Table 3 Proportion of F&B ads on Beijing TV, according to the marketing technique used and type of modela
INFORMAS food system | WHO-WPRO Nutrient Profile Model | GSCCA | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Marketing technique | n | % | Core | Uncore | Permitted | Nonpermitted | Healthy | Unhealthy | |||||
Promotional characters | No. of F&B ads (n 4036, 100%) | ||||||||||||
Use cartoon/company-owned characters, famous characters, licensed characters, or celebrities | 2011 | 49.83 | 27 | 1421 | 631 | 837 | 458 | 1010 | |||||
Use scenes of major historical rituals or events, festivals, etc. | 1335 | 33.08 | 33 | 872 | 33 | 1025 | 33 | 872 | |||||
History honors, awards, and achievements, etc. that the product or the company achieved | 359 | 8.89 | 166 | 21 | 166 | 192 | 84 | 21 | |||||
Scenes of life embedded | 2815 | 69.75 | 241 | 2192 | 700 | 1792 | 440 | 1904 | |||||
Recommended for target groups (e.g., “for infants” or “for kids”) | 690 | 17.10 | 0 | 0 | 0 | 0 | 0 | 0 | |||||
Joint promotion with other brands or products | 699 | 17.32 | 22 | 677 | 326 | 373 | 326 | 373 | |||||
Brand benefit claims | No. of F&B ads (n 4036, 100%) | ||||||||||||
Sensory characteristics (taste, texture, appearance, aroma, etc.) | 1635 | 40.51 | 153 | 1246 | 308 | 1283 | 86 | 1237 | |||||
New product development | 3 | 0.07 | 0 | 3 | 0 | 3 | 0 | 3 | |||||
Describe product details, such as “produced using pure milk” | 1768 | 43.81 | 228 | 657 | 532 | 545 | 392 | 380 | |||||
Emotional appeal (fun, happiness, popularity, such as “Everyone likes XX”) | 1814 | 44.95 | 27 | 1767 | 327 | 1487 | 154 | 1660 | |||||
Exaggerating (claiming to be better than other products) | 242 | 6.00 | 130 | 82 | 139 | 103 | 76 | 73 | |||||
Convenient | 0 | 0.00% | 0 | 0 | 0 | 0 | 0 | 0 | |||||
Health claims | No. of F&B ads (n 1015, 25.15%) | a | |||||||||||
1010 | 25.02 | 100 | 569 | 100 | 607 | 72 | 569 | ||||||
Nutrition claims (e.g., low fat) | 817 | 20.24 | 61 | 636 | 61 | 686 | 33 | 656 | |||||
Claims of higher or lower nutrient content (e.g., reduced fat) | 60 | 1.49 | 34 | 171 | 179 | 26 | 179 | 26 | |||||
General health claims (e.g., a healthy diet) | 678 | 16.80 | 74 | 473 | 83 | 494 | 60 | 464 | |||||
Nutrition and other functional claims (e.g., calcium is good for bones) | 1015 | 25.15 | 56 | 671 | 360 | 405 | 332 | 367 | |||||
Claims to reduce disease risk | 255 | 6.32 | 0 | 0 | 0 | 0 | 0 | 0 | |||||
Other claims (e.g., organic) | 661 | 16.38 | 73 | 154 | 227 | 1 | 227 | 0 | |||||
Premium and price-related offers | |||||||||||||
0 | 0.00 | 0 | 0 | 0 | 0 | 0 | 0 | ||||||