EXPLORING THE INFLUENCE OF TELEVISION ADVERTISING ON CHILDREN'S FOOD CHOICES: A SURVEY STUDY IN INDIA

Abstract

This study investigates the influence of television advertising on children's food choices in urban India, focusing on Bengaluru. With rising concerns over childhood obesity and poor dietary habits, the study explores how exposure to food advertisements Impacts children's food preferences. A cross-sectional survey was conducted among parents of children aged 6 to 12, with data collected from 150 valid responses using a structured questionnaire. The survey captured children's television viewing habits, exposure to food advertisements, and subsequent food requests. Descriptive statistics and Pearson correlation analysis were employed using SPSS to interpret the data. The findings reveal a significant correlation between the number of hours children watch television and their frequency of requesting advertised food products, with fast food and sugary snacks being the most recalled items. Children from low-income households were more likely to request unhealthy foods compared to their higher-income counterparts. The study emphasizes the urgent need for stricter advertising regulations in India and greater parental involvement in shaping healthier food preferences among children. These findings provide valuable insights into the public health implications of television advertising on children's diets, contributing to the ongoing global conversation on childhood obesity prevention.