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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...
Context in source publication
Context 1
... community events were attended, with between 5 and 30 children interviewed at each event (n = 282). Just over half of the sample was made up of girls, with a mean age of 10 years (standard deviation (S.D.) = 1.4) ( Table 2) More than 90% of participants were from low and medium socio-economic status (S.E.S.) areas. ...Citations
... Greater attentional bias toward the advertisements was associated with greater snack food intake (46). Exposure to advertisements showing branded food items has been found to significantly increase brand attachment, which is an emotional connection to the brand that often relates to the identity of the consumer (47,48). Brand attachment is a strong predictor of purchasing behavior (49). ...
Digital marketing to children, teens, and adults contributes to substantial exposure to cues and persuasive messages that drive the overconsumption of energy dense foods and sugary beverages. Previous food marketing research has focused on traditional media, but less is known about how marketing techniques translate within digital platforms, such as social media, livestreaming, and gaming. Building upon previous theories and models, we propose a new model entitled food and beverage cues in digital marketing (FBCDM). The FBCDM model specifies key marking elements and marketing integration strategies that are common on digital platforms and are hypothesized to enhance the effects of advertising and incentive sensitization process. FBCDM also categorizes measurable outcomes into three domains that include brand, food, and social outcomes. Additionally, repeated marketing exposure and the resulting outcomes are hypothesized to have long term consequences related to consumer markets, consumption behavior, culture, and health. We include a discussion of what is currently known about digital marketing exposure within the outcome domains, and we highlight gaps in research including the long-term consequences of digital marketing exposure. The FBCDM model provides a conceptual framework to guide future research to examine the digital marketing of food and beverages to children and adolescents in order to inform government and industry policies that restrict the aggressive marketing of products associated with obesity and adverse diet related outcomes.
... No entanto, a exposição à publicidade aumentou quase duas vezes o risco de consumo de McDonald's entre as crianças quando os pais consumiram FF com menos frequência (<mensalmente) (tabela 1).Emond et al. (2019) aproveitaram os dados do estudo analisado no parágrafo anterior e publicaram outro artigo na temática, onde os principais resultados foram que as crianças com exposição publicitária de cereais matinais com alto teor de açúcar nos últimos 7 dias em qualquer avaliação no passado ou exposição recente e passada combinadas tiveram um risco aumentado de ingestão de cereais matinais com alto teor de açúcar específicos da marca. A diferença de risco absoluto da ingestão de cereais matinais com alto teor de açúcar pelas crianças devido à exposição a anúncios de TV de cereais matinais com alto teor de açúcar variou de acordo com a marca (tabela 1).Kelly et al. (2019) aplicaram uma pesquisa transversal presencial com 282 crianças australianas (8-12 anos). Na metodologia, foi solicitado às crianças que indicassem a sua concordância/discordância com afirmações sobre as suas marcas favoritas de alimentos e bebidas, indicando a força e a proeminência dos seus apegos à marca. ...
A infância é a primeira fase da vida, que se estende desde o nascimento até os 12 anos de idade incompletos. O marketing é definido como um conjunto de estratégias utilizado para criar ou explorar determinado produto, com o objetivo de atender às necessidades do cliente e gerar lucros. A promoção da saúde e do bem-estar das crianças configura-se como uma estratégia eficaz, uma vez que as experiências vivenciadas nessa fase da vida são capazes de moldar os comportamentos alimentares. Sendo assim, o objetivo deste estudo é elaborar uma revisão sistemática sobre a influência do marketing no comportamento alimentar de crianças. Para isso, adotou-se a metodologia PRISMA, a qual se baseia em relatar os principais itens de um tópico de interesse em revisões sistemáticas e meta-análises. Na etapa de busca de artigos científicos, foram encontradas 318 publicações, das quais 305 foram excluídas por não estarem em conformidade com os critérios de inclusão estabelecidos. Ao final, 13 artigos foram incluídos neste estudo. Através dos resultados e discussão, concluímos que a influência do marketing na alimentação infantil é uma temática importante, devido à publicidade ilegal e propagandas problemáticas utilizadas por empresas alimentícias para atrair esse público, levando-o a consumir produtos ultraprocessados. Isso faz com que sua alimentação possua uma qualidade nutricional baixa e preocupante, além de interferir diretamente no desenvolvimento do hábito alimentar de crianças ao redor do mundo.
