Policy and practice in digital marketing of food and beverages to children
The research is clear: Advertising prompts children and youth to consume foods and beverages they should avoid. So far, most of the policy debate has focused on TV commercials targeted at young children. However, marketing now extends far beyond the confines of television and even the Internet, into an expanding and ubiquitous digital media culture. The proliferation of media in children’s lives has created a new “marketing and media ecosystem” that encompasses mobile devices, social networks, instant messaging, video games, and virtual, three-dimensional worlds. With our colleagues Jeff Chester at the Center for Digital Democracy, Kathryn Montgomery and Sonya Grier, both at American University, we examined how these new marketing practices are fundamentally transforming how food and beverage companies do business with young people in the 21st century.
Case studies
We examined specific campaigns and developed case studies describing new digital and interactive food and beverage marketing practices, primarily targeting children and adolescents, especially African American and Latino youth, who suffer most from diseases associated with poor diets. The case studies provide a comprehensive analysis of how new platforms, technologies, advertising techniques, and market research practices are being deployed by food and beverage companies.
Conceptual model
Digital techniques are quickly evolving and unprecedentedly immersive. To assess the best ways to understand these new media effects, we convened a group of scholars to develop a conceptual framework for understanding the impact of the digital practices on food and beverage consumption among children and youth and a research agenda to guide future studies of that impact.
Policy analysis
We assessed the case studies against the backdrop of government and industry initiatives aimed at regulating interactive marketing and developing policy recommendations for addressing digital food and beverage marketing targeted at young people.
Related publications
The new age of food marketing: How companies are targeting and luring our kids — and what advocates can do about it
The explosion of digital culture in recent years has changed how fast food and soda companies market to children and teenagers. Today, powerful and intense promotions are completely, seamlessly integrated into young people’s social relationships and minute-by-minute interactions. This report explores some of marketers’ latest techniques, explains why they should concern public health advocates, and offers resources for taking action.