Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging

Mulligan, Christine; Kent, Monique Potvin; Vergeer, Laura; Christoforou, Anthea; L’Abbé, Mary R.

doi:10.3390/ijerph18094769

Cited by 14 publications

(22 citation statements)

References 62 publications

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“…The lack of research into the power of outdoor food marketing is most likely a result of the lack of established definitions and classifications for the powerful characteristics of marketing and in particular, child appeal of marketing [ 123 ]. The most frequent persuasive creative strategies identified across the twelve studies documenting power were premium offers, promotional characters, health claims, taste appeals and emotional appeals, similar to those identified in television food marketing [ 23 ].…”

Section: Discussionmentioning

confidence: 99%

A scoping review of outdoor food marketing: exposure, power and impacts on eating behaviour and health

et al. 2022

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Background There is convincing evidence that unhealthy food marketing is extensive on television and in digital media, uses powerful persuasive techniques, and impacts dietary choices and consumption, particularly in children. It is less clear whether this is also the case for outdoor food marketing. This review (i) identifies common criteria used to define outdoor food marketing, (ii) summarises research methodologies used, (iii) identifies available evidence on the exposure, power (i.e. persuasive creative strategies within marketing) and impact of outdoor food marketing on behaviour and health and (iv) identifies knowledge gaps and directions for future research. Methods A systematic search was conducted of Medline (Ovid), Scopus, Science Direct, Proquest, PsycINFO, CINAHL, PubMed, the Cochrane Database of Systematic Reviews, the Cochrane Central Register of Controlled Trials and a number of grey literature sources. Titles and abstracts were screened by one researcher. Relevant full texts were independently checked by two researchers against eligibility criteria. Results Fifty-three studies were conducted across twenty-one countries. The majority of studies (n = 39) were conducted in high-income countries. All measured the extent of exposure to outdoor food marketing, twelve also assessed power and three measured impact on behavioural or health outcomes. Criteria used to define outdoor food marketing and methodologies adopted were highly variable across studies. Almost a quarter of advertisements across all studies were for food (mean of 22.1%) and the majority of advertised foods were unhealthy (mean of 63%). The evidence on differences in exposure by SES is heterogenous, which makes it difficult to draw conclusions, however the research suggests that ethnic minority groups have a higher likelihood of exposure to food marketing outdoors. The most frequent persuasive creative strategies were premium offers and use of characters. There was limited evidence on the relationship between exposure to outdoor food marketing and eating behaviour or health outcomes. Conclusions This review highlights the extent of unhealthy outdoor food marketing globally and the powerful methods used within this marketing. There is a need for consistency in defining and measuring outdoor food marketing to enable comparison across time and place. Future research should attempt to measure direct impacts on behaviour and health.

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Section: Discussionmentioning

confidence: 99%

A scoping review of outdoor food marketing: exposure, power and impacts on eating behaviour and health

et al. 2022

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“…in colour, flavour, shape, or name [ 72 ]. In addition, the more different things were included on packaging increased the ‘interestingness’ of the product, and therefore its child-appeal [ 72 ]. Teens, on the other hand, may be drawn to elements like visual style (e.g.…”

Section: Discussionmentioning

confidence: 99%

“…[71] However, it has been argued that definitions of child-appeal should also include design elements like shapes, colours and sound. Mulligan et al (2021) found that children were drawn to packaging that were perceived as 'fun' , 'cool' , 'exciting' or 'interesting'; this included the concept of food or beverages being 'unconventional' , e.g. in colour, flavour, shape, or name [72].…”

Section: Implications For Mandatory Regulationmentioning

confidence: 99%

“…Mulligan et al (2021) found that children were drawn to packaging that were perceived as 'fun' , 'cool' , 'exciting' or 'interesting'; this included the concept of food or beverages being 'unconventional' , e.g. in colour, flavour, shape, or name [72]. In addition, the more different things were included on packaging increased the 'interestingness' of the product, and therefore its child-appeal [72].…”