... Page 6 of 30 Wiedenroth and Otter Agricultural and Food Economics (2022) 10:31 Concerning rich media channels, marketing channels other than social media platforms have also been linked to a change in consumers' food quality perception. For example, television ads influence the brand attachment of food products and lead to a change in consumers' credence and intrinsic quality attribute awareness (Boyland et al. 2016;Cairns 2019;Kelly et al. 2019). Likewise, and in line with our research objective, similar observations have been made for social media platforms (Dunlop, Freeman, and Jones 2016). ...
Social media marketing is a promising tool for successful product placement of new healthy luxury food products, a subcategory of superfoods. Despite its growing popularity, no studies have investigated how social media marketing affects consumers’ quality perception process for such superfoods and whether this provides opportunities for farmers to gain a competitive advantage in direct marketing channels. Therefore, we integrate media richness theory into the food quality guidance model, compile a data set of 697 German fruit consumers from May to June 2020, and analyze this sample via partial least square analysis. Results show that social media marketing is a viable tool for new healthy luxury food products if media content is highly experience providing. Furthermore, it offers opportunities for the formation of shorter food supply chains as farmers could, through the provision of engaging social media marketing content, sell new healthy luxury food products directly to the final consumer. This research provides implications to farmers, retailers and policy makers to exploit the social media marketing potential of new healthy luxury food products.
... As a result, exposure to food advertising is considered a risk factor for childhood obesity because children may be unable to understand the selling or persuasive intent of advertising [28]. Further, food advertisements that target children are uniquely designed to influence children's food brand awareness and create brand attachment by tailoring the brand attributes to exploit hedonic and emotional responses in children [59]. It should be noted that most studies from our meta-analysis did not look at postexperimental food consumption or future unhealthy weight gain. ...
Background
Food advertisements are ubiquitous in our daily environment. However, the relationships between exposure to food advertising and outcomes related to ingestive behavior require further investigation.
Objective
The objective was to conduct a systematic review and meta-analysis of behavioral and neural responses to food advertising in experimental studies.
Methods
PubMed, Web of Science, and Scopus were searched for articles published from January 2014 to November 2021 using a search strategy following PRISMA guidelines. Experimental studies conducted with human participants were included. A random-effects inverse-variance meta-analysis was performed on standardized mean differences (SMD) of food intake (behavioral outcome) between the food advertisement and non-food advertisement conditions of each study. Subgroup analyses were performed by age, BMI group, study design, and advertising media type. A seed-based d mapping (SDM) meta-analysis of neuroimaging studies was performed to evaluate neural activity between experimental conditions.
Results
Nineteen articles were eligible for inclusion, 13 for food intake (n= 1303) and six for neural activity (n= 303). The pooled analysis of food intake revealed small, but statistically significant, effects of increased intake after viewing food advertising compared to the control condition among adults and children (Adult SMD: 0.16; 95% CI: 0.03, 0.28; P = 0.01; I² = 0.0%; 95% CI: 0.0%, 95.0%; Children SMD: 0.25; 95% CI: 0.14, 0.37; P < 0.0001; I² = 60.4%; 95% CI: 25.6%, 79.0%). The neuroimaging studies involved children only, and the pooled analysis corrected for multiple comparisons identified one significant cluster, the middle occipital gyrus, with increased activity following food advertising exposure compared to the control condition (peak coordinates: 30, −86, 12; Z-value: 6.301, size: 226 voxels; P < 0.001).
Conclusions
These findings suggest that acute exposure to food advertising increases food intake among children and adults and that the middle occipital gyrus is an implicated brain region among children. (PROSPERO registration: CRD42022311357)
Statement of significance
This systematic review and meta-analysis of neurobehavioral responses to food advertising indicated a statistically significant overall pooled effect of food advertising on food intake among both children and adults. This is a novel and relevant finding as previous work has only detected an effect of food advertising on food intake among children.
