Determining the 'healthiness' of foods marketed to children on television using the Food Standards Australia New Zealand nutrient profiling criteria

Abstract

Aim: To investigate the potential of the Food Standards Australia New Zealand nutrient profiling criterion to underpin restrictions on the advertising of �unhealthy� foods to children by comparing it to other established criteria. Methods: Two weeks of food advertising from 6:00?a.m. to 9:00?p.m. on three Sydney television channels was categorised as passing or failing the nutrient profiling criteria. Nutrition information on energy, saturated fat, sodium, sugar, protein, dietary fibre and fruit, vegetable, nut and legume content was obtained from food labels, company websites and manufacturers. Results were compared to criteria based on identifying core and non-core food groups and the criteria set by companies in the voluntary industry codes for marketing to children. Results: Of the 116 unique food advertisements, 61% failed nutrient profiling and were considered �unhealthy� foods. Of the advertisements that passed nutrient profiling, 64% were promoting core foods, while 93% of those that failed nutrient profiling were promoting non-core foods. Sixty-three per cent of advertisements that met the nutrition criteria outlined in the grocery manufacturers' company action plans passed nutrient profiling. Only one advertisement for fast food passed the fast food company criteria and nutrient profiling. Conclusions: The Food Standards Australia New Zealand nutrient profiling criteria provide an independent assessment of the overall healthiness of a product and have potential to form the basis of nutrient criteria for regulating food marketing to children in Australia. Current criteria within voluntary self-regulatory initiatives are complex and lenient, and fail to cover many foods advertised.