Dive Brief:
- The World Health Organization (WHO) has released a report that urges European governments to crack down on junk food marketing directed at children on social media — something that could also apply to the United States.
- Researchers wrote, "Kids are increasingly exposed to persuasive and tailored marketing techniques through advergames and social media sites, particularly in the absence of effective regulations," Netimperative reported.
- Most parents are unaware of the extent to which food and beverage brands can target children through digital formats, WHO researchers concluded.
Dive Insight:
Public health advocates and organizations like the WHO have made past efforts to reduce obesity and restrict food and beverage marketing that uses offline media platforms like TV and print to target children. But they haven't made the same concerted efforts to address the unique challenges posed by technology and online communication avenues, such as social media and virtual reality.
Platforms like search engines and social media have algorithms that monitor and analyze online activity to deliver tailored ad content in real time. Based on what users search for or which websites they visit, these platforms can serve advertisements and search results that could potentially sway children toward unhealthy products —particularly those high in fat, salt or sugar.
This report focuses specifically on European regions, but it could also apply to the United States. In September, panelists at a National Press Club event lamented the state of children's food, calling for improvements in the food and beverages kids consume at school cafeterias and purchase from restaurants or grocery stores. Changes must also include an overhaul of kids' food marketing, they said, particularly in light of recent studies that show kids' taste preferences often drive up to 95% oftheir parents' food and beverage purchase decisions.
One study published earlier this year took a more positive approach to this issue, arguing that manufacturers could use their same marketing techniques — online or offline — to promote healthier diets and better-for-you foods, such as fruits and vegetables. U.S. manufacturers could adopt this approach for their online marketing campaigns to get ahead of any WHO recommendations that could surface for the North American region in the future.