Food choices influenced by celebrity endorsement
25 February 2011
Parents who view sports celebrity endorsements and selective nutrition claims on food packaging are more likely to buy energy-dense, nutrient-poor (EDNP) food for their children, a Cancer Council Victoria study has found.
Based on an online survey of 1551 parents and published in the journal Public Health Nutrition, the study found that parents were almost 2.5 times more likely to choose an EDNP product if it was endorsed by a sports celebrity and do so without consulting the nutrition information panel on the packaging (Public Health Nutr 2011: 1-9).
Prominent nutrient claims, such as "source of fibre", on the front of the pack doubled the likelihood of parents choosing EDNP products, with only 44 per cent reading the nutrition information panel.
The results have sparked fresh calls from the Obesity Policy Coalition for the introduction of a traffic light system guiding parents on healthier food choices.
Traffic light labelling uses colour coding to indicate whether a product contains low (green), moderate (amber) or high (red) amounts of fats, sugars and sodium. A similar system is already in place in the UK.
"Parents are often pressed for time when grocery shopping, particularly when accompanied by their children", wrote co-author Professor Melanie Wakefield, director of the Centre for Behavioural Research in Cancer at the Cancer Council Victoria.
"It may be unrealistic to expect [time pressed parents] to refer to the [nutrition information panel] and make detailed product choices", she said.
"An ideal policy approach would be to only permit the use of nutrient claims and sports celebrity endorsements on healthy food products that meet set nutritional criteria."
Last Reviewed: 28 February 2011
- 1. Dixon H, Scully M, Wakefield M, Kelly B, Chapman K, Donovan R. Parent's responses to nutrient claims and sports celebrity endorsements on energy-dense and nutrient-poor foods: an experimental study. Public Health Nutr 2011: 1-9. [Epub 10 Feb 2011]. doi: 10.1017/S1368980010003691. http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=8066497 (accessed Feb 2011).
