Food and Beverage Marketing to Youth

Cheyne, Andrew; Mejia, Pamela; Nixon, Laura; Dorfman, Lori

doi:10.1007/s13679-014-0122-y

Cited by 17 publications

(12 citation statements)

References 77 publications

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“…Most commonly, this content appears to be solicited through hashtag campaigns that encourage social media users to create and post branded content on social media. The public health literature, while offering extensive coverage of corporate advertising on social media, 11 – 14 and increasingly considering the public health relevance of UGC, 15 , 16 has yet to fully explore the intersections of corporate campaigns and UGC on social media. For example, a recent study of food advertising on Facebook by Freeman et al.…”

Section: Introductionmentioning

confidence: 99%

Mobilizing social media users to become advertisers: Corporate hashtag campaigns as a public health concern

Laestadius

Wahl

2017

DIGITAL HEALTH

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ObjectiveWith the growing popularity of social media, corporate marketers are increasingly launching hashtag campaigns to encourage consumers to create branded user-generated content on their behalves. If successful, these campaigns may expand the reach of harmful marketing messages and capitalize on peer-effects among adolescents. To shed light on these novel corporate campaigns, we performed a case study of the user-generated Instagram content created in response to a hashtag campaign promoting the quick-service restaurant Kentucky Fried Chicken (KFC).MethodsWe performed a content analysis of one week’s worth of user-generated Instagram posts created with the hashtag #HowDoYouKFC between 24 April 2015–1 May 2015. Posts were coded to discern: (a) relevance to KFC as a brand and/or food; (b) themes in the post, (c) the content of images/videos, and (d) overall sentiment toward KFC. Posts that were deleted or made private during the study period were removed. Descriptive statistics were calculated to discern trends in post content.ResultsInstagram users created 196 posts with #HowDoYouKFC during the study period. After removing irrelevant and deleted/private posts, analysis of the 128 remaining user-generated posts revealed that 45% of posts were explicitly positive toward KFC and 39% lacked a specific stance or emotion related to KFC. Of the posts, 55% depicted KFC chicken and 65% included depictions of the brand hashtag on food packaging.ConclusionsFindings indicate that corporations are successfully converting individual social media users into positive advertisers for harmful products. Novel efforts are needed to counter corporate user-generated content campaigns.

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Section: Introductionmentioning

confidence: 99%

Mobilizing social media users to become advertisers: Corporate hashtag campaigns as a public health concern

Laestadius

Wahl

2017

DIGITAL HEALTH

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“…Marketing of foods and beverages that are unhealthy (i.e. high in saturated fat, sugar and/or sodium) to children and adolescents has received particular attention from researchers, public health advocates, and regulatory agencies as a probable contributor to the increased prevalence of childhood obesity (Federal Trade Commission, Centers for Disease Control and Prevention et al, 2011; Kraak, Story et al, 2011; Cheyne, Gonzalez et al, 2013; Powell, Schermbeck et al, 2011; Federal Trade Commission, 2012; Institute of Medicine, 2006; Center for Science in the Public Interest, 2010). Exposure to food-related television advertising is associated with children’s purchase requests, consumption patterns and adiposity (Chou, Rashad et al, 2008; Institute of Medicine, 2006; Andreyeva, Kelly et al, 2011).…”

Section: Introductionmentioning

confidence: 99%

Racial/ethnic and income disparities in child and adolescent exposure to food and beverage television ads across the U.S. media markets

2014

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Obesity prevalence and related health burdens are greater among U.S. racial/ethnic minority and low-income populations. Targeted advertising may contribute to disparities. Designated market area (DMA) spot television ratings were used to assess geographic differences in child/adolescent exposure to food-related advertisements based on DMA-level racial/ethnic and income characteristics. Controlling for unobserved DMA-level factors and time trends, child/adolescent exposure to food-related ads, particularly for sugar-sweetened beverages and fast-food restaurants, was significantly higher in areas with higher proportions of black children/adolescents and lower-income households. Geographically targeted TV ads are important to consider when assessing obesity-promoting influences in black and low-income neighborhoods.

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“…12 Despite these pledges, studies found marginal improvements in the overall marketing environment aimed at children, particularly nutritional content of marketed foods. 13-19 A 2010 White House Task Force on Childhood Obesity report and a 2012 IOM report noted this limited progress and the need for stronger standards to improve food marketing to children. 20,21 …”

Section: Introductionmentioning

confidence: 99%

Food Marketing Expenditures Aimed at Youth

Powell¹,

Harris²,

Fox³

2013

American Journal of Preventive Medicine

136

111

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In response to concerns about childhood obesity, the Federal Trade Commission (FTC) released two reports documenting food and beverage marketing expenditures to children and adolescents. The recently released 2012 report found an inflation-adjusted 19.5% reduction in marketing expenditures targeted to youth from $2.1 billion in 2006 to $1.8 billion in 2009. The current article highlights features of the FTC’s analysis, examines how expenditures relate to youth exposure to food marketing, and assesses changes in the nutritional content of marketed products. Of the $304.0 million decline in expenditures, $117.8 million (38.7%) was from a decline in premium (i.e., restaurant children’s meal toys) expenditures rather than direct marketing. Although inflation-adjusted TV expenditures fell by 19.4%, children and teens still see 12–16 TV advertisements (ads)/day for products generally high in saturated fat, sugar or sodium. In addition, newer digital forms of unhealthy food and beverage marketing to youths are increasing; the FTC reported an inflation-adjusted 50.7% increase in new media marketing expenditures. The self-regulatory Children’s Food and Beverage Advertising Initiative (CFBAI) is limited in scope and effectiveness: expenditures increased for many noncovered marketing techniques (i.e., product placement, movie/video, cross-promotion licenses, athletic sponsorship, celebrity fees, events, philanthropy, and other); only two restaurants are members of CFBAI, and nonpremium restaurant marketing expenditures were up by $86.0 million (22.5% inflation-adjusted increase); industry pledges do not protect children aged >11 years, and some marketing appears to have shifted to older children; and, nutritional content remains poor. Continued monitoring of and improvements to food marketing to youth are needed.

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Food and Beverage Marketing to Youth

Cited by 17 publications

References 77 publications

Mobilizing social media users to become advertisers: Corporate hashtag campaigns as a public health concern

Mobilizing social media users to become advertisers: Corporate hashtag campaigns as a public health concern

Racial/ethnic and income disparities in child and adolescent exposure to food and beverage television ads across the U.S. media markets

Food Marketing Expenditures Aimed at Youth

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