The extent and nature of food and beverage marketing to children and adolescents 6-17 years through the Internet in New Zealand

Abstract

Aim: Unhealthy food and beverage marketing to children has been shown to be an important factor influencing their diets. The aim of this study was to assess the nature and extent of unhealthy food and beverage marketing to children and adolescents through the Internet in New Zealand. Methods: Internet traffic data was purchased from A.C. Nielsen to identify the most popular websites visited during January 2014 by New Zealand children and adolescents aged 6 to 17 years. In addition, the most frequently marketed food brands on television, through sports sponsorship, magazines and Facebook in New Zealand were derived from previous studies and from Socialbakers and their corresponding websites were also included. Marketing features, especially those targeting children and adolescents, were analysed. Results: In total, 110 popular children’s websites and 70 food brand websites were analysed. A wide range of marketing features were identified on food brand websites. These included advercation through brand education (87.1% of websites), viral marketing (64.2%), the use of cookies (54.2%), free download items (42.8%), promotional characters (25.1%), designated children areas (18.5%), and advergaming (12.8%). These features appeared more frequently on websites targeting children and adolescents, than on websites for the general population. Only five branded food references were identified on 110 popular children’s websites. Conclusion: Compared to traditional media, Internet induces food marketers to use more engaging marketing techniques to target children and directly interact with them. A high proportion of sophisticated marketing techniques were found on food brand websites targeting children and adolescents. On popular children websites, only few branded food references were identified, hence marketing through this medium appeared to be much less important. Currently, there are no regulations to restrict marketing to children through any type of media in New Zealand. Regulations on reducing promotion of unhealthy food and beverages to children on all forms of media could be one of the effective measures to reduce childhood obesity rates in New Zealand. In addition, frequent monitoring of food marketing through the Internet, social media and mobile media is recommended. [Keywords: Food, marketing/advertising, childhood obesity, Internet, Social media]