scholarly journals How Food Marketing on Instagram Shapes Adolescents’ Food Preferences: Online Randomized Trial

10.2196/28689 ◽  
2021 ◽  
Vol 23 (10) ◽  
pp. e28689
Author(s):  
Marie Bragg ◽  
Samina Lutfeali ◽  
Tenay Greene ◽  
Jessica Osterman ◽  
Madeline Dalton
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Food Preferences ◽  
The Other ◽  
Food Marketing ◽  
Traditional Food ◽  
Unhealthy Food ◽  
Food Advertisements ◽  
Mere Presence ◽  
Children’S Exposure

Background Worldwide obesity rates have prompted 16 countries to enact policies to reduce children’s exposure to unhealthy food marketing, but few policies address online advertising practices or protect adolescents from being targeted. Given adolescents spend so much time online, it is critical to understand how persuasive Instagram food advertisements (ads) are compared with traditional food ads. To strengthen online food marketing policies, more evidence is needed on whether social media ads are more persuasive than other types of ads in shaping adolescents’ preferences. Objective This study examined whether adolescents could identify food companies’ Instagram posts as ads, and the extent to which Instagram versus traditional food ads shape adolescents’ preferences. Methods In Part 1, participants aged 13-17 years (N=832) viewed 8 pairs of ads and were asked to identify which ads originated from Instagram. One ad in each pair was selected from traditional sources (eg, print; online banner ad), and the other ad was selected from Instagram, but we removed the Instagram frame—which includes the logo, comments, and “likes.” In Part 2, participants were randomized to rate food ads that ostensibly originated from (1) Instagram (ie, we photoshopped the Instagram frame onto ads); or (2) traditional sources. Unbeknownst to participants, half of the ads in their condition originated from Instagram and half originated from traditional sources. Results In Part 1, adolescents performed worse than chance when asked to identify Instagram ads (P<.001). In Part 2, there were no differences on 4 of 5 outcomes in the “labeled ad condition.” In the “unlabeled ad condition,” however, they preferred Instagram ads to traditional ads on 3 of 5 outcomes (ie, trendiness, P=.001; artistic appeal, P=.001; likeability, P=.001). Conclusions Adolescents incorrectly identified traditional ads as Instagram posts, suggesting the artistic appearance of social media ads may not be perceived as marketing. Further, the mere presence of Instagram features caused adolescents to rate food ads more positively than ads without Instagram features.

scholarly journals How Food Marketing on Instagram Shapes Adolescents’ Food Preferences: Online Randomized Trial (Preprint)

2021 ◽  
Author(s):  
Marie Bragg ◽  
Samina Lutfeali ◽  
Tenay Greene ◽  
Jessica Osterman ◽  
Madeline Dalton
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Food Preferences ◽  
The Other ◽  
Food Marketing ◽  
Traditional Food ◽  
Unhealthy Food ◽  
Food Advertisements ◽  
Mere Presence ◽  
Children’S Exposure

BACKGROUND Worldwide obesity rates have prompted 16 countries to enact policies to reduce children’s exposure to unhealthy food marketing, but few policies address online advertising practices or protect adolescents from being targeted. Given adolescents spend so much time online, it is critical to understand how persuasive Instagram food advertisements (ads) are compared with traditional food ads. To strengthen online food marketing policies, more evidence is needed on whether social media ads are more persuasive than other types of ads in shaping adolescents’ preferences. OBJECTIVE This study examined whether adolescents could identify food companies’ Instagram posts as ads, and the extent to which Instagram versus traditional food ads shape adolescents’ preferences. METHODS In Part 1, participants aged 13-17 years (N=832) viewed 8 pairs of ads and were asked to identify which ads originated from Instagram. One ad in each pair was selected from traditional sources (eg, print; online banner ad), and the other ad was selected from Instagram, but we removed the Instagram frame—which includes the logo, comments, and “likes.” In Part 2, participants were randomized to rate food ads that ostensibly originated from (1) Instagram (ie, we photoshopped the Instagram frame onto ads); or (2) traditional sources. Unbeknownst to participants, half of the ads in their condition originated from Instagram and half originated from traditional sources. RESULTS In Part 1, adolescents performed worse than chance when asked to identify Instagram ads (<i>P</i>&lt;.001). In Part 2, there were no differences on 4 of 5 outcomes in the “labeled ad condition.” In the “unlabeled ad condition,” however, they preferred Instagram ads to traditional ads on 3 of 5 outcomes (ie, trendiness, <i>P</i>=.001; artistic appeal, <i>P</i>=.001; likeability, <i>P</i>=.001). CONCLUSIONS Adolescents incorrectly identified traditional ads as Instagram posts, suggesting the artistic appearance of social media ads may not be perceived as marketing. Further, the mere presence of Instagram features caused adolescents to rate food ads more positively than ads without Instagram features.

