Children and adolescents' exposure to food and beverage marketing in social media apps

Abstract

Summary Background Unhealthy food marketing is a powerful determinant of unhealthy diets and obesity among children. Although it is known that food marketers target young people on social media, no study has yet quantified children's exposure on these platforms. Objectives To compare the frequency and healthfulness of food marketing seen by children and adolescents on social media apps as well as estimate their weekly exposure. Methods 101 children and adolescents (ages 7‐16 years) completed a survey on their media use and were recorded using their two favourite social media apps for 5 minutes each on the mobile device they usually use. Recordings of app use were reviewed to identify food marketing exposures. Results Overall, 72% of participants were exposed to food marketing. Of the 215 food marketing exposures identified, most promoted unhealthy products such as fast food (44%) and sugar‐sweetened beverages (9%). Adolescents viewed more instances of food marketing, on average, per 10‐minute period compared with children (Mean [SD] = 2.6 [2.7] versus 1.4 [2.1], U = 1606, z = 2.94, P = 0.003). It was also estimated that children and adolescents see food marketing 30 and 189 times on average per week on social media apps, respectively. Conclusions Statutory regulations restricting unhealthy food marketing to adolescents and children on social media should be considered.

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

“…These findings have interesting implications for the regulation of advertising disclosures. Not only do many influencers fail to comply with the rules [20,88,89], but many children in the current study did not consider advertising disclosures to have any real significance in determining their attitude towards the promoted product. This is likely why research shows advertising disclosures have no protective impact on children's (9-11-years) immediate intake when featured during influencer marketing of an HFSS product [22].…”

“…Children's beliefs about the likely effects of influencer marketing are consistent with advertisers' increased spend in this area [17,18] and as result of this fast-growing industry children are frequently exposed to influencer marketing of HFSS food and beverage products [14,[19][20][21].…”

“…Collaborations between brands and YouTubers (also referred to as 'influencers') is a fast-growing marketing technique referred to as 'influencer marketing' [17]. Industry spend on this form of marketing is predicted to increase from $500 million per year in 2018 to $5-$10 billion per year in 2023 [18].Children are frequently exposed to influencer marketing of HFSS food and beverage products and brands on social media [14,[19][20][21]. This is a concern given that evidence suggests that exposure, via Instagram [22] and YouTube [23], increases children's (9-11 years) immediate consumption of HFSS products, compared with exposure to equivalent marketing of non-food products.…”

“…Children are frequently exposed to influencer marketing of HFSS food and beverage products and brands on social media [14,[19][20][21]. This is a concern given that evidence suggests that exposure, via Instagram [22] and YouTube [23], increases children's (9-11 years) immediate consumption of HFSS products, compared with exposure to equivalent marketing of non-food products.…”

Fast food, beverage, and snack brands on social media in the United States: An examination of marketing techniques utilized in 2000 brand posts

“…The marked growth in social media–based marketing may greatly increase overall exposure to food, beverage, and snack ads, particularly among youth. Although no studies have comprehensively examined youth exposure to food and beverage advertising on social media, researchers in one cross‐sectional study estimated ad exposure by asking 101 children and adolescents ages 7 to 16 years to screen record their activity on their favourite social media app for a 5‐minute period . They found that 72% of participants were exposed to ads on social media during the data collection period, with the majority of ads promoting unhealthy foods and beverages.…”