Section: Implications For Mandatory Regulationmentioning

confidence: 99%

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Unhealthy food and beverage marketing to children on digital platforms in Aotearoa, New Zealand

et al. 2022

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Background Children’s exposure to unhealthy food and beverage marketing has a direct impact on their dietary preference for, and consumption of, unhealthy food and drinks. Most children spend time online, yet marketing restrictions for this medium have had slow uptake globally. A voluntary Children’s and Young People’s Advertising (CYPA) Code was implemented in Aotearoa, New Zealand (NZ) in 2017. This study explores the Code’s limitations in protecting children from harmful food and beverage marketing practices on digital platforms accessible to children. Methods A cross-sectional content analysis of company websites (n = 64), Facebook pages (n = 32), and YouTube channels (n = 15) of the most popular food and beverage brands was conducted between 2019 and 2021 in NZ. Brands were selected based on market share, web traffic analysis and consumer engagement (Facebook page ‘Likes’ and YouTube page views). Analysis focused on volume and type of food posts/videos, level of consumer interaction, nutritional quality of foods pictured (based on two different nutrient profile models), and use of specific persuasive marketing techniques. Results Eighty-one percent of websites (n = 52) featured marketing of unhealthy food and beverages. Thirty-five percent of websites featuring unhealthy food and beverages used promotional strategies positioning their products as ‘for kids’; a further 13% used ‘family-oriented’ messaging. Several websites featuring unhealthy products also had designated sections for children, ‘advergaming,’ or direct messaging to children. Eighty-five percent of all food and drink company Facebook posts and YouTube videos were classified as unhealthy. Twenty-eight percent of Facebook posts for unhealthy products featured persuasive promotional strategies, and 39% premium offers. Nearly 30% of YouTube videos for unhealthy food and beverages featured promotional strategies, and 13% premium offers. Ten percent of Facebook posts and 13% of YouTube videos of unhealthy food and beverages used marketing techniques specifically targeting children and young people. Conclusions The voluntary CYPA Code has been in effect since 2017, but the inherent limitations and loopholes in the Code mean companies continue to market unhealthy food and beverages in ways that appeal to children even if they have committed to the Code. Comprehensive and mandatory regulation would help protect children from exposure to harmful marketing.

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“…Among its various objectives, it seeks, through different management techniques, to capture the desired target’s attention and interest to improve sales opportunities ( 1 ). This is true for food products aimed specifically at children ( 2 ). The food industry is one of the most active marketing tools, as it operates on a saturated and competitive market ( 3 ).…”

Section: Introductionmentioning

confidence: 99%

The effect of food packaging elements on children’s food choices and intake: A systematic review

et al. 2022

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Little can be added about the worldwide concern over the exponential increase in obesity and child overweight problems. Much of the unhealthy eating habits occur at the time of food choice. The enormous influence of marketing strategies in general, and packaging in particular, has been highlighted here. In this respect, public policies that tend to direct choices toward healthier options have been developed. However, the usefulness of such policies will depend on evidence of how different packaging elements can influence children. This systematic review (SR) aims to compile the knowledge available to date on the influence of packaging on food choices and eating behaviours in children. Methodologically, the Preferred Reporting Items for Systematic Reviews (PRISMA) guidelines have been followed to select papers. We also assessed the risk of bias in the studies analysed using the Newcastle-Ottawa Quality Assessment Scale (NOS). The initial search strategy found 2,627 articles, although only 20 of them met the eligibility criteria. Data from the studies were extracted, categorised, and analysed. The results indicate that most of the packaging elements have some effect on children’s food choices or food intake. The use of Cartoon is the element with the most consistent evidence of influence. Despite the number of studies and public initiatives developed to promote this informative and persuasive element, less consistency has been found regarding the effect of Nutrition Labelling. Therefore, the results found should be considered by both governments and organisations when promoting public policies that work for the wellbeing of children.

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Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging

Cited by 14 publications

References 62 publications

A scoping review of outdoor food marketing: exposure, power and impacts on eating behaviour and health

A scoping review of outdoor food marketing: exposure, power and impacts on eating behaviour and health

Unhealthy food and beverage marketing to children on digital platforms in Aotearoa, New Zealand

The effect of food packaging elements on children’s food choices and intake: A systematic review

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