Exposure to unhealthy food and beverage advertising during the school commute in Australia

2021 ◽  
pp. jech-2021-217032
Author(s):  
Gina Trapp ◽  
Paula Hooper ◽  
Lukar E Thornton ◽  
Kelly Kennington ◽  
Ainslie Sartori ◽  
...  
Keyword(s):  
Health Status ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Outdoor Advertising ◽  
Content Type ◽  
Marketing Environment ◽  
Dietary Behaviours ◽  
Food Advertisements ◽  
Food And Beverage ◽  
High Level

BackgroundFood marketing exposure has the potential to influence children’s dietary behaviours and health status, however, few studies have identified how ‘obesogenic’ the outdoor food marketing environment is along public transport (bus and/or train) or walking routes that children take to school.MethodsAudits of all outdoor advertisements present along likely train, bus and walking routes to 24 secondary schools (ie, 3 routes per school, 72 routes total) were conducted in Perth, Western Australia (WA). The size, content, type and setting of each advertisement were recorded in accordance with the International Network for Food and Obesity/non-communicable diseases Research, Monitoring and Action Support protocol for monitoring outdoor advertising.ResultsOf the 4016 total advertisements observed, almost half were for food (n=1754, 44%) and of these, 80% (n=1397) advertised discretionary (non-core) foods, and 8% (n=138) advertised healthy (core) foods. On average, commuting to school by train, bus and walking exposed Perth schoolchildren to 37.1, 22 and 4.5 discretionary (non-core) food ads per one-way trip to school, respectively.ConclusionsChildren living in Perth, WA experience a high level of exposure to unhealthy outdoor food advertisements during the school commute. Policies which restrict the placement and content of outdoor advertising, could be a useful strategy in the fight against childhood obesity.

scholarly journals Children’s Exposure to Television Food Advertising Contributes to Strong Brand Attachments

2019 ◽  
Vol 16 (13) ◽  
pp. 2358 ◽  
Author(s):  
Bridget Kelly ◽  
Emma Boyland ◽  
Lesley King ◽  
Adrian Bauman ◽  
Kathy Chapman ◽  
...  
Keyword(s):  
Television Viewing ◽  
Communicable Disease ◽  
Food Marketing ◽  
Viewing Time ◽  
Unhealthy Food ◽  
Cross Sectional ◽  
Food And Drink ◽  
Policy Priority ◽  
The Impact ◽  
Children’S Exposure

Children’s exposure to unhealthy food marketing is one factor contributing to childhood obesity. The impact of marketing on children’s weight likely occurs via a cascade pathway, through influences on children’s food brand awareness, emotional responses, purchasing and consumption. Thus, building emotional attachments to brands is a major marketing imperative. This study explored Australian children’s emotional attachments to food and drink brands and compared the strength of these attachments to their food marketing exposure, using television viewing as a proxy indicator. A cross-sectional face-to-face survey was conducted with 282 Australian children (8–12 years). Children were asked to indicate their agreement/disagreement with statements about their favourite food and drink brands, as an indicator of the strength and prominence of their brand attachments. Questions captured information about minutes/day of television viewing and the extent that they were exposed to advertising (watched live or did not skip through ads on recorded television). For those children who were exposed to advertisements, their age and commercial television viewing time had significant effects on food and drink brand attachments (p = 0.001). The development of brand attachments is an intermediary pathway through which marketing operates on behavioural and health outcomes. Reducing children’s exposure to unhealthy food marketing should be a policy priority for governments towards obesity and non-communicable disease prevention.

