What unhealthy food and beverage advertisements appeal to- and promote obesity amongst- adolescent children in urban South Africa?

Abstract

Unhealthy food and beverage marketing is harmful to all children because it generates preferences for foods associated with obesity. Our aim was to expand knowledge about the appeal of food advertising to urban-dwelling South African teenage children. We asked 49 boys and girls aged 14-16-years-old, from three Johannesburg high schools, about food advertisements that appealed to them and their peers in six same-gender focus group discussions. We conducted thematic analysis of the discussions and content analysis of 55 advertisements that participants identified as appealing. Classic features of child-directed marketing, such as cartoons, young child characters and bright colours, no longer appealed. Black, young adult (often same gender) characters doing 'grown-up' things were perceived as appealing to teenagers, as were advertisements, including misrepresentations of bigger, better-looking food, and for foods that teenagers already liked. The participants did not mention depictions of middle-class lifestyles nor gender stereotypes as appealing, although these featured prominently in specific advertisements that they identified as appealing. Because teenagers in South Africa find food advertisements that do not directly target them appealing, targeted advertising restrictions will likely be ineffective. Comprehensive bans on advertising unhealthy food are required to protect teenage children from the harms of unhealthy food marketing.