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Children's implicit recall of junk food, alcohol and gambling sponsorship in Australian sport

Bestman, Amy, Thomas, Samantha L., Randle, Melanie and Thomas, Stuart D. M. 2015, Children's implicit recall of junk food, alcohol and gambling sponsorship in Australian sport, BMC public health, vol. 15, pp. 1-9, doi: 10.1186/s12889-015-2348-3.

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Title Children's implicit recall of junk food, alcohol and gambling sponsorship in Australian sport
Author(s) Bestman, AmyORCID iD for Bestman, Amy orcid.org/0000-0003-1269-2123
Thomas, Samantha L.
Randle, Melanie
Thomas, Stuart D. M.
Journal name BMC public health
Volume number 15
Article ID 1022
Start page 1
End page 9
Total pages 9
Publisher BioMed Central
Place of publication London, Eng.
Publication date 2015
ISSN 1471-2458
Keyword(s) children
sport
sponsorship
advertising
alcohol
gambling
junk food
Summary BACKGROUND: In Australia, sport is saturated by the promotion of junk food, alcohol and gambling products. This is particularly evident on player jerseys. The effect of this advertising on children, who are exposed to these messages while watching sport, has not been thoroughly investigated. The aim of this research study was to investigate: (1) the extent to which children implicitly recalled shirt sponsors with the correct sporting team; (2) whether children associated some types of sponsors with certain sporting codes more than others; and (3) whether age of the children influenced the correct recall of sponsoring brands and teams.

METHOD: This experimental study conducted in New South Wales, Australia used projective techniques to measure the implicit recall of team sponsorship relationships of 85 children aged 5-12 years. Participants were asked to arrange two sets of magnets - one which contained sporting teams and one which contained brand logos - in the manner deemed most appropriate by them. Children were not given any prompts relating to sporting sponsorship relationships.

RESULTS: Three quarters (77 %) of the children were able to identify at least one correct shirt sponsor. Children associated alcohol and gambling brands more highly with the more popular sporting code, the National Rugby League compared to the Australian Football League sporting code. Results showed that age had an effect on number of shirt sponsors correctly recalled with 9-12 year olds being significantly more likely than 5-8 year olds to correctly identify team sponsors.

CONCLUSIONS: Given children's ability to implicitly recall shirt sponsors in a sporting context, Australian sporting codes should examine their current sponsorship relationships to reduce the number of unhealthy commodity shirt sponsors. While there is some regulation that protects children from the marketing of unhealthy commodity products, these findings suggest that children are still exposed to and recall these sponsorship relationships. Results suggest that the promotion of unhealthy commodity products during sporting matches is contributing to increased awareness amongst children of unhealthy commodity brands. Further investigation is required to examine the extent and impact of marketing initiatives during televised sporting matches on children.
Language eng
DOI 10.1186/s12889-015-2348-3
Field of Research 111199 Nutrition and Dietetics not elsewhere classified
Socio Economic Objective 920501 Child Health
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, The Authors
Free to Read? Yes
Use Rights Creative Commons Attribution licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079469

Document type: Journal Article
Collections: School of Health and Social Development
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Created: Thu, 12 Nov 2015, 10:33:39 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.