Childhood and Marketing: A Briefing

The 
present
 briefing
 overviews
 and
 samples
 a 
number 
of 
issues
 relating 
to
 childhood
 and 
business
 marketing

Mapping and analysis of the current self- and co- regulatory framework of commercial communication aimed at minors

As the advertising sector has been very active in self-regulating commercial communication aimed at children, a patchwork of different rules and instruments exist, drafted by different self-regulatory organisations at international, European and national level. In order to determine the scope and contents of these rules, and hence, the actual level of protection of children, a structured mapping of these rules is needed. As such, this report aims to provide an overview of different categories of Alternative Regulatory Instruments(ARIs,such as self- and co-regulation regarding (new) advertising formats aimed at children. This report complements the first legal AdLit research report, which provided an overview of the legislative provisions in this domain.status: publishe

Monitoring food marketing to children: A joint Nordic monitoring protocol for marketing of foods and beverages high in fat, salt and sugar (HFSS) towards children and young people

The protocol describes methods for how to monitor marketing of foods and beverages high in fat, salt and sugar towards children and young people at a given time as cross-sectional studies, as well as allowing for monitoring of trends. The data provided could also be used for evaluation purposes, for instance providing relevant data for evaluating regulation practices and schemes in the respective countries; to study advertising and marketing practices, contents and forms over time. In addition to being a tool for monitoring purposes within each country, the protocol will also enable comparisons between the Nordic countries by establishing a joint understanding on how each marketing channel should be monitored. The protocol has been developed as a Nordic project between representatives and experts from Iceland, Finland, Sweden, Denmark and Norway together with international experts

Foregrounding Morality: Encouraging Parental Media Literacy Intervention Using the TARES Test for Ethical Persuasion

In the United States, children are exposed to literally hundreds of thousands of television commercials a year and virtually every aspect of kids’ lives are replete with commercial messages. The negative effects of this exposure are well documented. Yet, there remains very little regulation or limit on advertising to children beyond that which exists for adults. Additionally, only about 1/3 of U.S. parents wish for stronger controls. This presents a challenge for media literacy scholars and practitioners. Research has shown that, when presented with information about the negative effects of commercial messages, parents are more likely to adopt some form of media literacy intervention. In this study, we test to see if framing the concept of advertising to children as being unethical (using the TARES test) will increase parents’ willingness to engage in medial literacy intervention techniques. Results show that when advertising to children is framed as being unethical, parents indicated more of a willingness to engage in concept-oriented communication as a media literacy intervention than when the negative effects of advertising is presented without framing it from an ethical perspective

Producing PSAs on consumer culture: youth reception of advertising

This study is a qualitative analysis of Public Service Announcement (PSA) storyboards produced by 177 fourth and sixth-grade students as part of a Media Literacy Education program on advertising and commercial culture. The program curriculum addressed the ubiquity and hidden nature of ads, as well as gender portrayals, violence, and nutritional messages in advertising content. Textual analysis revealed differing patterns in student reception of the varied lesson topics. Students called for specific behavioral changes in PSAs for the topics of nutrition and gender, although most were limited to non-media-related behaviors such as improving eating habits and encouraging fluidity across roles more traditionally associated with masculinity or with femininity. The analysis also suggested responsibility for the problems students identified with advertising were largely based on individual, consumerist perspectives rather than on collective or social, citizen-based terms. Fourth graders’ storyboards especially indicated an apparent mimicry of mainstream commercial productions and practices. The analysis further explores these fourth and sixth graders’ underlying orientations toward the U.S. commercial media system as well as the potential strengths and limitations of a production component in MLE programs to promote outcomes associated with critical media literacy

Who's Feeding the Kids Online? Digital food marketing to children in Ireland: Advertisers’ tactics, children’s exposure and parents’ awareness

