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An Evaluation of the Effect of Child-Directed Television Food Advertising Regulation in the United Kingdom

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  • Andres Silva
  • Lindsey M. Higgins
  • Mohamud Hussein

Abstract

type="main" xml:lang="fr"> Devant l'augmentation de l'obésité infantile, le gouvernement du Royaume-Uni a introduit récemment une régulation plus stricte pour diminuer l'exposition des enfants aux publicités d'aliments gras, sucrés et salés (en anglais, produits ≪ HFSS ≫). L'objectif de notre article est de quantifier l'impact de cette réglementation sur les achats lors de trois phases représentantes de l'évolution de la réglementation; une phase sans réglementation, une période de régulation volontaire des industries agroalimentaires puis la phase actuelle de corégulation encadrée par un code des pratiques industrielles. Les résultats laissent voir que la corégulation est le seul mécanisme qui permette de faire diminuer sensiblement le budget dédié aux encarts publicitaires. La réduction du budget publicitaire de £15,2 millions comprend £11,4 millions de publicités télévisées des produits HFSS. La diminution des budgets publicitaires s'est répercutée dans les dépenses des ménages pour les produits HFSS. Quoi qu'il en soit, l'autorégulation et la corégulation permettent une diminution des achats de produits HFSS. En effet, les ménages sans enfant ont diminué leurs dépenses de boissons HFSS de £5,2 par personne (par trimestre) tandis que les ménages avec enfants ont diminué leurs achats d'aliment HFSS de £14.9 et boissons HFSS de £5,6 par personne (par trimestre).

Suggested Citation

  • Andres Silva & Lindsey M. Higgins & Mohamud Hussein, 2015. "An Evaluation of the Effect of Child-Directed Television Food Advertising Regulation in the United Kingdom," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 583-600, December.
    • Handle: RePEc:bla:canjag:v:63:y:2015:i:4:p:583-600
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    3. Ellen Goddard & Wuyang Hu, 2015. "Introduction to the Special Issue on Food Marketing, Information, and Labeling," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 431-433, December.

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