Teaching children about good health? Halo effects in child‐directed advertisements for unhealthy food

Harris, Jennifer L.; Haraghey, K. S.; LoDolce, Megan E.; Semenza, N. L.

doi:10.1111/ijpo.12257

Cited by 29 publications

(23 citation statements)

References 23 publications

(29 reference statements)

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“…The influence of media advertising on children’s eating behaviour has been observed elsewhere ( 66 , 67 ) . Importantly, the finding that conferring ‘halo’ status impacted intake choices in the current research suggests that advertising can influence the perception of healthful eating behaviours and is consistent with other research ( 68 , 69 ) . Implications are twofold.…”

Section: Discussionsupporting

confidence: 91%

Adolescent perspectives of the recreational ice hockey food environment and influences on eating behaviour revealed through photovoice

Caswell

Hanning

2018

Public Health Nutr.

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Section: Discussionsupporting

confidence: 91%

Adolescent perspectives of the recreational ice hockey food environment and influences on eating behaviour revealed through photovoice

Caswell

Hanning

2018

Public Health Nutr.

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“…Notably, this was only one child reporting such a coping strategy. Food decisions made by children are asserted to be usually less motivated by health than adults [96], which is likely why the majority of children reported no such strategy. Another coping strategy reported to help children resist the effect of influencer marketing of HFSS products was to unsubscribe to YouTubers' channels, and so avoid future exposure.…”

Section: Theme 6: Children Feel Able To Resist Influencer Marketing Omentioning

confidence: 99%

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

Coates

Hardman

Halford

et al. 2020

IJERPH

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Exposure to influencer marketing of foods and beverages high in fat, sugar, and/or salt (HFSS) increases children’s immediate intake. This study qualitatively explored children’s understanding of, and attitudes towards, this marketing, to elucidate potential mechanisms through which exposure affects behavior. In six focus groups (n = 4) children (10–11 years) were shown a YouTube video featuring influencer marketing of an HFSS product. Inductive thematic analysis identified six themes from children’s discussions of this marketing: (1) YouTubers fill a gap in children’s lives, (2) the accessibility of YouTubers increases children’s understanding of their actions, (3) influencer marketing impacts all—the influencer, the brand, and the viewer, (4) attitudes towards influencer marketing are most affected by a YouTuber’s familiarity, (5) YouTuber influencer marketing is effective because they are not ‘strangers’, (6) children feel able to resist influencer marketing of HFSS products. Children had an understanding of the persuasive intent of this marketing, and although most were sceptical, familiar YouTubers elicited particularly sympathetic attitudes. Children felt affected by influencer marketing of HFSS products, but believed they were able to resist it. Beyond theoretical insight, this study adds to the growing body of evidence to suggest children’s exposure to HFSS influencer marketing should be reduced.

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“…Therefore, if advertising disclosures do raise awareness of the persuasive intent of marketing, in order to resist its effect, children must also be motivated to do so . Children describe enjoying engaging with digital marketing are less likely than adults to have health concerns and are more likely to make food choices based on taste . Therefore, they may not be motivated to resist HFSS digital food marketing even when they are aware of the exposure.…”

Section: Introductionmentioning

confidence: 99%

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

et al. 2019

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Summary Background Children are active on social media and consequently are exposed to new and subtle forms of food marketing. Objectives To examine whether exposure to a YouTube video featuring influencer marketing of an unhealthy snack affects children's ad libitum snack intake and whether inclusion of an advertising disclosure moderates this effect. Methods In a randomized between‐subjects design, 151 children (aged 9‐11 y; mean, 10.32 y ± 0.6) were exposed to influencer marketing of a non‐food product (n = 51), or an unhealthy snack with (n = 50) or without (n = 50) an advertising disclosure. Participants' ad libitum intake of the marketed snack and an alternative brand of the same snack was measured. Results Children exposed to food marketing with (P < .001, d = 1.40) and without (P < .001, d = 1.07) a disclosure consumed more (kcals) of the marketed snack relative to the alternative; the control did not differ (.186, d = 0.45). Consumption of the alterative brand did not differ across conditions (.287, ηp2 = .02). Children who viewed food marketing with a disclosure (and not those without) consumed 41% more of the marketed snack (.004, ηp2 = .06), compared with control. Conclusions Influencer marketing increases children's immediate intake of the promoted snack relative to an alternative brand. Advertising disclosures may enhance the effect.

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Teaching children about good health? Halo effects in child‐directed advertisements for unhealthy food

Abstract: Promoting healthy lifestyle messages in child-directed commercials for nutrient-poor food/drinks likely benefits brands by increasing products' perceived healthfulness, but these ads are unlikely to positively affect children's attitudes about health and nutrition.

Cited by 29 publications

References 23 publications

Adolescent perspectives of the recreational ice hockey food environment and influences on eating behaviour revealed through photovoice

Adolescent perspectives of the recreational ice hockey food environment and influences on eating behaviour revealed through photovoice

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

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