Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

Abstract

The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.

Advertising of foods and beverages in social media aimed at children: high exposure and low control

“…Thus, following Tatlow-Golden & Garde, 2020 [ 4 ] y Sacks & Looi, 2020 [ 17 ] it can be observed how the predominant path is that of the self-regulation. However, the analysis indicates how, with the exception of the US and Ireland, no express mention is made on platforms such as social networks in which food brands exert increasing pressure [ 15 , 48 ]. Therefore, they are firmly entrenched among the media diet of children and adolescents [ 17 ].…”

“…Along with these measures, of which it is necessary to observe their degree of effectiveness and scope, it is considered that public policies that promote healthy diets among children and adolescents should be taken. On the one hand, because a healthy eating is considered a human right [ 15 ]. On the other hand, from the scientific community it is observed that the intake of HFSS food can be a potential catalyst of obesity and it must be taken into account that this type of non-communicable diseases imply a medical cost.…”

“…Following the pathway of traditional media, it can be observed how the unhealthy food is also moving to the digital landscape [ 10 , 13 , 14 ]. Thus, it is precisely the food brands that exert the greatest communicative pressure [ 15 , 16 ]. Within this new and changing digital environment, the use of social networks by minors is strongly entrenched [ 17 ].…”

“…On the other hand, the negative influence of influencers when recommending unhealthy foods has also been highlighted in studies such as that carried out by [ 4 , 13 ]. Within the influence marketing, the role of Youtubers and their clear influence on the consumption of food products that are not recommended from the point a health point of view should be noticed [ 15 , 22 – 25 ]. In this sense, there are already studies showing how kid influencers (3 to 14 years) on Youtube promote food and/or drinks linked to unhealthy branded items [ 26 ].…”

“…Emphasis has been placed on how the main problem to be solved would be the excessive exposure of children to unhealthy products [ 30 ]; since it is curious that unhealthy food is not restricted (despite the recommendations), though other types of products such as alcohol or dietetics are [ 17 ]. Furthermore, in the new communicative environment the practical illegality of the new strategies used is evident [ 15 ]. In a recent document published by the WHO, the focus has already been placed on monitoring the type of food marketing aimed at children, with special emphasis on digital marketing.…”