Examining differences in parents' perceptions of children's physical activity versus screen time guidelines and behaviours

Aim Most Canadian and Australian children do not meet Physical Activity Guidelines (PAG) or Screen Time Guidelines (STG). Regarding the social issue advertising believability model (SIABM), parental support for these behaviours may depend upon how believable parents find guideline messages. The aim of the study was to examine differences in parents' SIABM variables and perceived behavioural control for PAG and STG messages. Methods Data were collected online; 499 Canadian parents with at least one child aged 5–11 years (75.6% mothers) participated. Differences in model variables were analysed using analyses of variance. Results Parents demonstrated greater issue involvement, attitudes towards the issue, parental support attitudes and perceived behavioural control for the PAG compared to the STG (d > 0.10). Mothers believed the messages more and had more favourable attitudes towards the issues as compared to fathers (d > 0.21). Conclusions Parents' evaluations of PAG messages and corresponding supportive behaviours were generally more positive than STG. Future messages should emphasise supportive behaviours for screen time reduction that are feasible and enjoyable for children.