Reading the mind of children in response to food advertising: A cross-sectional study of Malaysian schoolchildren's attitudes towards food and beverages advertising on television

Abstract

Background: Television food advertising (TVFA) is the most dominant medium in the obesogenic environment promoting unhealthy food choices in children. Methods: This cross-sectional study investigated children's attitudes towards TVFA by examining four well-cited induction factors namely advertisement recognition, favourite advertisement, purchase request, and product preference. Malaysian urban schoolchildren (7 to 12 years) of equal ethnic distribution were voluntarily recruited (n∈=∈402). Questionnaire administration was facilitated using a food album of 24 advertised food products. Results: Majority of children were older (66.2 %), girls (56.7 %) with one-third either overweight or obese. TV viewing time for weekend was greater than weekdays (4.77∈±∈2.60 vs 2.35∈±∈1.40 h/day) and Malay children spent more time watching TV compared to Chinese (p∈ ∈favourite advertisement and product preference∈>∈purchase request, and significantly greater (p∈