Food Advertising on Television Before and After a National Unhealthy Food Marketing Regulation in Chile, 2016–2017

2020 ◽  
Vol 110 (7) ◽  
pp. 1054-1059 ◽  
Author(s):  
Teresa Correa ◽  
Marcela Reyes ◽  
Lindsey Smith Taillie ◽  
Camila Corvalán ◽  
Francesca R. Dillman Carpentier
Keyword(s):  
Food Advertising ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Fruit And Vegetable ◽  
Breakfast Cereals ◽  
Saturated Fats ◽  
Food Advertisements ◽  
Before And After

Objectives. To study changes in food advertising on television after Chile’s food marketing restriction was implemented in June 2016. Methods. Food advertisements shown between 6 am and 12 am on the 4 primary broadcast and 4 cable channels with the largest Chilean youth audiences during 2 random weeks in April and May 2016 and 2017 were analyzed for product nutrition and child-directed marketing. Results. The percentage of ads for foods high in energy, saturated fats, sugars, or sodium (HEFSS) decreased from 41.9% before the regulation to 14.8% after the regulation (P < .001). This decrease occurred in programs intended for children (from 49.7% to 12.7%; P < .001) as well as general audiences (from 38.5% to 15.7%; P < .001). The largest declines were seen for sodas, desserts, breakfast cereals and industrialized fruit- and vegetable-flavored drinks. Fewer HEFSS ads featured child-directed content (a decrease from 44.0% to 12.0%; P < .001), and the remaining child-directed HEFSS ads primarily aired on internationally owned cable channels. Conclusions. The significant postregulation decrease in the prevalence of HEFSS television ads suggests that children in Chile are now less exposed to unhealthy food advertising. However, television originating from national and international outlets should still be monitored for compliance.

scholarly journals Magazines for children and young people and the links to Internet food marketing: a review of the extent and type of food advertising

2007 ◽  
Vol 10 (10) ◽  
pp. 1024-1031 ◽  
Author(s):  
Gill Cowburn ◽  
Anna Boxer
Keyword(s):  
Young People ◽  
Online Advertising ◽  
Descriptive Analysis ◽  
Food Advertising ◽  
Food Marketing ◽  
School Age ◽  
Healthy Foods ◽  
Children And Young People ◽  
Broadcast Media ◽  
Food Advertisements

AbstractObjectiveTo examine the nature of the link between food advertising in UK magazines aimed at children and young people and Internet food marketing, to establish whether consideration should be given to tightening existing controls.DesignA review and descriptive analysis of food advertising found in a sample of the top five magazine titles aimed at a range of ages of children and young people between November 2004 and August 2005 and of the Internet food marketing sites to which readers were directed.ResultsFood advertising appeared as ‘cover-mount’ free gifts and as part of the main bound issue. Children aged 6–10 years were the most frequent recipients of food-based free gifts, all of which were confectionery. No food advertising was found in magazines aimed at pre-school children and it formed a small percentage of total advertising in the magazines aimed at children of school age and above. Most food advertisements were for ‘less healthy’ foods, although advertisements for ‘healthier’ food products did appear infrequently. Almost half of food advertisements directed readers towards Internet food marketing sites. We found evidence that these sites are using at least some of the ‘marketing tricks’ which have been identified as a cause for concern.ConclusionsProposed restrictions on broadcast media may lead to more food advertising via other non-broadcast means. We suggest monitoring the effect of such changes in print and online advertising and that consideration be given to restricting marketing techniques used on websites aimed at children and young people.

scholarly journals The normative power of food promotions: Australian children’s attachments to unhealthy food brands

2016 ◽  
Vol 19 (16) ◽  
pp. 2940-2948 ◽  
Author(s):  
Bridget Kelly ◽  
Becky Freeman ◽  
Lesley King ◽  
Kathy Chapman ◽  
Louise A Baur ◽  
...  
Keyword(s):  
Online Survey ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Brand Associations ◽  
Cross Sectional ◽  
Brand Recognition ◽  
South Wales ◽  
Brand Affect ◽  
Children’S Exposure ◽  
Brand Personality Traits

