Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study
Objectives In July 2020 the UK Government announced an intention to restrict advertisements for products high in fat, salt or sugar on live broadcast, catch-up and on-demand television before 21:00 hours; and paid for online advertising. As no other jurisdiction has implemented similar regulations,...
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BMJ Publishing Group
2022-06-01
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| Series: | BMJ Open |
| Online Access: | https://bmjopen.bmj.com/content/12/6/e060302.full |
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| _version_ | 1832583582807228416 |
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| author | Jean Adams Martin White Peter Scarborough Richard Smith Emma J Boyland Hannah Forde |
| author_facet | Jean Adams Martin White Peter Scarborough Richard Smith Emma J Boyland Hannah Forde |
| author_sort | Jean Adams |
| collection | DOAJ |
| description | Objectives In July 2020 the UK Government announced an intention to restrict advertisements for products high in fat, salt or sugar on live broadcast, catch-up and on-demand television before 21:00 hours; and paid for online advertising. As no other jurisdiction has implemented similar regulations, there is no empirical evidence about how they might perturb the food system. To guide the regulations’ implementation and evaluation, we aimed to develop a concept map to hypothesise their potential consequences for the commercial food system, health and society.Methods We used adapted group concept mapping in four virtual workshops with food marketing and regulation experts across academia, civil society, government organisations, and industry (n=14), supported by Miro software. We merged concepts derived from the four workshops to develop a master map and then invited feedback from participants via email to generate a final concept map.Results The concept map shows how the reactions of stakeholders to the regulations may reinforce or undermine the impact on the commercial food system, health and society. The map shows adaptations made by stakeholders that could reinforce, or undermine, positive impacts on public health. It also illustrates potential weaknesses in the design and implementation of the regulations that could result in little substantial difference to public health.Conclusions Prior to the regulations’ initial implementation or subsequent iterations, they could be altered to maximise the potential for reinforcing adaptations, minimise the potential for undermining adaptations and ensure they cover a wide range of advertising opportunities and foods. The concept map will also inform the design of an evaluation of the regulations and could be used to inform the design and evaluation of similar regulations elsewhere. |
| format | Article |
| id | doaj-art-34fe919f284e461ebcf02a1204a58b8f |
| institution | Kabale University |
| issn | 2044-6055 |
| language | English |
| publishDate | 2022-06-01 |
| publisher | BMJ Publishing Group |
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| series | BMJ Open |
| spelling | doaj-art-34fe919f284e461ebcf02a1204a58b8f2025-01-28T09:25:10ZengBMJ Publishing GroupBMJ Open2044-60552022-06-0112610.1136/bmjopen-2021-060302Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping studyJean Adams0Martin White1Peter Scarborough2Richard Smith3Emma J Boyland4Hannah Forde5MRC Epidemiology Unit, Cambridge, UKMRC Epidemiology Unit, Institute of Metabolic Science, University of Cambridge, Cambridge, UKNIHR Oxford Biomedical Research Centre, Oxford, UK8 UK Health Alliance on Climate Change, London, UKDepartment of Psychology, University of Liverpool, Liverpool, UK1 MRC Epidemiology Unit, University of Cambridge, Cambridge, UKObjectives In July 2020 the UK Government announced an intention to restrict advertisements for products high in fat, salt or sugar on live broadcast, catch-up and on-demand television before 21:00 hours; and paid for online advertising. As no other jurisdiction has implemented similar regulations, there is no empirical evidence about how they might perturb the food system. To guide the regulations’ implementation and evaluation, we aimed to develop a concept map to hypothesise their potential consequences for the commercial food system, health and society.Methods We used adapted group concept mapping in four virtual workshops with food marketing and regulation experts across academia, civil society, government organisations, and industry (n=14), supported by Miro software. We merged concepts derived from the four workshops to develop a master map and then invited feedback from participants via email to generate a final concept map.Results The concept map shows how the reactions of stakeholders to the regulations may reinforce or undermine the impact on the commercial food system, health and society. The map shows adaptations made by stakeholders that could reinforce, or undermine, positive impacts on public health. It also illustrates potential weaknesses in the design and implementation of the regulations that could result in little substantial difference to public health.Conclusions Prior to the regulations’ initial implementation or subsequent iterations, they could be altered to maximise the potential for reinforcing adaptations, minimise the potential for undermining adaptations and ensure they cover a wide range of advertising opportunities and foods. The concept map will also inform the design of an evaluation of the regulations and could be used to inform the design and evaluation of similar regulations elsewhere.https://bmjopen.bmj.com/content/12/6/e060302.full |
| spellingShingle | Jean Adams Martin White Peter Scarborough Richard Smith Emma J Boyland Hannah Forde Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study BMJ Open |
| title | Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study |
| title_full | Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study |
| title_fullStr | Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study |
| title_full_unstemmed | Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study |
| title_short | Exploring the potential impact of the proposed UK TV and online food advertising regulations: a concept mapping study |
| title_sort | exploring the potential impact of the proposed uk tv and online food advertising regulations a concept mapping study |
| url | https://bmjopen.bmj.com/content/12/6/e060302.full |
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