Data

Year of publication

2020

Type

Qualitative

Design

Cross-sectional

Classification

Other

Country studied

Global

Data

Primary

Data Collected

Other

Study setting

Online

Age group of participant

N/A

Participant sex

N/A

Target population

N/A

Sample size

n=304 (videos)

Obesity and food-related content aimed at children on YouTube

Goal

Analyse the communication features of marketing content by food brands targeting children on YouTube.

Results

An exploratory study is conducted by means of a content analysis of 304 videos, with 12 variables grouped into 2 categories: prevalence of ultra_processed vs healthy products in advertising, and marketing style. The results reveal marked differences in practices between brands and child YouTubers, along with the rise of hybrid media forms. The conclusions highlight the absence of advertising warnings in content targeting children. Changes are recommended to increase the responsibility assumed by these media spaces that exert such a huge influence on an audience as vulnerable as children.

Authors

Castelló-Martínez A, Tur-Viñes V.

Journal

Clinical Obesity

DOI