Whose rights deserve protection? Framing analysis of responses to the 2016 committee of advertising practice consultation on the non-broadcast advertising of foods and soft drinks to children

Carters-White, L., Chambers, S. , Skivington, K. and Hilton, S. (2021) Whose rights deserve protection? Framing analysis of responses to the 2016 committee of advertising practice consultation on the non-broadcast advertising of foods and soft drinks to children. Food Policy, 104, 102139. (doi: 10.1016/j.foodpol.2021.102139)

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Abstract

Exposure to advertising of food and beverages high in fat sugar and salt (HFSS) is considered a factor in the development of childhood obesity. This paper uses framing analysis to examine the strategic discursive practices employed by non-industry and industry responders to the Committee of Advertising Practice’s consultation responses (n = 86) on UK regulation of non-broadcast advertising of foods and soft drinks to children. Our analysis demonstrates non-industry and industry responders engaged in a moral framing battle centred on whose rights were deemed as being of greatest importance to protect: children or industry. Both industry and non-industry responders acknowledged that childhood obesity and non-broadcast advertising were complex issues but diverged on how they morally framed their arguments. Non-industry responders employed a moral framework that aligned with the values represented in social justice approaches to public health policy, where children were identified as vulnerable, in need of protection from harmful HFSS product advertising and childhood obesity was a societal problem to solve. In contrast, industry responders emphasised industry rights, portraying themselves as a responsible industry that is victim to perceived disproportionate policymaking, and values more closely aligned with a market justice approach to public health policy. Our analysis provides detailed insights into the framing strategies used in the policy debate surrounding the non-broadcast advertising of HFSS foods to children. This has relevance as to how advocacy organisations can develop counter-framing to industry frames which seek to limit effective regulation.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Skivington, Dr Kathryn and Hilton, Professor Shona and Chambers, Dr Stephanie and White, Ms Lauren
Creator Roles:
Carters-White, L.Conceptualization, Methodology, Data curation, Resources, Formal analysis, Writing – original draft, Writing – review and editing, Funding acquisition
Chambers, S.Conceptualization, Methodology, Supervision, Writing – review and editing, Funding acquisition
Skivington, K.Conceptualization, Methodology, Supervision, Writing – review and editing, Funding acquisition
Hilton, S.Conceptualization, Methodology, Supervision, Writing – review and editing, Funding acquisition
Authors: Carters-White, L., Chambers, S., Skivington, K., and Hilton, S.
College/School:College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
College of Medical Veterinary and Life Sciences > Institute of Health and Wellbeing > MRC/CSO SPHSU
Journal Name:Food Policy
Publisher:Elsevier
ISSN:0306-9192
ISSN (Online):1873-5657
Published Online:30 July 2021
Copyright Holders:Copyright © 2021 Crown Copyright
First Published:First published in Food Policy 103: 102139
Publisher Policy:Reproduced under a Creative Commons License

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
168560MRC SPHSU/GU Transfer FellowshipsLaurence MooreMedical Research Council (MRC)MC_PC_13027HW - MRC/CSO Social and Public Health Sciences Unit
727631SPHSU Core Renewal: Relationships & Health Improvement Research ProgrammeLisa McDaidMedical Research Council (MRC)MC_UU_12017/11IHW - MRC/CSO SPHU
Office of the Chief Scientific Adviser (CSO)SPHSU11
727641SPHSU Core Renewal: Setting and Health Improvement Research ProgrammeKathryn HuntMedical Research Council (MRC)MC_UU_12017/12IHW - MRC/CSO SPHU
Office of the Chief Scientific Adviser (CSO)SPHSU12
727661SPHSU Core Renewal: Complexity in Health Improvement Research ProgrammeLaurence MooreMedical Research Council (MRC)MC_UU_12017/14IHW - MRC/CSO SPHU
Office of the Chief Scientific Adviser (CSO)SPHSU14
727671SPHSU Core Renewal: Informing Healthy Public Policy Research ProgrammePeter CraigMedical Research Council (MRC)MC_UU_12017/15IHW - MRC/CSO SPHU
Office of the Chief Scientific Adviser (CSO)SPHSU15
Complexity in healthMedical Research Council (MRC)MC_UU_00022/1HW - MRC/CSO Social and Public Health Sciences Unit
Office of the Chief Scientific Adviser (CSO)SPHSU16
Relationships and healthMedical Research Council (MRC)MC_UU_00022/3HW - MRC/CSO Social and Public Health Sciences Unit
Office of the Chief Scientific Adviser (CSO)SPHSU18