The Presence and Promotion of Foods and Beverages in the YouTube Channels of The World’s Most Influential kid YouTubersA Comparative Study Between the United States and Spain

  1. Esther Martínez Pastor 1
  2. David Atauri-Mezquida 2
  3. Ricardo Vizcaino-Pérez 1
  4. Clara Simón- De Blas 1
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

  2. 2 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
Trípodos

ISSN: 1138-3305,  2340-5007

Ano de publicación: 2023

Título do exemplar: Comunication in search of trust. Journalism, advertising and digital citizenship

Número: 54

Páxinas: 70-92

Tipo: Artigo

DOI: 10.51698/TRIPODOS.2023.54.07 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Trípodos

Resumo

This study aims to determine the different types of foods and beverages that predominate in the channels of kid youtubers in Spain and the United States, which serve as a model for children’s nutritional habits. The study looked at a sample of 18 YouTube channels and 553 videos from a universe of 1551 videos. Four main conclusions have been drawn: there are significant differences depending on the origin of the channels, with a greater presence of oils, fats and meat in Spanish channels, and of cereals, chocolates, sugar and fruit in channels from the United States; in 60% of the videos, brands are being promoted (without appropriate identification), with statistically significant differences according to the country of origin; the main communication objective is a promotional objective, with differences according to country, being more educational/promotional in the United States and more focused on entertainment/promotion in Spain; and in 16% of cases, the children showed excessive or compulsive consumption —the videos do not appear to promote, in general, healthy nutritional habits.

