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Tracking Teen Food Marketing

Authors and Affiliations

  • Charlene Elliott, Emily Truman, Jason Edward Black

    • Affiliations: University of Calgary, Communication, Media and Film; University of Calgary, Department of Community Health Sciences

Keywords

  • Adolescence, Food Marketing, Monitoring, Policy, Teenager, Power

Abstract

  • Food marketing influences children's food preferences and consumption patterns.

  • Teenagers are recognized as a uniquely vulnerable audience for food marketing.

  • This study engages teenagers (ages 13–17) to capture food marketing targeting them using a mobile app called GrabFM!

  • Key Findings:

    1. Digital platforms dominate teen-targeted food marketing (Instagram, Snapchat, TikTok, YouTube).

    2. Advertising primarily consists of branded beverages, fast food, and candy/chocolate (72%).

    3. Persuasive techniques include visual style, special offers, and engaging themes.

1. Introduction

  • Recognition of the influence of food marketing on teenagers is increasing.

  • WHO (2018) notes teens are particularly susceptible due to developmental factors.

  • Current marketing pressures on teens for unhealthy foods are escalating.

  • There’s a lack of comprehensive understanding regarding marketing methods and their persuasive power toward teenagers.

2. Methods

Data Collection

  • Participants used the GrabFM! app to document food marketing.

  • Indicators for Teen-Targeting: Participants selected characteristics indicating the ad is aimed at them (visual style, themes, special offers, etc.).

2.1 Recruitment and Procedure

  • Participant Demographics: 682 teenagers recruited from various sources.

  • Participants captured food marketing examples for 7 days.

2.2 Data Cleaning

  • Exclusion of invalid submissions and classification of brands into categories.

2.3 Statistical Analysis

  • Analysis performed using R, with statistical significance set at <0.05.

3. Results

3.1 Advertising Collected

  • Sample: 367 teens, 309 valid entries, average of 6 ads per teen.

  • Key brands: Starbucks, Tim Hortons, McDonalds.

  • Top categories: Beverages, Fast Food, Candy/Chocolate (72% of ads).

3.2 Platforms of Exposure

  • Dominant platforms: 35% Instagram, 17% Snapchat, 13% TikTok.

  • Low representation from traditional platforms like TV and outdoor ads.

3.3 Platforms by Gender

  • Gender differences observed in platform use: Girls leaned toward Snapchat and TikTok, while gender non-conforming teens reported Twitch ads disproportionately.

3.4 Indicators of Food Marketing Power

  • Top Indicators: 1. Visual Style (52%), 2. Special Offers (29%), 3. Theme (26%).

  • Visual Style includes vibrant colors and appealing aesthetics.

3.5 Power Indicators by Brands

  • Noteworthy brands and their advertising techniques are highlighted.

3.6 Celebrity and Persuasive Power

  • Celebrity influence in ads was lower than other factors, but notable personalities were frequently tagged.

3.7 Age Variability in Persuasion

  • Older teenagers employed more complex reasoning in attribute tagging compared to younger teens.

4. Discussion

  • Summary of important findings related to platforms and techniques targeting teens.

  • Analyzed trends highlighted digital platforms' predominance in food marketing.

  • Marketing messages specifically resonate with characteristics identified by teens.

5. Strengths and Limitations

  • Strengths include engaging methodology and detailed perspectives from teens.

  • Limitations include the snapshot nature of the data and potential oversight in captured marketing examples.

6. Conclusion

  • The study reveals crucial insights into platforms, food products, and persuasive appeals targeting teenagers.

  • Knowledge gained can aid policymakers in developing effective monitoring strategies for teen-focused food marketing.