Influence of TV Food Advertising on Tanzanian Children Food Preference: A Case of Mahina and Alliance Schools

A study was conducted to examine the effect of television commercials promoting food on children's eating habits in Tanzania. The study specifically determined the extent at which children are exposed to TV food advertisement, identified the types of foods children prefer after exposure to TV food advertisements and examined what are parents’ perception regarding the influence of television food advertisements on children food choices. The study was conducted at Mahina and Alliance primary schools within Nyamagana District in Mwanza, Tanzania. Quantitative and qualitative methods were used to collect data including questionnaires and focus group discussions. The findings obtained from a total of 184 respondents (parents), while 60 children participated in focus group discussions. Findings revealed that more than 50% of Mahina and Alliance primary school pupils are highly exposed to TV food advertisements. There was consensus among all respondents that television food advertisements significantly impact children's food preferences, with the majority of children being prompted to ask for these products. Furthermore, the findings showed that 45% of the participants thought that they have a detrimental effect as they can lead to obesity in some children. In contrast, 45% of the remaining respondents reported that television food advertisements positively influence kids to develop a taste for food and enable parents to find new food items. The study's results revealed that all participants shared a consensus, the more children watch TV commercials for food, the greater their desire will be for products featured in these commercials, as commercials aimed at children frequently employ tactics and gimmicks to sway their preferences towards unhealthy foods showcased on television programmes. As a result, this study recommends that national health organisations, such as the Tanzania Food and Nutrition Centre (TFNC), implement public awareness campaigns to promote healthy eating habits among children.