Method: A sample of 11 of the most popular UK children’s magazines was selected according to recent circulation figures. The magazines were bought at 4 separate intervals during 2012. Magazines were examined using content analysis informed by a inductive approach. Any references to food or beverages (including adverts, free gifts, editorial and general content) were recorded.
Result: Of the 508 food references counted 73.6% (374/508) were for foods detrimental to oral health owing to their high sugar and/or acid content. A further 5.9% (30/508) were considered unhealthy due to their fat or salt content. Only 20.5% of references were for healthy foods (104/508). The most common food category referenced were baked goods (181/508), with the runner up being sweets (86/508). 36.4% (16/44) of magazines came with free sweets.
Conclusion: Food references within children’s magazines are heavily biased towards unhealthy foods especially those deleterious to oral health. With the known effects advertising food has on children’s eating habits, there should be more stringent regulation of the content of magazines. Furthermore promotion of healthy nutrition should be encouraged. Public health workers and dental professionals should be aware of the current trends in children’s media when giving health education advice or designing health promotion initiatives.