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Title: Restricting unhealthy food sponsorship: attitudes of the sporting community
Authors: Kelly B
Baur LA
Bauman AE
King L
Chapman K
Smith BJ
Categories: Causes & Exposures - Diet & Exercise
Causes & Exposures - Prevention & Education
Intervention and Support - Marketing & Labelling of junk food
Keywords: Adult; Health Knowledge,Attitudes,Practice; Humans; legislation & jurisprudence; Male; Marketing; methods; Middle Aged; New South Wales; Obesity; Parents; Advertising as Topic; Policy; Public Health; Questionnaires; Sports; Young Adult; Attitude; Australia; Fast Foods; Female; Food; Food Industry; Health
Pub. Date: 2014
Journal Title: Health Policy
Volume: 104
Issue: 3
Page number start: 288
Page number end: 295
Abstract: OBJECTIVES: Sponsorship is recognised as a significant marketing tool and restricting unhealthy food sponsorship of children's sport has been recommended by leading health agencies as a contribution towards preventing childhood obesity. This study aimed to determine the junior sporting community's support for policy interventions to restrict unhealthy food sponsorship. METHODS: Sports clubs known to have food sponsors and representing the most popular sports for Australian children across a range of demographic areas were recruited. Interview-based questionnaires were conducted at clubs with parents (n=200) and officials (n=20), and with governing sporting associations (n=20). Questionnaires measured respondents' attitudes towards sponsorship and support for sponsorship regulations. RESULTS: Many officials and parents perceived children to be 'very' influenced by elite sport sponsorship (65% of association officials, 53% of parents and 45% of club officials). Children were thought to be less influenced by sponsorship of their own sporting clubs (10%, 11% and 10%, respectively). However, 50% of officials and 70% of parents supported restrictions to children's sport sponsorship. Respondents were most supportive of restricting the use of unhealthy food logos on children's uniforms. CONCLUSIONS: Restricting unhealthy food sponsorship is supported by the sporting community and policy change is needed to reduce the perceived impact of this marketing. Alternative funding mechanisms have the potential to maintain sport funding whilst reducing promotional opportunities for unhealthy food
Division: Cancer Research Division
DOI: 10.1016/j.healthpol.2011.10.004
URI: http://researchpubs.cancercouncil.com.au/cancercounciljspui/handle/1/1655
Appears in Collections:Research Articles

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