... Fatores variados, como o desenvolvimento cognitivo, o nível de interação com os meios de comunicação e a influência da escola são relevantes para que as crianças reconheçam e percebam a diferença entre as mensagens e os programas ofertados, discernindo sobre o que é propaganda do que não é (McNEAL, 1992). Neste sentido, para as crianças expostas a anúncios televisivos de alimentos, a idade (inversamente proporcional) e o tempo de exibição (diretamente proporcional) têm efeitos significativos sobre os apegos de marcas de alimentos e bebidas, sendo este, um caminho intermediário por meio do qual o marketing opera nos resultados comportamentais (KELLY et al., 2019). ...
O tipo de mídia mais comum usado para atingir o público infantil é a televisão, e é por este meio que as empresas procuram conquistar mais consumidores infantis e conservá-los fiéis à marca, principalmente no que diz respeito a alimentos, sendo este o campo de estudo da presente pesquisa, a qual teve por objetivo identificar os fatores determinantes da influência da propaganda televisiva de alimentos no comportamento do consumidor infantil. Para tanto, foi conduzida uma pesquisa empírica, de caráter quantitativo-descritivo, com 283 crianças, de ambos os sexos, com idade entre 7 e 11 anos, devidamente autorizadas a responder um questionário estruturado adaptado para crianças. Para a análise dos dados foi utilizada Estatística descritiva, Teste Qui-quadrado e Regressão Logística Binária. Através destes, foi possível a criação de um modelo estatístico, que que revela que, quanto mais as crianças concordam que a propaganda na televisão tem intenção de persuadir, mais elas podem ser influenciadas por esse tipo de mídia; também, quanto mais as crianças concordam que a propaganda na televisão tem intenção de entreter, mais a propaganda as influencia e; quanto maior o desejo evidente de compra após assistir à propaganda, mais a criança pode ser influenciada.
... Marketing effectiveness not only depends on exposure but also on the power of marketing to increase product appeal and consumption. Some examples of persuasive marketing strategies that increase the power of marketing to children include brand mascots (e.g., Tony the Tiger), licensed characters (e.g., from movies and television shows) (6), and premium offers (e.g., giveaways, collectibles) (16,17). Many marketing strategies also likely appeal to adults, such as nutritional and health claims (18); however, there is scant research examining adults' exposure to and the impacts of such techniques. ...
... The most prevalent marketing strategies reported were exposure to brand and licensed characters. Brand characters are developed to strengthen loyalty between the consumer and the brand (17); that brand loyalty is likely to last and be passed down from parents to their children (30,31). ...
Background:
Food marketing increases product appeal, purchasing and consumption, using diverse strategies and locations to reach consumers.
Objectives:
The aim of this study was to examine differences in adults' self-reported exposure to various marketing strategies (brand and licensed characters, celebrities, sponsorship of sports and cultural events) and locations (television, radio, digital media) across five countries: Australia, Canada, Mexico, the United Kingdom (UK), and the United States (US).
Methods:
We analyzed cross-sectional survey data on self-reported exposure to food marketing strategies and locations collected in 2018 by the International Food Policy Study (IFPS). Participants (n = 21,678) aged ≥ 18 years completed an online survey. Exposure to unhealthy food marketing strategies and locations in the last 30 days were self-reported. Regression models examined differences in marketing exposure and locations across countries.
Results:
The average number of unhealthy food marketing strategies to which participants reported being exposed ranged from 0.5 in the UK to 2.3 in Mexico. Self-reported exposure to strategies across all countries was highest for brand characters (32%), followed by licensed characters (22%). In total, the reported mean exposure of marketing locations was 1.6 in the last month. Television was the most prevalent location (44%), followed by digital marketing (32%). Adjusted models indicated that the odds of reporting exposure to marketing strategies and marketing locations was higher for Mexico compared to the rest of the countries.
Conclusions:
Adults report a variety of exposures to unhealthy food marketing in all countries, but exposure was highest in Mexico. Special attention should be paid to regulating marketing strategies such as brand characters, licensed characters, and locations such as television, and digital marketing.
... theme of taste, and the emotional appeal of fun; while companies' mascots and entertainment companies' media characters were found to exert a powerful influence on children's food preferences, choices, and intake, especially for EDNP foods and induced brand attachment.[45][46][47] Several of the campaigns reviewed here used health messages, including when advertising products not currently permitted to be marketed to children and promoting unhealthy items as healthy, although the industry states that they "are committed to marketing their products in a responsible way."26 Kelly et al. 11 examined children's TV advertising exposure to healthy and unhealthy products in 22 countries between 2008 and 2017 using the WHO NP Model. ...
