Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Feb 22, 2021
Date Accepted: May 24, 2021
Social online marketing engagement (SoMe) study of food and drink brands: Real time measurement of Australian children
ABSTRACT
Background:
Food is one of the most frequently promoted commodities and promoted foods are overwhelmingly unhealthy. Marketing normalises unhealthy foods, creates positive brand images and encourages overconsumption. Limited research is available to describe the extent of food marketing to children on online media and measuring actual exposure is challenging.
Objective:
This study aimed to monitor the extent of children’s exposure to online media food marketing, as an essential step in increasing the accountability of industry and governments to protect children.
Methods:
Children aged 13-17 were recruited in October 2018-March 2019. Children recorded their mobile device screen for two weekdays and one weekend day anytime they visited relevant online platforms. After each day, participants uploaded video files to a secure server. Promoted products were defined using the World Health Organization (WHO) Europe Region nutrient profile model.
Results:
The sample of 95 children uploaded 267.8 hours of video data. Children saw a median of 17.4 food promotions each hour online. Considering usual time online on mobile devices, children would be exposed to a median of 168.4 food promotions online on mobile devices per week, 99.5 of which would not be permitted to be marketed based on nutrient profiling criteria. Most promotions (58.8%) were peer endorsed and derived from third parties sources.
Conclusions:
Exposure to brand content that is seemingly endorsed by peers or online communities likely heightens the effects of marketing on children. Regulations to protect children from this marketing must extend beyond paid advertising to paid content in posts generated through online communities and influencers. Clinical Trial: N/A
Citation
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