Impact of food advertising on food purchases by students in primary and secondary schools in south-eastern Poland

Aim: The aim of the present study was to determine the impact of food advertising in primary and secondary schools on the food purchasing habits of children. Methods: All forty-four primary and secondary schools in Rzeszow, Poland were included in the investigation; 15 000 children attend primary and secondary schools in the region. Schools were visited by members of the research team, who filled in a questionnaire regarding the type of food products displayed or advertised in the school shop window and recorded the presence of direct corporate advertising in the proximity of the school shop. Shop owners were asked to fill in a form describing food purchases by students within the week preceding the visit. The school principal (or one of teachers) completed a form describing the school's policy regarding food advertising and the sponsorship of school activities by food companies. Results: Recommended foods like milk, yoghurts and fruit were offered by only 40·9% of shops. There was a correlation between foods offered in the shop and foods purchased by students. In schools, 40·9 % (95% CI 25-8, 56-0 %) of shop windows displayed or advertised 'healthy' foods while 9·1% (95 % CI 0·0, 17·9%) of shops displayed advertisements of food companies. The difference between display of 'healthy' food in shop windows and display of food on company advertisements was significant (likelihood ratio Χ 2 test, P< 0·04). Type of school (primary v. secondary) was not significant factor in advertising or purchasing pattern. Conclusions: Educational programmes should be introduced in schools with the aim of improving the understanding of nutritional principles among pupils, teachers and parents.