Placing limitations on advertising of food and non-alcoholic drinks to children is an effective strategy in addressing childhood obesity. The industry maintains that further restrictions are unnecessary. A total of 117 case studies (1980-2016) published by the advertising industry which evaluate the effects of advertising campaigns were reviewed. This industry data source had been previously used to analyse the effects of alcohol advertising campaigns. The nutrition profile of the products was assessed by applying the WHO Nutrition Profile model designed to restrict the marketing of foods and beverages to children. The results of this narrative content synthesis demonstrate that food and drink industry advertising campaigns target specific consumers including children, use several persuasive marketing techniques (utilising celebrities and gamification), often position unhealthy products as healthy, and lead to increased sales of the advertised product with good returns on investment. The health-related claims made, and aspects of the campaigns related to the marketing of the products to children are summarized. In conclusion, this analysis, based on internal industry data, presents important evidence on the effects of advertising on consumption-related outcomes and the mechanisms by which they are achieved.
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... Evidence demonstrates that acute exposure to food advertising influences dietary choices (Chandon and Wansink, 2012;Dixon et al., 2014) and increases food intake among children (Boyland et al., 2016). Among the adolescents and adults, advertising builds substantial brand awareness, particularly for fast/junk food (Kelly et al., 2019). Thus, mass media marketing communications (Murukutla et al., 2020) as well as social media campaigns with an omnipresence focus in marketing (Vassallo et al., 2018) have been utilised as a form of large scale intervention on a regional or national scale. ...
... While the impact of mass media advertising and public health campaigns have proven effective in sustaining prevention efforts, the process of developing the type of health communication messages sent to consumers is still regarded as complex, yet an important one (Boyland et al., 2016;Kelly et al., 2019;Murukutla et al., 2020). This is primarily because individuals will tend to process health messages differently based on their knowledge and beliefs on a particular health topic or issue (Gomez, Borges and Pechmann, 2013). ...
... This is primarily because individuals will tend to process health messages differently based on their knowledge and beliefs on a particular health topic or issue (Gomez, Borges and Pechmann, 2013). Furthermore, only a handful of research studies (Boyland et al., 2016;Cui et al., 2019;Gomez, Borges and Pechmann, 2013;Hayes, 2013;Kelly et al., 2019) are conducted to understand how individuals would interact with different types of outcome expectations to determine their intention to adopt a positive behavioural change. As such, it is important to understand the cognitive mechanisms which drive individual differences to reduce consumption of junk food as a result of different health communication and messages. ...
The purpose of this research is to examine: (1) the health-related factors namely perceived health consciousness and perceived risk that motivate a person's intention to avoid junk food consumption, and (2) the influence of regulatory focus (promotion vs prevention foci) on a person's intention to avoid junk food consumption under the conditions of gain-framing vs loss-framing health communication and messages. A set of hypotheses are tested across three studies. Study 1 (n = 148) shows that regulatory focus influences the consumers' intention to avoid junk food. Also, health consciousness mediates the relationship between regulatory focus and junk food avoidance intention. Study 2 (n = 132) finds that perceived risk amplifies the relationship between regulatory focus and health consciousness. Study 3 (n = 168) demonstrates that message framing combined with the appropriate regulatory focus positively influences the consumers' intention to avoid junk food. The findings validate and extend the current theoretical framework in relation to unhealthy eating behaviours (e.g., junk food consumption). Based on the findings of this research, the practitioners can utilise the correct type of health information or claims for the appropriate consumer segment (whether prevention or promotion foci) to effectively implement campaigns and programs.
... Coincident with the 1970s concern over widespread apathy for truth, scholars showed equal concern with what was described as Western culture imperialism-global spread of Western consumerism and narcissism channeled through the power of the media industrial complex and "public relations"; corroding authentic values and the social fabric, while steamrolling or appropriating local indigenous and minority cultures in its path [93][94][95]. Today, volumes of research shows that children are particularly vulnerable to the "branded identities" and culture of consumption shaped by marketers [96][97][98]. [99].While the film has been labeled as propaganda in some quarters, others counter that the seemingly coordinated criticism of the film by "green" billionaires (heavily invested in the tandem of renewables, multinational brokers of unhealthy product and neoliberalism as a guiding ideology) is propaganda [100]perfecting illustrating the times in which we live. As correctly stated by activist-scientist Vanda Shiva, in the film, "the big crisis of our times is that our minds have been manipulated to give power to illusions. ...
