A study by the Medical University of Vienna examined how food is presented in videos by child and youth influencers on YouTube and what influence this content can have on their young audience. The result: the majority of the products shown contain so much fat, sugar and salt that they should not be marketed to children according to WHO guidelines. The research, published in the journal "BMC Public Health", emphasises the urgency of taking effective measures to create a healthy food environment for children.
The MedUni Vienna research team analysed 162 videos with a total of 901 depictions of food from seven German-speaking child and youth influencers. The study found that two thirds (67 per cent) of the products presented contained too much fat, sugar and salt and therefore did not meet the WHO’s nutrient profile model, which serve as the basis for assessing marketing to children. Chocolate and other confectionery dominated the videos, but other products categorised as unhealthy are also presented in a child-friendly way much more frequently than healthy foods.
Subtle representations influence eating behaviour
Positive evaluations or verbal reactions were also observed significantly more frequently in connection with foods that are not permitted for marketing to children. "Child and youth influencers enjoy great trust among their young audience and are often seen as role models, and it is precisely the creative and child-friendly presentation that makes the products shown particularly persuasive," first author Brigitte Naderer from the Centre for Public Health points out. "These subtle product presentations have a significant influence on the children’s eating habits and preferences. This increase the risk of developing overweight and obesity and their associated diseases," emphasises study leader Eva Winzer, also from MedUni Vienna’s Center for Public Health.
Although paid advertising in child-friendly content on YouTube is officially banned, the study shows that the presence of foods with excessive fat, sugar and salt content in videos by child and youth influencers is high. Visible brand logos, often without advertising labelling, the consumption of the products in the videos or the emphasis on taste and enjoyment increase the attractiveness of unhealthy foods. The results emphasise the urgent need for action to protect the health of the youngest generation in the long term. In addition to legal requirements, more research and independent monitoring are needed to evaluate the effects of such regulations in the long run. The aim should be to create a digital environment that supports healthy eating instead of promoting unhealthy products. "In addition to the discussion about the regulation of children’s marketing, measures to promote media literacy are also essential. At the same time, influencers themselves and the food industry should be held accountable in order to enable sustainable change," the researchers conclude.
Publication: BMC Public Health
Influencing Children: Food Cues in YouTube Content from Child and Youth Influencers. Brigitte Naderer, Maria Wakolbinger, Sandra Haider, Mimi Tatlow-Golden, Magdalena Muc, Emma Boyland, Eva Winzer.
10.1186/s12889’024 -20870-6
https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889’024 -20870-6
