Digital marketing of unhealthy foods to Australian children and adolescents

Health Promotion International
Tara Boelsen-RobinsonAnna Peeters

Abstract

The emergence of new media-including branded websites, social media and mobile applications-has created additional touch points for unhealthy food and beverage companies to target children and adolescents. The aim of this study was to perform an audit of new media for three top selling food and beverage brands in Australia. The top selling brand in three of the most advertised food and beverage categories was identified. Facebook, websites and mobile phone applications from these three brands were assessed using a combination of descriptive analyses and structured data collection during June and July 2013. Information on target audience, main focus of the activity, marketing strategies employed and connectivity were collected. Promotional activities were assessed against industry self-regulatory codes. McDonald's, Coca-Cola and Cadbury Dairy Milk were audited, with 21 promotional activities identified. These promotional activities appeared to use a number of marketing strategies, with frequent use of indirect product association, engagement techniques and branding. We identified strategic targeting of both children and adolescents. We found that while all promotional activities technically met self-regulatory codes (usually due...Continue Reading

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Citations

Jul 5, 2018·Australian and New Zealand Journal of Public Health·Aimee L BrownbillAnnette J Braunack-Mayer
Oct 3, 2018·Applied Physiology, Nutrition, and Metabolism = Physiologie Appliquée, Nutrition Et Métabolisme·Laura VergeerMary R L'Abbé
Aug 9, 2018·Public Health Nutrition·Heather J BaldwinBridget Kelly
Mar 29, 2020·International Journal of Environmental Research and Public Health·Gráinne MurphyBrendan Rooney
Aug 28, 2019·Diabetologia·Patrick TimpelPeter E H Schwarz
Apr 17, 2019·International Journal of Environmental Research and Public Health·Nongnuch JaichuenViroj Tangcharoensathien
Jul 4, 2020·Health Promotion Journal of Australia : Official Journal of Australian Association of Health Promotion Professionals·Rimante RontoNeil Harris
Jul 3, 2021·International Journal of Environmental Research and Public Health·Erica G SolteroRebecca E Lee
Jun 30, 2021·Obesity Reviews : an Official Journal of the International Association for the Study of Obesity·Mimi Tatlow-GoldenEmma Boyland

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