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Title: Advertising for cariogenic food and drinks : a cross-over randomised controlled trial investigating the effect of cariogenic food and drink advertising on children's dietary intake
Author: Kearney, J. M.
ISNI:       0000 0004 7658 775X
Awarding Body: University of Liverpool
Current Institution: University of Liverpool
Date of Award: 2018
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Aim: The aim of this study was to investigate whether 8-10 year olds make different food and drink choices after they have been exposed to advertisements for high sugar (cariogenic) food and drink items compared with non-food advertisements. The secondary aims of this study were, firstly, to investigate the relationship between the children's response to advertising content and their caries experience, weight status and socioeconomic status. Secondly, to investigate any relationship between the children's dental caries experience, weight status and socio-economic status. Methods: Cross-over Randomised Controlled Trial with a two-week wash out period. 101 children aged 8-10 years watched a 21-minute cartoon with four 30-second advertisements embedded in the middle. The advertisements were for either cariogenic food and drinks or for toys. A selection of high sugar food and drinks was provided as well as healthy alternatives. Consumption of the pre-weighed, unlabelled food and drink items was calculated in kilocalories and grams of sugar for each child. A dental examination was undertaken for each child. Socio-economic status and Body Mass Index were also calculated. Results: Children consumed 5.93 grams of sugar (p=0.014) and 48.33kcal (p= 0.008) more after watching the cartoon with advertisements for cariogenic food and drink items than the advertisements for toys. With regards to sugar intake, children with experience of dental caries had a significantly greater response to the change in advertisements than children with no experience of dental caries. There was no association found between the children's Body Mass Index or Socio-economic status and their response to the change in advertisements. Furthermore, no significant association was found between the children's dental caries experience, weight status and socio-economic status. Conclusion: The results of this study indicate that a beyond-brand effect exists with respect to both sugar intake and kilocalorie intake in response to cariogenic advertisements. They also indicate that some children may be more susceptible to the advertisements and this susceptibility may contribute to dental caries.
Supervisor: Boyland, Emma ; Burnside, Girvan ; Fitzgerald, Rhian ; Higham, Susan ; Flannigan, Norah Sponsor: Not available
Qualification Name: Thesis (D.D.Sc.) Qualification Level: Doctoral