Children are likely to see branded food content for candy, fast food and other unhealthy options while watching YouTube – raising questions about whether regulatory oversight goes far enough according to a recent study published in the Journal of the Academy of Nutrition and Dietetics, and whether it could trigger calls for a crackdown.
The majority of branded exposure does not come through traditional video ads. Instead, it is subtler, leading the study’s authors to call for more policies protecting children from digital media advertising.
Children ages 6 to 8 years experience a 75% chance of seeing branded food content during their YouTube time, according to the study in which they watched 30 minutes of YouTube videos. Likewise, a third of 3-year-olds also were exposed to branded food content, it added.
Researchers noted that most of the exposures came from foods within the videos, with lifestyle influencers introducing many of the products. Next were thumbnails, with actual video ads only constituting 17% of the exposures. None of the videos with embedded brands disclosed the appearances as sponsored content.
Study researcher Frances Fleming-Milici, director of Marketing Initiatives, Rudd Center for Food Policy and Health, at the University of Connecticut, said she believes the line from advertising to ultra-processed food consumption to poor health is a straight one.
“If we want children to like and request nutritious food, we need robust policies to protect them from being bombarded with unhealthy food promotion in the digital space, a place where children as young as age 3 spend a great deal of time,” she says.
Protecting children from over-consumption and long-term health affects
Restricting children’s exposure to marketing of unhealthy food as an obesity prevention measure is a priority for children’s advocates. What Fleming-Milici calls the “stealth” element makes that protection harder.
While it is legal for YouTube to advertise food on its general audience media, Google rules are different for children’s content, said Dan Range, vice president of children’s food and beverage advertising initiative at BBB National Programs. Paid food advertisements are not allowed on YouTube Kids or videos designated as “made for kids.” However, as Fleming-Milici points out, the restriction only applies to traditional ads before and after the main video. The restriction does not apply to endorsements and branding within the video.
The food product endorsements and branding can be subtle.
“It is often woven into the storyline or used as props in the videos, and this disguises persuasive intent,” says Fleming-Milici. “Children can also have parasocial relationships with characters in the videos. These one-sided emotional connections may increase children’s admiration and trust in media figures.”
In other words, if a child’s favorite character is eating something, the child may want to eat that same product.
In another study cited by Fleming-Milici and her colleagues, researchers found that children are four times more likely to see television ads of foods and beverages the World Health Organization (WHO) approves than not. This was the case in 22 countries, using the WHO Europe Nutrient Profile Model as a benchmark for foods advertising to children. Currently, the United States ranks 22nd in worldwide child obesity, according to World Obesity, which tracks obesity across ages globally, and offers interactive, customizable maps and rankings.
More exposure could mean more consumption, according to the research.
“Exposure to food marketing increases consumption of the categories promoted most often, including sugary drinks, fast food, candy, sweet and salty snacks, and sugary cereals,” says Fleming-Milici. “It also creates positive attitudes towards the product promoted and generates purchase requests – pester power.”
The consumption becomes a habit which can become life-long.
“All this results in unhealthy dietary preferences and long-term negative diet-related health effects,” says Fleming-Milici.
