads identified in the movie theatre environment in Virginia. On average, 8.6 (SD = 3.3) and 2.2 (SD = 0.9) food ads were displayed before children's movies in Ontario and Virginia, respectively. Most or all (97%-100%) food ads identified in Virginia and Ontario were considered not permissible for marketing to children. The results suggest that movie theatre environments should be considered for inclusion in statutory food marketing restrictions in order to protect children's health.
Competing Interests: In 2018, EP received a small honorarium from the Stop Marketing to Kids Coalition, a group of non-profit health organizations, for providing expert advice.

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Keywords: Canada; United States; alcohol; children; food environment; food marketing; movie theatres; obesity; policy; self-regulation

Date Created: 20200502 Date Completed: 20210215 Latest Revision: 20231111

20240829

PMC7282003

10.3390/nu12051253

32354061