Examining differences in children and adolescents' exposure to food and beverage marketing in Canada by sociodemographic characteristics: Findings from the International Food Policy Study Youth Survey, 2020

Abstract

Background: Many countries, including Canada, are considering regulations to restrict food and beverage marketing to children. However, little evidence is available outside of the US on how marketing exposure differs across sociodemographic subgroups.Objective: To investigate potential associations between child and adolescent sociodemographic characteristics and exposure to food and beverage marketing in Canada.Methods: Participants (n = 3780) aged 10-17 self-reported exposure to food and beverage marketing across food categories, locations and marketing techniques.Logistic regression models tested relationships between sociodemographics (age, sex, ethnicity and income adequacy) and marketing exposure.Results: Among other differences identified, 13-17 years old were more likely than 10-12 years old to report seeing unhealthy food marketing online. Girls were more likely than boys to see such marketing online and in retail settings, while boys were more likely to see it in video games. Minority ethnicities (including Indigenous youth) and respondents with lower income adequacy generally reported more exposure than White and higher income respondents, respectively.Conclusions: This study highlights important differences in marketing exposure among youth of different sociodemographic groups in Canada, including greater exposure to marketing among those most disadvantaged and emphasizes the essential need to consider food marketing across equity groups when developing restrictions on marketing to kids.

The impact of characters like Tony the Tiger and other child-targeted techniques used in food and beverage marketing

“…For instance, a study from the UK found that following exposure to food marketing, children with obesity or excess weight had larger increases in snack intake compared to children with normal weight status ( 61 ). A recent Canadian study found that older youth (aged 13–17) reported higher exposure to food marketing online, females reported higher marketing exposure online and in retail settings, while males were exposed more frequently in video games; and that youth from minority ethnic groups and households with lower income adequacy reported higher exposure to marketing ( 63 ). This study, however, did not assess the impact of this exposure on differing demographics.…”

“…Bars that do not share subscripts have means that differ by p < 0.05 according to Bonferroni multiple comparisons. Some literature has noted potential differences in marketing impact based on demographic characteristics (e.g., age, sex, gender, weight status, socioeconomic status) (18, [61][62][63]. For instance, a study from the UK found that following exposure to food marketing, children with obesity or excess weight had larger increases in snack intake compared to children with normal weight status (61).…”