Digital Marketing: case studies | World Obesity Federation

Digital Marketing: case studies

Children and obesity: a pan-European project examining the role of food marketing

This literature search looked at international reviews to provide background information about the nature and extent of food marketing to children as well as the scope of current pertinent regulations. 

News report. Gaps and weaknesses in controls on food and drink marketing to children in the UK 

The UK government commissioned the National Heart Forum to review current controls on food marketing, to include marketing practices, regulations, policies, commitments and proposals in order to identify the gaps and weaknesses. 

Persuasive techniques used in television advertisements to market foods to UK children

The current study addressed the gap in the literature relating to the nature of food advertising by examining the use of persuasive appeals, premium offers, promotional characters, celebrity endorsers and website promotion in food adverts on the UK television channels popular with children and young people. 

A content analysis of British food advertisements aimed at children and adults

This study explored the content of food advertisements and compare those which are child-focused to those which are adult-focused. 

Television food advertising and the prevalence of childhood overweight and obesity: a multicountry comparison

The aim of this study was to quantify and compare the effect of television food advertising on the prevalence of overweight and obesity in 6-11 years-old children in Australia, Great Britain (England and Scotland only), Italy, The Netherlands, Sweden and the United States. 

Impact of food marketing on popular children’s websites and food product websites in Australia

The aim of this study was to systematically describe the nature and extent of food marketing on popular children’s websites, based on website traffic data.

Child-oriented marketing techniques in snack food packages in Guatemala

The aim of this study was to assess the availability of child-oriented snack foods sold in school kiosks and convenience stores near public schools in Guatemala, to identify the marketing techniques used in child-oriented snack food packages and to classify the child-oriented snacks as “healthy” or “less healthy.” 

Analysis of food advertising aimed at children and adolescents in Chilean open channel television

The objective of this study was to look at the nutritional characteristics of advertised foods on five Chilean television channels aimed at children to identify the percentage of healthy and unhealthy foods, to know their exposure to lower quality nutritional foods and to incorporate new perspectives on food and nutritional education. 

An accountability evaluation for the industry’s responsible use of brand mascots and licensed media characters to market a healthy diet to American children

This case study explored diverse stakeholders’ accountability expectations and actions for industry policies and practices that used popular cartoon brand mascots and media characters to promote food products to American children. 

Food Advertising and Marketing Directed at Children and Adolescents in the US

The purpose of this article was to examine the food advertising and marketing channels used to target US children and adolescents, the impact of food advertising on eating behaviour of youth, and current regulation and policies. 

Food and beverage advertising during children’s television programming

The aim of this study was to examine the advertisements, specifically food and beverage advertisements, broadcasted during children-specific programming broadcast in Ireland. 

Children’s exposure to food advertising: the impact of statutory restrictions

This study systematically looked at food advertising on UK television comparing data from 2010 and 2008 to assess if the nutritional quality of food advertisements was improved after implementation of regulations. 

Effectiveness of social marketing strategies to reduce youth obesity in European school-based interventions: A systematic review and meta-analysis

The objective of this review was "to assess the effectiveness of European school-based interventions to prevent obesity relatiev to the inclusion of social marketing benchmark criteria domains in the intervention." 

Food and beverage marketing in primary and secondary schools in Canada

The purpose of this study was "to describe the type of food marketing occurring in a diverse sample of schools in Canada and to examine differences in the frequency of various food marketing activities by school type, province, and socio-economic status of the student body." 

A safe glimpse within the "black box?" Ethical and legal principles when assessing digital marketing of food and drink to children

This review presented digital media marketing as a challenge to identifying and monitoring the amount of exposure that children have to digital marketing of food and non-alcoholic beverages which are high in fat, salt, and sugar.

Mexico, the leader in junk advertising

The study of the Power of the Consumer starts from a record made between the months of March and April 2010. It was found that the average number of junk food ads per hour in children’s programs was 11.25 minutes. 

Television food advertising and the prevalence of childhood overweight and obesity: a multi-country comparison

The aim of this study is to “estimate the contribution of the TV food ads to the prevalence of obesity among 6- to 11-year-old children in Australia, Great Britain (England and Scotland only), Italy, the Netherlands, Sweden, and the United States.” 

The obesogenic environment around elementary schools: food and beverage marketing to children in two Mexican cities

The objective of this study was to analyse the food advertising practices existing in sixty elementary schools in two cities and to evaluate compliance with Pan American Health organisation (PAHO) recommendations and the marketing code of local food industries.