Abstract

This study compared the nutritive qualities of “fruit-containing” foods advertised during children’s television programs in the United States over a 15-year period to determine whether recent advertisements reflect the intent of the Children’s Food and Beverage Advertising Initiative, to reduce advertising of unhealthy foods and the Children’s Advertising Review Unit (CARU) guideline not to mislead children about foods’ nutritional benefits. The results indicated that advertised foods contained no or minimal amounts of fruit, implied that even foods containing only fruit flavors contain fruit, and the nutrient profile of these foods did not improve over the years. Thus, the healthfulness of “fruit containing” foods advertised has not changed since launching Children's Food and Beverage Advertising Initiative and advertisements appear to run counter to the CARU guideline.

Key words: Nutrition, television, media, advertising, fruit intake.