The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review

Abstract

The marketing of unhealthy commodities through traditional media is known to impact consumers’ product attitudes and behaviors. Less is known about the impacts of digital marketing (online promotional activities), especially among young people who have a strong online presence. This review systematically assesses the relationship between digital marketing and young people’s attitudes and behaviors towards unhealthy commodities. Literature was identified in June 2017 by searches in six electronic databases. Primary studies (both qualitative and quantitative) that examined the effect of digital marketing of unhealthy food or beverages, alcohol and tobacco products on young people’s (12 to 30 years) attitudes, intended and actual consumption were reviewed. 28 relevant studies were identified. Significant detrimental effects of digital marketing on the intended use and actual consumption of unhealthy commodities were revealed in the majority of the included studies. Findings from the qualitative studies were summarized and these findings provided insights on how digital marketing exerts effects on young people. One of the key findings was that marketers used peer-to-peer transmission of messages on social networking sites (e.g., friends’ likes and comments on Facebook) to blur the boundary between marketing contents and online peer activities. Digital marketing of unhealthy commodities is associated with young people’s use and beliefs of these products. The effects of digital marketing varied between product types and peer endorsed marketing (earned media) may exert greater negative impacts than owned or paid media marketing.

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

“…40,41 Celebrity endorsements that appear more natural or authentic (such as a picture of an endorser using a branded product in an activity of daily life as one might see on social media), have also been shown to yield higher persuasive effects than that of traditional forms of endorsement (eg, television commercial). 42 Studies also suggest that young people may have more difficulty recognizing digital marketing. 42 Studies also suggest that young people may have more difficulty recognizing digital marketing.…”

“…39 As for peer endorsement, such as "sharing" or "liking" branded content on social media, a recent systematic review concluded that this form of marketing may influence young people more than advertisements sponsored by companies. 42 Studies also suggest that young people may have more difficulty recognizing digital marketing. [43][44][45] This is concerning because the recognition of advertising is considered the first step in protecting oneself against its persuasive intent.…”

The Devil Is in the Detail: Challenging the UK Government’s 2019 Impact Assessment of the Extent of Online Marketing of Unhealthy Foods to Children

“…Advertising online, including food marketing, targets adolescents specifically, drawing successfully on their social-developmental needs for connection with peers, working under the radar to activate emotional, identity-laden responses and build long-lasting relationships with brands [ 35 , 36 , 71 , 72 , 73 ]. Buchanan and colleagues [ 74 ] note that “earned” social media advertising (forwarded by users within networks—see Box 1 ) is believed to have the most detrimental effects on young consumers, as this form of marketing is no longer clearly commercial, and can be disguised as a post by the user. Indeed, industry data suggest that “native” advertising (particularly when delivered within social media news feeds) generates positive reactions compared to more overt forms of display advertising, resulting in a 28% increase in advertising viewed on mobile devices and a greater subconscious reaction [ 75 ].…”

Mapping the digital food environment: a scoping review protocol

“…Whereas most research on food marketing still focuses on traditional broadcast media, there has been some momentum towards researching digital food marketing in recent years. This includes a systematic review on digital marketing and youth attitudes and behaviour related to unhealthy commodities (food, alcohol and tobacco) by Buchanan et al 19 and reports by the WHO. 20 21 In summary, these reviews and reports, along with individual studies, have identified the potential of digital technology for health promotion interventions, through dietary and physical activity mobile apps for selfmonitoring, among others.…”