Beverage industry’s advertising expenditures and airtimes in South Africa from 2013 to 2019 target children and families

Abstract

With the growing burden of non-communicable diseases (NCDs), countries across the globe are finding ways to reduce the consumption of ultra-processed food and drinks including sugar-sweetened beverages (SSBs). South Africa implemented a health promotion levy (HPL) in April 2018 as one strategy to reduce sugar intake. Such efforts are frequently countered or mitigated by industry action in various ways, including through marketing and advertising strategies. To better understand trends in the extent of advertising, this paper analyses advertising expenditures and exposure of children to SSB advertisements in South Africa. Using Nielsen’s monthly data on advertising expenditure before and after the introduction of the HPL, for the period January 2013 to April 2019, the results show that manufacturers spent ZAR 3683 million to advertise their products. Advertising expenditure on carbonated drinks accounted for over 60% (ZAR 2220 million) of the total expenditure on SSBs. The results also show that companies spend less in advertising powdered SSBs (an average of ZAR 0.05 million per month). Based on expenditure patterns, television (TV) was the preferred medium of advertisements, with companies prioritizing what is often considered children’s and family viewing time. Urgent mandatory regulations are needed to prevent child-directed marketing.

Is Reformulation Still a Suitable Goal for Sugary Beverage Taxes? A Response to Recent Commentaries

“…Since the publication of our original work, further evidence has mounted to show that companies have responded to the threat and implementation of SBTs using costly marketing measures, such as price promotions in Bermuda, 2 new product development in Barbados, 3 and additional advertising in South Africa and Washington, the United States. 4,5 These responses reflect an ongoing process of cost-benefit analysis and adaptation that corresponds with those depicted in our framework.…”

Cost-effectiveness of dental caries prevention strategies in South African schools

“…Children, however, consume more sugar than recommended due to the industry marketing strategies that target children. A recent analysis of advertising data showed that the soft drinks industry targets children who are known to request beverage or food items they see advertised [ 30 ]. It is therefore not surprising that dental caries has become a major public health problem.…”