engleski

Food and beverage digital marketing - a Croatian market research

In order to establish the nature and the level of children’s exposure to the marketing of food rich in fats, sugars, and salt in the Republic of Croatia, a research on marketing environment was carried out. The research comprised six TV channels, out of which two non-commercial and four commercial channels. While watching the contents broadcast by a given TV channel, the total number of promotion messages targeted at children or advertising products that could be used by children, even though the promotion was not specifically targeted at them, was registered. The study was conducted from September to November 2018. During this time, commercials were watched three working days a week and during each weekend. On a working day, these commercials were watched from 6 am to 11 pm (17 hours of each channel’s broadcasting). During weekends, watching time was prolonged until midnight (18 watching hours). Food products and beverages under monitoring were divided into categories. In the examined period, a total of 2193 advertisements was recorded. Commercial TV channels most frequently promoted confectionery (19.9 %), milk and dairy products (14.8 %), soft drinks (12.2 %), meat and meat products (9.0 %), savoury snacks (7.7 %), food supplements (7.4 %), and cakes and biscuits (5.4 %). On national television, the most advertised products were food supplements (39 %), water and mineral water (26.3 %), cakes and biscuits (10.0 %), meat products and hot drinks (10.0 %). The current situation regarding food advertisements for children in various media could be improved by following recommendations provided by the World Health Organization.

advertising ; child nutrition ; legislation ; non-communicable diseases ; obesity

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