Examining Social-Media Marketing of Foods and Beverages that Targets Children and Adolescents and the Impact on Nutrition Decisions
Food and beverage marketing to youth using social media has grown dramatically, with the leading companies pioneering digital practices that are transforming both advertising and ad measurement. It is critically important for the research, advocacy and public policy communities to be informed about these major new practices. The Federal Trade Commission (FTC), in particular, is in need of an independent analysis that assesses how these techniques are currently being used in the food and beverage marketplace, especially as the commission faces important upcoming policy decisions that will have a major impact on digital marketing to children and youth. The aims of this project are to: 1) identify the leading vendors of social media marketing tools, especially those used by food and beverage companies; 2) analyze the specific business objectives of leading food companies who use social media; 3) document the role of these new techniques to market food and beverage products, and assess their capabilities; 4) identify how food marketers are currently using them to target youth; 5) assess how social media platforms are affecting other media channels and advertising of food products, including mobile devices; and 6) explore the impact these methods may have on nutrition decisions of youth.
The healthfulness of foods and beverages found in retail food stores differs widely across the United States, both by location of the store as well as by store type. Some communities have limited access to stores that carry healthful staple foods such as fruits and vegetables, whole grain-rich foods, and … More
Children and adolescents see between 4,500 and 6,000 food ads on TV each year, the majority of which are for products high in sugar and fat and low in essential nutrients. In April 2011, a coalition of federal authorities known as the Interagency Working Group on Foods Marketed to Children … More
The marketing of unhealthy foods to children and youth is a major public health concern. Children in the United States grow up surrounded by food and beverage marketing, which primarily promotes products with excessive amounts of added sugar, salt, and fat, and inadequate amounts of fruits, vegetables, and whole grains. … More