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