The Frequency and Healthfulness of Food and Beverage Advertising in Movie Theatres: A Pilot Study Conducted in the United States and Canada

Abstract

The marketing of unhealthy foods and beverages contributes to childhood obesity. In Canada and the United States, these promotions are self-regulated by industry. However, these regulations do not apply to movie theatres, which are frequently visited by children. This pilot study examined the frequency and healthfulness of food advertising in movie theatres in the United States and Canada. A convenience sample of seven movie theatres in both Virginia (US) and Ontario (Canada) were visited once per month for a four-month period. Each month, ads in the movie theatre environment and before the screening of children’s movies were assessed. Food ads were categorized as permissible or not permissible for marketing to children using the World Health Organization’s European Nutrient Profile Model. There were 1999 food ads in the movie theatre environment in Ontario and 43 food ads identified in the movie theatre environment in Virginia. On average, 8.6 (SD = 3.3) and 2.2 (SD = 0.9) food ads were displayed before children’s movies in Ontario and Virginia, respectively. Most or all (97–100%) food ads identified in Virginia and Ontario were considered not permissible for marketing to children. The results suggest that movie theatre environments should be considered for inclusion in statutory food marketing restrictions in order to protect children’s health.

An Exploration of the Role of Sugar-Sweetened Beverage in Promoting Obesity and Health Disparities

“…Targeted marketing of SSB and other unhealthy foods to people of color and low socioeconomic status takes advantage of their more limited options for healthy food choices and their need for product affordability, while ignoring their greater risk for obesity and obesity-related diseases. Therefore, in response to question 4, we echo others [ 120 ••, 121 , 122 ••, 123 – 127 , 128 ••, 129 , 130 • 131 – 133 , 134 ••, 135 , 136 •, 137 – 149 , 150 •, 151 – 153 , 155 ••] in suggesting that proactive environmental measures to decrease exposure to palatable food cues, particularly in the form of targeted marketing to our vulnerable populations, is a necessary strategy for slowing the obesity epidemic.…”

“…There are calls from international scientists and politicians [ 120 ••, 121 ] for remedial action in the form of statutory regulation, but very few countries have established policies restricting the marketing of unhealthy food and beverages to children [ 122 ••]. In the USA, there are no statutory regulations that limit the marketing of unhealthy foods to children [ 123 ]. The obstacles to such regulations include the economic power of the industry [ 124 – 126 ], prioritizing individual rights over public health outcomes [ 127 ], and the challenges of regulating advertising through digital media, which was recently described as the most significant paid-for media channel for unhealthy advertising to children [ 128 ••].…”

Benchmarking unhealthy food marketing to children and adolescents in Canada: a scoping review

“…The included literature examined the frequency or exposure to food marketing on television, 10,[22][23][24][25][26][27] in digital media [27][28][29][30][31][32][33] and on packaging; [34][35][36][37][38][39][40][41] in schools, 42,43 movie theatres, 44,45 sports settings, 46-48 restaurants 49,50 and family-related festivals/events; 45,51 outdoors (e.g. billboards, bus shelters, etc.)…”

“…Two studies reported food marketing from multiple sources within movie theatres, including advertisements in the movie theatre environment and those screened prior to children's movies. 44,45 The results of these two studies indicate that a large volume of food advertisements, particularly for traditionally unhealthy movie theatre foods such as popcorn, soft drinks and candy/chocolate, are promoted both in the common spaces of movie theatres and before the start of children's movies. 44,45 For example, a total of 1999 food advertisements were identified in movie theatre environments across seven movie theatres in Ottawa (Ontario) and 241 advertisements were observed prior to the screening of 28 children's movies over a 4-month period.…”

“…44,45 The results of these two studies indicate that a large volume of food advertisements, particularly for traditionally unhealthy movie theatre foods such as popcorn, soft drinks and candy/chocolate, are promoted both in the common spaces of movie theatres and before the start of children's movies. 44,45 For example, a total of 1999 food advertisements were identified in movie theatre environments across seven movie theatres in Ottawa (Ontario) and 241 advertisements were observed prior to the screening of 28 children's movies over a 4-month period. 44 All of these advertisements were considered to be restricted from marketing to children based on the World Health Organization's Nutrient Profile Model.…”