Obesity in children and young people is a global health challenge. The widespread marketing of unhealthy foods (food and non-alcoholic drinks high in fat, sugar and salt, or HFSS) plays a causal role in unhealthy eating and obesity. Food and eating is typically presented as an issue of ‘choice’. However, this disregards the fact that current obesogenic environments use many tactics to promote unhealthy foods, interfering with people’s ability to make good choices. This study examined: 1. Content appealing to children and young people on websites of top food and drink retail brands in Ireland 2. Marketing techniques on Facebook: Pages of food brands that have the highest reach among young teens, the first such study of which we are aware 3. Parents’ awareness of digital food marketing to their children in an online, two-stage survey with digital marketing examples and open-ended response options

Cereal FACTS: Evaluating the Nutrition Quality and Marketing of Children's Cereals

Evaluates cereal companies' marketing practices in 2008-09, immediately before and after full implementation of their pledges to reduce unhealthy marketing to children. Ranks brands with combined scores for nutrition quality and marketing exposure

Evaluating children exposure to digital marketing of unhealthy foods in Portugal with World Health Organization Framework CLICK

ABSTRACT - Introduction: Exposing children and adolescents to marketing of unhealthy food and beverages impacts their eating preferences and behaviour, affecting their body weight. Hence, the World Health Organization recommends restricting and monitoring such marketing. This study aims to provide insights on the exposure of Portuguese children to digital marketing of HFSS foods and beverages from different sources. Methods: Three steps of the World Health Organization Framework – CLICK – were applied. This consisted of a review of published-available data for Portugal, a content analysis of YouTube videos from two popular influencers among Portuguese children and a pilot-study with 11 children testing a software that identifies paid-for digital marketing aimed at children. Results: Of the 68 YouTube videos analysed, 60% of these included food and beverage cues, of which 70% were classified as less healthy. Ready-made and convenience foods (23.1%) were the most frequent featured products. In the pilot study, the participants were exposed to 162 ads on YouTube (n=9) and 670 ads on Instagram (n=6 children). 1.9% of the YouTube ads and 3.6% of the Instagram ads promoted HFSS foods and beverages. Conclusion: This study tested novel methodologies, providing insights on the current situation in Portugal where children are being exposed to HFSS food from paid-for advertising. Additionally, and given the growing body of evidence on the impact from influencer food marketing on children’s eating behaviour, this exploratory study provided important insights on the digital content which children are being exposed to. More research is undoubtedly needed in this area.RESUMO - Introdução: A exposição das crianças ao marketing digital de alimentos e bebidas não saudáveis influencia as suas preferências, comportamentos e o seu peso corporal, sendo uma recomendação da Organização Mundial da Saúde a restrição e monitorização desta exposição. Este estudo pretende explorar a exposição das crianças portuguesas ao marketing digital de alimentos e bebidas com elevado teor de gordura, açúcar e sal (“HFSS”). Métodos: Foram implementadas três etapas da Framework da Organização Mundial da Saúde Europa – CLICK, através da realização de uma revisão de estudos publicados, uma análise de conteúdo a vídeos de YouTube de dois influenciadores, populares entre as crianças portugueses, e um projeto piloto, com 11 crianças, para testar um software que identifica publicidade paga. Resultados: Dos 68 vídeos do YouTube analisados, 60% incluíram referências a alimentos e bebidas, dos quais 70% foram classificados como menos saudáveis. As refeições pré-preparadas e de conveniência (23,1%) foram os produtos mais frequentes. No estudo piloto, os participantes foram expostos a 162 anúncios no YouTube (n=9 crianças) e a 670 anúncios no Instagram (n=6 crianças), tendo 1,9% dos anúncios do YouTube e 3,5% dos anúncios do Instagram promovido alimentos e bebidas “HFSS”. Conclusão: Este estudo testou metodologias inovadoras, permitindo obter uma indicação da situação atual em Portugal, na qual as crianças estão a ser expostas a publicidade paga de alimentos “HFSS”. Adicionalmente, e considerando a crescente evidência do impacto do marketing alimentar promovido por influenciadores no comportamento alimentar das crianças, este estudo contribuiu para uma melhor compreensão do conteúdo desta exposição. É, inquestionavelmente, necessária mais investigação nesta área