AbstractObjectiveThe formation of food brand associations and attachment is fundamental to brand preferences, which influence purchases and consumption. Food promotions operate through a cascade of links, from brand recognition, to affect, and on to consumption. Frequent exposures to product promotions may establish social norms for products, reinforcing brand affect. These pathways signify potential mechanisms for how children’s exposure to unhealthy food promotions can contribute to poor diets. The present study explored children’s brand associations and attachments for major food brands.DesignA cross-sectional online survey was conducted. Fourteen study brands were used, with each child viewing a set of seven logos. The questionnaire assessed perceptions of food brands and perceptions of users of brands, using semantic differential scales, and perceived brand ‘personalities’, using Likert scales.SettingNew South Wales, Australia, October–November 2014.SubjectsChildren aged 10–16 years (n417).ResultsChildren demonstrated strong positive affect to certain brands, perceiving some unhealthy food brands to have positive attributes, desirable user traits and alignment to their own personality. Brand personality traits of ‘smart’ and ‘sporty’ were viewed as indicators of healthiness. Brands with these traits were ranked lower for popularity.ConclusionsChildren’s brand associations and attachments indicate the potential normative social influences of promotions. While children are aware of brand healthiness as an attribute, this competes with other brand associations, highlighting the challenge of health/nutrition messaging to counter unhealthy food marketing. Restricting children’s exposure to unhealthy food marketing and the persuasive nature of marketing is an important part of efforts to improve children’s diet-related health.

scholarly journals Food Marketing in an Obesogenic Environment: a Narrative Overview of the Potential of Healthy Food Promotion to Children and Adults

2020 ◽  
Vol 7 (4) ◽  
pp. 431-436 ◽  
Author(s):  
Frans Folkvord ◽  
Roel C. J. Hermans
Keyword(s):  
Vegetable Intake ◽  
Food Preferences ◽  
Dietary Behavior ◽  
Overweight And Obesity ◽  
Healthy Food ◽  
Food Marketing ◽  
Future Research ◽  
Unhealthy Food ◽  
Efficiency And Effectiveness ◽  
Underlying Mechanisms

Abstract Purpose of Review There is abundant evidence that food marketing influences children’s and adults’ food preferences and consumption. As such, exposure to unhealthy food marketing is a widely acknowledged risk factor contributing to the development of overweight and obesity. Less is known about the effects of healthy food promotion on people’s dietary behavior. This narrative review describes research from the past 5 years focused on the effects of healthy food marketing on children’s and adults’ food preferences and dietary intake. Our aim is to gain insight into the potential effects and mechanistic underpinnings of healthy food promotion, thereby building on existing knowledge on underlying mechanisms of the effectiveness of unhealthy food marketing. Recent Findings Only a small number of studies directly examined the effects of healthy food promotion on children’s and adults’ dietary behavior. Most studies targeted children’s fruit and/or vegetable intake and used a variety of marketing techniques, ranging from television adverts to social media influencer marketing. Six out of ten studies found a positive effect of healthy food promotion, indicating that healthy food marketing has the potential to influence dietary behavior. Summary Food marketing is highly effective in stimulating and reinforcing food consumption, in particular for energy-dense foods. Further investigation and experimentation into the efficiency and effectiveness of healthy food promotion are needed to determine how marketing techniques could be used to improve dietary behavior. The healthy food promotion model provides a framework for future research in this area.

scholarly journals Tracking Kids’ Food: Comparing the Nutritional Value and Marketing Appeals of Child-Targeted Supermarket Products Over Time

Nutrients ◽  
2019 ◽  
Vol 11 (8) ◽  
pp. 1850 ◽  
Author(s):  
Charlene Elliott
Keyword(s):  
Nutritional Quality ◽  
Dietary Habits ◽  
Food Preferences ◽  
Food Product ◽  
World Health ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Product Packaging ◽  
Health Organization ◽  
Over Time

Marketing unhealthy foods negatively impacts children’s food preferences, dietary habits and health, prompting calls for regulations that will help to create an “enabling” food environment for children. One powerful food marketing technique is product packaging, but little is known about the nature or quality of child-targeted food products over time. This study assesses how child-targeted supermarket foods in Canada have transformed with respect to nutritional profile and types of marketing appeals (that is, the power of such marketing). Products from 2009 (n = 354) and from 2017 (n = 374) were first evaluated and compared in light of two established nutritional criteria, and then compared in terms of marketing techniques on packages. Overall, child-targeted supermarket foods did not improve nutritionally over time: 88% of child-targeted products (across both datasets) would not be permitted to be marketed to children, according to the World Health Organization (WHO) criteria, and sugar levels remained consistently high. Despite this poor nutritional quality, the use of nutrition claims increased significantly over time, as did the use of cartoon characters and appealing fonts to attract children’s attention. Character licensing—using characters from entertainment companies—remained consistent. The findings reveal the critical need to consider packaging as part of the strategy for protecting children from unhealthy food marketing. Given the poor nutritional quality and appealing nature of child-oriented supermarket foods, food product packaging needs to be included in the WHO’s call to improve the restrictions on unhealthy food marketing to children.

