'Food ads promote unhealthy lifestyle'
Food advertisements in magazines promoting healthier lifestyles are often contradicting the messages they are trying to put across, says a study.india Updated: Jan 21, 2009 19:11 IST
A British study has found that food advertisements in magazines promoting healthier lifestyles are often contradicting the messages they are trying to put across.
Lead researcher Jean Adams, lecturer in public health at Newcastle University the ads are often promoting products high in sugar and salt and low in fibre.
"Nearly every magazine contains advice on a healthier lifestyle, yet we found the food adverts were for products high in sugar and salt and low in fibre such as ready meals, sauces and confectionary," said Dr Adams.
"Obviously, it's up to each of us to decide what we eat but if we're constantly bombarded with images of unhealthy food every time we pick up a magazine then we''re going to be swayed in what we choose," she adds.
For the study, the researchers analysed the data on the nutritional content of the foods advertised in 30 most widely-read weekly magazines during November 2007.
The findings revealed that foods in the adverts found that the products advertised were generally much higher in sugar and salt, and lower in fibre than the World Health Organisation (WHO) recommendations.
Over a quarter of the food adverts (25.5pct) were for ready-meals, sauces and soups, which tend to be high in salt and sugar.
Almost 23pct of the foods advertised were categorised as "containing fat or sugar" including products such as ice-cream, chocolate bars, sweets and full sugar soft drinks.
More of these adverts were found in magazines with a higher proportion of women readers or readers of a lower social class.
In contrast, very few of the ads, only 1.8pct, were for fruit and vegetables and these were mainly in high-end magazines.
"Health bodies and the government are trying to encourage all of us to eat a healthier diet, yet we found that many of the magazines, especially those targeting lower-income families are full of adverts promoting food that is largely unhealthy," said Adams.
"Families are facing so many social pressures that it''s a constant battle to stay on the right track when choosing and preparing meals and these adverts are doing little to help," Adams added.
The study has been published in the European Journal of Public Health.