Background: Child health experts raise numerous concerns about the negative effects of children's exposure to unhealthy digital food marketing, including advertising and branded product placements on child-oriented videos.
Objectives: YouTube banned food advertising on "made-for-kids" channels in 2020, but research is needed to assess food-related appearances on increasingly popular child-influencer videos.
Methods: Content analysis examined a sample of videos (n = 400) uploaded in 2019-2020 by popular child-influencers on YouTube "made-for-kids" channels. We identified and coded all branded and non-branded food-related appearances (i.e., food, beverages, restaurants), ads, promotions, and sponsorship disclosures, and compared 2019 to 2020.
Results: Two-thirds of videos (n = 260) had at least one food-related appearance, including branded product appearances (n = 153), other brand appearances (n = 60), and non-branded food-related appearances (n = 203). Branded products appeared 592 times (M = 3.9/video), including candy brands (42% of appearances) and sweet/salty snacks, sugary drinks, and ice cream (32% combined). Total food-related appearances did not change (2019-2020), but candy brand appearances increased significantly. Videos with non-branded healthy food category appearances also increased, but 70% also showed unhealthy branded and/or unbranded foods. Just one video disclosed a food-brand sponsorship.
Conclusions: Additional policies are needed to protect young children from potential exposure to unhealthy branded foods on popular YouTube child-influencer channels.
Keywords: children; digital marketing to children; food advertising; food and beverage ads; food marketing; influencer promotion; kid-influencer; social media; videos.
© 2023 World Obesity Federation.