The term “Anthropocene Syndrome” describes the wicked interrelated challenges of our time. These include, but are not limited to, unacceptable poverty (of both income and opportunity), grotesque biodiversity losses, climate change, environmental degradation, resource depletion, the global burden of non-communicable diseases (NCDs), health inequalities, social injustices, the spread of ultra-processed foods, consumerism and incivility in tandem with a diminished emphasis on the greater potential of humankind, efforts toward unity, or the value of fulfilment and flourishing of all humankind. Planetary health is a concept that recognizes the interdependent vitality of all natural and anthropogenic ecosystems—social, political and otherwise; it blurs the artificial lines between health at scales of person, place and planet. Promoting planetary health requires addressing the underlying pathology of “Anthropocene Syndrome” and the deeper value systems and power dynamics that promote its various signs and symptoms. Here, we focus on misinformation as a toxin that maintains the syndromic status quo—rapid dissemination of falsehoods and dark conspiracies on social media, fake news, alternative facts and medical misinformation described by the World Health Organization as an “infodemic”. In the context of planetary health, we explore the historical antecedents of this “infodemic” and underscore an urgent need to remediate the misinformation mess. It is our contention that education (especially in early life) emphasizing mindfulness and understanding of the mechanisms by which propaganda is spread (and unhealthy products are marketed) is essential. We expand the discourse on positive social contagion and argue that empowerment through education can help lead to an information transformation with the aim of flourishing along every link in the person, place and planet continuum.
... Nevertheless, the fact that marketing awareness has any association with weekly consumption of HFSS foods suggests that it must play either an initiating or reinforcing role. Focusing solely on the direct association with consumption also underestimates the sophisticated influence marketing has, for example, on normative beliefs and perceived norms, brand attitudes and encouraging market shifts from non-HFSS foods or HFSS alternatives (16)(17)(18)(33)(34)(35)(36)(37)(38)(39) . ...
... Examining aggregate awareness across all marketing activities also does not account for the influence and salience of branding, nor how the design and creativity of marketing may shape consumer reactions. Further scrutiny of brand-specific exposure and young people's own perceptions of how different marketing activities and branding shapes consumption of HFSS foods are important avenues for future research (37)(38)(39) . ...
Objective
Exposure to marketing for foods high in fat, salt or sugar (HFSS) reportedly influences consumption, nutritional knowledge and diet-related health among adolescents. In 2018/2019, the UK government held two consultations about introducing new restrictions on marketing for HFSS foods. To reinforce why these restrictions are needed, we examined adolescents’ awareness of marketing for HFSS foods, and the association between past month awareness and weekly HFSS food consumption.
Design
Cross-sectional survey that measured past month awareness of ten marketing activities for HFSS foods (1 = everyday; 6 = not in last month). Frequencies were converted into aggregate past month awareness across marketing activities and grouped into three categories (low/medium/high). Consumption was self-reported for fifteen foods (twelve HFSS) (1 = few times/d; 9 = never). For each food, frequency was divided into higher/lower weekly consumption.
Setting
United Kingdom.
Participants
11–19-year-olds ( n 3348).
Results
Most adolescents (90·8 %) reported awareness of a least one marketing activity for HFSS foods, and at least half reported seeing ≥70 instances in the past month. Television, social media and price offers were the marketing activities most frequently reported. Awareness was associated with higher weekly consumption for ten of the twelve HFSS foods. For example, those reporting medium marketing awareness were 1·5 times more likely to report higher weekly consumption of cakes/biscuits compared with those reporting low awareness (AOR = 1·51, P = 0·012). The likelihood of higher weekly HFSS food consumption increased relative to the level of marketing awareness.
Conclusions
Assuming there is a causal relationship between marketing awareness and consumption, the restrictions proposed by the UK government are likely to help reduce HFSS consumption.
