Junk Food Promotion to Children and Adolescents in Fiji

ABSTRACT

Objective: To collect evidence on the exposure, awareness and effct of ‘junk food’ advertising and sponsorship upon children and adolescents in Fiji. Method: A questionnaire was developed and used with a sample 88 primary school students and 103 secondary school students in Suva, Fiji and included questions about participants’ food preferences, nutritional knowledge and advert recall ability. Two free-to-air television channels were recorded for two weekdays and two weekend days from 6am-9pm, and the content analysed for advertised content. The amount of street advertisements in three defied localities was assessed. Sponsorship of events by ‘junk food’ products was assessed over the preceding twelve month period. Results: School children were able to identify multiple food products they had seen advertised. 94% reported that seeing adverts makes them want to try products. Seventy one percent had asked others to buy advertised products for them. There was evidence that food advertising contributed to incorrect nutrition beliefs. Levels of street and television advertising for ‘junk foods’ were high. Fourteen events sponsored by ‘junk food’ products were found to have taken place within one year of the investigation. Conclusions: Children in Suva remember but misunderstand the nutritional value of advertised ‘junk foods’. Their diets are altered detrimentally as a result. Implications There is a need for a regulatory approach to limit ‘junk food’ advertising in Fiji.