scholarly journals Exploring the extent of digital food and beverage related content associated with a family-friendly event: a case study

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Ashley Amson ◽  
Lauren Remedios ◽  
Adena Pinto ◽  
Monique Potvin Kent
Keyword(s):  
Social Media ◽  
Fast Food ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Food Category ◽  
Obesity Epidemic ◽  
Family Friendly ◽  
Food And Beverage ◽  
Coding Manual

Abstract Background Exposure to unhealthy food and beverage content is a contributing factor to the obesity epidemic. Youth are susceptible to unhealthy digital food marketing including content shared by their peers, which can be as influential as commercial marketing. Current Canadian regulations do not consider the threat digital food marketing poses to health. No research to date has examined the prevalence of food related posts on social media surrounding family-friendly events. The aim of this study was to explore the frequency of food related content (including food marketing) and the marketing techniques employed in social media posts related to a family-friendly event in Canada. Methods In this case study, a content analysis of social media posts related to a family-friendly event on Facebook, Twitter, and Instagram was conducted between January to February 2019. Each post containing food related content was identified and categorized by source and food category using a coding manual. Marketing techniques found in each food related post were also assessed. Results A total of 732 food and beverage related posts were assessed. These posts were most commonly promoted through Instagram (n = 561, 76.6%) with significantly more individual users (61.5%; p < 0.05) generating food and beverage related content (n = 198, 27%) than other post sources. The top most featured food category was fast food (n = 328, 44.8%) followed by dine-in restaurants (n = 126, 17.2%). The most frequently observed marketing techniques included predominantly featuring a child in the post (n = 124, 16.9%; p < 0.0001), followed by products intended for children (n = 118, 16.1%; p < 0.05), and the presence of family (n = 57, 7.8%; p < 0.0001). Conclusions The present study highlights the proliferation of unhealthy food and beverage content by individuals at a family-friendly event as well as the presence of food marketing. Due to the unfettered advertising found in digital spaces, and that they are largely unregulated, it is important for future policies looking to combat childhood obesity to consider incorporating social media into their regulations to safeguard family-friendly events. General awareness on the implications of peer to peer sharing of unhealthy food and beverage posts should also be considered.

scholarly journals Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019

2021 ◽  
Author(s):  
Elise Pauzé ◽  
Monique Potvin Kent
Keyword(s):  
Fast Food ◽  
Soft Drinks ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Food Category ◽  
Snack Foods ◽  
Food Advertisements ◽  
Food And Beverage ◽  
Advertising Exposure ◽  
Children’S Exposure

Abstract Objective Exposure to unhealthy food advertising is a known determinant of children’s poor dietary behaviours. The purpose of this study was to quantify and characterize Canadian children’s exposure to food advertising on broadcast television and examine trends over time. Methods Objectively measured advertising exposure data for 19 food categories airing on 30 stations broadcast in Toronto were licenced for May 2011 and May 2019. Using ad ratings data, the average number of food advertisements viewed by children aged 2–11 years, overall, by food category and by type of television station (child-appealing, adolescent-appealing and generalist stations), was estimated per time period. Results In May 2019, children viewed an average of 136 food advertisements on television, 20% fewer than in May 2011. More than half of advertisements viewed in May 2019 promoted unhealthy food categories such as fast food (43% of exposure), candy (6%), chocolate (6%) and regular soft drinks (5%) and only 17% of their total exposure occurred on child-appealing stations. Between May 2011 and May 2019, children’s exposure increased the most, in absolute terms, for savory snack foods (+7.2 ad exposures/child), fast food (+5.4) and regular soft drinks (+5.3) with most of these increases occurring on generalist stations. Conclusion Canadian children are still exposed to advertisements promoting unhealthy food categories on television despite voluntary restrictions adopted by some food companies. Statutory restrictions should be adopted and designed such that children are effectively protected from unhealthy food advertising on both stations intended for general audiences and those appealing to younger audiences.

Sign in / Sign up

Export Citation Format

Share Document