Testing the Validity of a Novel Method for Identifying and Measuring Child-appealing Marketing on Product Packaging Using Focus Groups of School-aged Children (<13 Years) and Their Parents.
试验速览
- 阶段
- 不适用
- 状态
- 已完成
- 入组人数
- 27
- 试验地点
- 2
- 主要终点
- Kappa agreement between participants' binary ranking of cereals and the child-appealing packaging (CAP) coding tool's binary ranking of cereals
研究概览
简要总结
Child-appealing marketing for unhealthy foods and beverages is a global public health concern, and marketing on product packaging is one of children's top sources of exposure to this type of marketing. However, there is currently no consistent method for evaluating the extent and power of child-appealing marketing on packaging, and therefore, the child-appealing packaging (CAP) coding tool was developed. This study aims to validate this novel tool by testing if the coding tool can accurately evaluate how kids respond to marketing on food packaging. The hypothesis for this study is that the CAP tool will be able to classify and rank marketing on product packaging similarly to how children and their parents rank the same food packages. In order to test this hypothesis, children and their parents will complete an activity where they classify breakfast cereals displaying different degrees of child-appealing marketing power as "child-appealing" or "non-child-appealing" and then rank them in order of their preference. Children and parents will also complete a focus group discussion to talk about why they classified and ranked the cereals the way that they did in the previous activity. Analyses will determine how well participants classifications and rankings agree with the CAP tool's classifications and rankings.
详细描述
RATIONALE & OBJECTIVES
In Canada, the Child Health Protection Act (Bill S-228) was introduced in September 2016 by Senator Greene Raine to amend the current Food and Drugs Act to prohibit food and beverage marketing directed at children under 13 years of age. Shortly after, to support Bill S-228, Health Canada committed to introducing marketing restrictions as part of its Healthy Eating Strategy. The proposed restrictions will apply to a broad range of marketing platforms, including product packaging, which has been shown to be a top source of children's exposure to food and beverage advertising. Research has also assessed child-appealing marketing within the packaged food environment in Canada; however, these studies are limited due to the significant heterogeneity in the criteria that has been used for identifying child-appealing marketing techniques, with most only recording a few broad techniques, thus hindering their ability to capture the full scope of this marketing practice. Furthermore, despite recommendations from the World Health Organization (WHO) to limit both the exposure and the power of child-appealing marketing, there has been no formal quantification of the power of child-appealing marketing on product packaging.
In response to this gap, the child-appealing packaging (CAP) coding tool was developed to systematically assess the extent, nature and power of child-appealing marketing on product packaging. However, the CAP tool requires formal validation before being implemented in practice. This study will test the criterion and content validity of the CAP tool. Criterion validity is defined as the "extent to which the method is accurately based on an externally derived gold standard; examines whether method correlates in a predicted manner with variables with which, theoretically, it should correlate". Content validity is defined as the "extent to which the system covers the full range of meaning for the concept being measured".
Upon the validation of the CAP tool, its application will enable a comprehensive and updated assessment of the current Canadian marketing environment and be crucial to our ability to continue to accurately track the presence of child-appealing marketing in Canada. Findings from the use of the CAP tool will help inform ongoing policy and regulatory development and provide baseline data from which to monitor the 5-year impact of Bill S-228 as part of the mandatory monitoring period which will be implemented with the legislation.
Objectives: The objectives of this study are to use a product classification activity and focus groups of children and their parents to:
研究设计
- 研究类型
- Interventional
- 分配方式
- Non Randomized
- 干预模型
- Parallel
- 主要目的
- Other
- 盲法
- None
入排标准
- 年龄范围
- 5 Years 至 —（Child, Adult, Older Adult）
- 性别
- All
- 接受健康志愿者
- 是
入选标准
- •Children: 5-13 years of age
- •Parents: must be parents or guardians of children participating in the study
- •Must be able to speak/comprehend English
- •Must be somewhat familiar with packaged breakfast cereal (e.g., has consumed or seen it before)
排除标准
- 未提供
结局指标
主要结局
Kappa agreement between participants' binary ranking of cereals and the child-appealing packaging (CAP) coding tool's binary ranking of cereals
时间窗: Through study completion, approximately 1 year
Kappa statistics will evaluate the agreement between how children and parents rank breakfast cereals as either "child-appealing" or "non-child-appealing" and how the CAP tool ranks the same cereals.
Correlation between participants' ordinal ranking of cereals and the child-appealing packaging (CAP) coding tool's ordinal ranking of cereals according to their marketing power.
时间窗: Through study completion, approximately 1 year
Spearman Rank Correlation analysis will evaluate the correlation between how children and parents rank breakfast cereals in terms of their ranked preference (children) or ranked purchasing intentions (parents) and how the CAP tool ranks the same cereals according to their marketing power.
Thematic content analysis of focus group transcripts and qualitative agreement with CAP tool
时间窗: Through study completion, approximately 1 year
Thematic content analysis will elucidate key themes from the focus group discussions with children and parents, and qualitatively compare them to the contents of the CAP coding tool.
次要结局
未报告次要终点
研究者
Mary L'Abbe
Professor
University of Toronto