동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제24권3호
  • /
  • Pages.291-300
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  • 2014
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
권호 표지

고열량.저영양 식품의 TV 광고 제한에 따른 식품회사의 제품 및 촉진 활동 변화

Changes in Food Companies' Product and Promotion Activities after Restriction of TV Advertising of Energy-Dense and Nutrient-Poor Foods in Korea

  • 김형준 (서울대학교 식품영양학과) ;
  • 윤지현 (서울대학교 식품영양학과) ;
  • 이영미 (명지대학교 식품영양학과)
  • Kim, Hyungjun (Dept. of Food and Nutrition, Seoul National University) ;
  • Yoon, Jihyun (Dept. of Food and Nutrition, Seoul National University) ;
  • Lee, Youngmi (Dept. of Food and Nutrition, Myongji University)
  • 투고 : 2014.03.20
  • 심사 : 2014.06.14
  • 발행 : 2014.06.30
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초록

This study determined the effects of television (TV) advertising restriction of Energy-Dense and Nutrient-Poor Foods on product and promotion activities by food companies producing or selling children's favorite foods. A survey using a selfadministered questionnaire was conducted via on-line or fax by marketers or R&D managers from 108 food companies. The data from 55 respondents (50.9%) were analyzed. Restriction exerted positive effects on food products with respect to compliance with labeling requirements (4.0 out of 5 points) and reinforcement of nutritional contents examination of new products (3.7 out of 5 points). Reformulations of products such as reduction of nutrients like sodium, sugar and fat were also reported. In addition, food companies underwent diverse changes in promotional activities, including modification of package designs and displays in stores, offering free gifts, discounts, etc. In conclusion, restriction of TV food advertising may contribute to improvement of children's food environment by encouraging food companies to make favorable product changes. On the other hand, the results also revealed that food companies adopt diverse marketing channels that are not yet under regulation. Hence, to make policies more effective, regulation needs to be extended from TV to other marketing channels to which children are easily exposed.

키워드

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