Referencias bibliográficas

  • -Araújo, Camila Souza; Magno, Gabriel; Meira, Wagner; Almeida, Virgilio; Hartung, Pedro, and Doneda, Danilo (2017, September). Characterizing videos, audience and advertising in YouTube channels for kids. In International Conference on Social Informatics (p. 341-359). Springer, Cham. https://bit.ly/3ssc2Xw
  • -AUTOCONTROL (2020). Código de conducta sobre el uso de influencers en la publicidad. https://www.autocontrol.es/wp-content/uploads/2020/10/codigo-de-conducta-publicidad-influencers.pdf
  • -Baldwin, Heather J.; Freeman, Becky, and Kelly, Bridget (2018). Like and share: Associations between social media engagement and dietary choices in children. Public Health Nutrition, 21(17), 3210-3215. https://bit.ly/3Ixn6YY
  • -Base de Datos Española de Composición de Alimentos (BEDCA). https://www.bedca. net/
  • -Bend, Daphne L. van der; Jakstas, Tammie; Kleef, Ellen van; Shrewsbury, Vanessa A., and Bucher, Tamara (2022). Making sense of adolescent-targeted social media food marketing: A qualitative study of expert views on key definitions, priorities and challenges. Appetite, 168, 105691.
  • -Bergen, Mark (2019). Kidfluencers’ rampant YouTube marketing creates minefield for Google. Bloomberg.
  • -Boyland, Emma and Halford, Jason (2013). Television advertising and branding. Effects on eating behaviour and food preferences in children. Appetite, 62, 236-241.
  • -Boyland, Emma and Whalen, Rosa (2015). Food advertising to children and its effects on diet: Review of recent prevalence and impact data. Pediatric Diabetes, 16(5), 331337.
  • -Boynton-Jarrett, Renée; Wright, Rosalind J.; Putnam, Frank W.; Lividoti Hibert, Eileen; Michels, Karin B.; Forman, Michele R., and Rich-Edwards, Janet (2013). Childhood abuse and age at menarche. Journal of Adolescent Health, 52(2), 241-247.
  • -Brown, Duncan and Hayes, Nick (2008). Influencer marketing. Routledge.
  • -Cairns, Georgina; Angus, Kathryn, and Hastings, Gerard (2009). The extent, nature and effects of food promotion to children: A review of the evidence to December 2008. World Health Organization. https://www.who.int/publications/m/item/food-marketingchildren-the-extent-nature-and-effectsof-food-promotion-to-children-a-reviewof-the-evidence-to-december-2008
  • -Castelló-Martínez, Araceli and Tur-Viñes, Victoria (2020a). The food sector in YouTube content aimed at children: -Obesogenic features. http://hdl.handle. net/10045/104835
  • -Castelló Martínez, Araceli and Tur-Viñes, Victoria (2020b). Obesity and food related content aimed at children on YouTube. Clinical Obesity, 10(5), e12389.
  • -Castelló-Martínez, Araceli and Tur-Viñes, Victoria (2021). Una combinación de alto riesgo: Obesidad, marcas de alimentación, menores y retos en YouTube. Gaceta Sanitaria, 35(4), 352-354.
  • -Children’s Food & Beverage Advertising Initiative (CFBAI, 2022). The children’s food and beverage advertising initiative (CFBAI). https://bbbprograms.org/programs/allprograms/cfbai
  • -Coates, Anna.; Hardman, Charlotte; Halford, Jason; Christiansen, Paul, and Boyland, Emma (2019a). Food and beverage cues featured in YouTube videos of social media influencers popular with children: An exploratory study. Frontiers in Psychology, 10, 2142.
  • -Coates, Anna; Hardman, Charlotte; Halford, Jason; Christiansen, Paul, and Boyland, Emma (2019b). Social media influencer marketing and children’s food intake: A randomized trial. Pediatrics, 143(4).
  • -Coates, Anna; Hardman, Charlotte; Halford, Jason; Christiansen, Paul, and Boyland, Emma (2020). It’s just addictive people that make addictive videos: Children’s understanding of and attitudes towards influencer marketing of food and beverages by YouTube video bloggers. International Journal of Environmental Research and Public Health, 17(2), 449.
  • -Díaz-Méndez, Cecilia and González-Álvarez, María (2013). La problematización de la alimentación: Un recorrido sociológico por la publicidad alimentaria (1960-2010). Empiria. Revista de Metodología de Ciencias Sociales, (25), 121-146. https://doi.org/10.5944/empiria.25.2013.3800
  • -Duek, Carolina (2010). Infancia, desarrollo y conocimiento: Los niños y niñas y su socialización. Revista Latinoamericana de Ciencias Sociales, Niñez y Juventud, 8(2), 799-808.
  • -European Commission (2021). EU Strategy on the rights of the child.
  • -European Food Safety Authority (2012). Annual Report of the EFSA Journal, 9(4), 270E.
  • -Federal Trade Commission (FTC) (1998). Children’s online privacy protection rule (COPPA). https://www.ftc.gov/legal-library/ browse/rules/childrens-online-privacyprotection-rule-coppa
  • -Federal Trade Commission (FTC) (2019a). Dissenting Statement of Commissioner
  • -Rohitchopra. https://acortar.link/MXZ7lT Federal Trade Commission (FTC) (2019b). YouTube channel owners: Is your content directed to children? https://www.ftc.gov/business-guidance/blog/2019/11/youtubechannel-owners-your-content-directed-children
  • -Feinerer, Ingo; Hornik, Kurt, and Meyer, David (2008). Text mining infrastructure. Journal of Statistical Software, 25(5), 1-54. http://www.jstatsoft.org/v25/i05
  • -Folkvord, Frans; Anschütz, Doeschka; Buijzen, Moniek, and Valkenburg, Patti (2013). The effect of playing advergames that promote energy-dense snacks or fruit on actual food intake among children. The American Journal of Clinical Nutrition, 97(2), 239-245.
  • -Folkvord, Frans; Anschütz, Doeschka; Nederkoorn, Chantal; Westerik, Henk, and Buijzen, Moniek (2014). Impulsivity, “advergames,” and food intake. Pediatrics, 133(6), 1007-1012.
  • -Folkvord, Frans; Bevelander, Kirsten Elizabeth; Rozendaal, Esther, and Hermans, Roel (2019). Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: An explorative study. Young Consumers, 20(2).
  • -Folkvord, Frans; Naderer, Brigitte; Coates, Anna, and Boyland, Emma (2021) Promoting fruit and vegetable consumption for childhood obesity prevention. Nutrients. 14(1), 157. https://doi.org/10.3390/ nu14010157. PMID: 35011032; PMCID: PMC8746926.
  • -Goldate, Steven (1996). The cyberflâneur: Spaces and places on the Internet. Art Monthly Australia, (91), 15-18.
  • -Gonzalo, Mercè (2018). La pirámide alimentaria ¿qué modelo seguir? Canal SaludMaphre. https://bit.ly/34CaAbL
  • -Google (2023a). Formatos publicitarios de YouTube. https://support.google.com/youtube/answer/2467968?hl=es
  • -Google (2023b). Descripción general y requisitos del Programa para Partners de YouTube. https://support.google.com/youtube/ answer/72851?hl=es&co=GENIE. Platform%3DAndroid
  • -Harris, Jennifer; Sarda, Vishnudas; Schwartz, Marlene, and Brownell, Kelly (2013). Redefining “child-directed advertising” to reduce unhealthy television food advertising. American Journal of Preventive Medicine, 44(4), 358-364.
  • -Hartmann, Maren (2004). Technologies and utopias: The cyberflaneur and the Experience of ‘being online’. Verlag Reinhard Fischer. Internet Research, band 18.
  • -Hudders, Liselot; Jans, Steffi de, and Veirman, Marike de (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. Social Media Influencers in Strategic Communication, 24-67.
  • -IAB Spain (2018). Guía legal: Niños influencers. https://iabspain.es/estudio/guia-legal-ninos-influencers/
  • -Instituto Cervantes (2021). El español: Una lengua viva. Informe 2021. El español en el mundo. Anuario 2021. https://bit.ly/3Jka3tF
  • -Jans, Steffi de; Hudders, Liselot; Naderer, Brigitte, and Pauw, Valentina de (4 April 2022). Impact of thin-ideals in influencer posts promoting healthy vs. unhealthy foods on tweens’ healthy food choice behavior. Frontiers in Psychologie, 13, https://doi. org/10.3389/fpsyg.2022.789069. PMID: 35478748; PMCID: PMC9037281.
  • -Lee, Christina and Beatty, Sharon (2002). Family structure and influence in family decision making. Journal of Consumer Marketing, 19(1), 24-41.
  • -Legal Protection of Children and Young People Organic Act 1/1996, dated January 15, which partially modifies the Civil Code and The Civil Procedure Act. https://www.mjusticia.gob.es/es/areas-tematicas/ documentacion-publicaciones/publicaciones/traducciones-derecho-espanol
  • -Marsh, Jackie (2016). ‘Unboxing’ videos: Coconstruction of the child as cyberflâneur, Discourse: Studies in the Cultural Politics of Education, 37(3), 369-380. https://doi.org/10.1080/01596306.2015.1041457
  • -Marshall, David; O’Donohoe, Stephanie, and Kline, Stephen (2007). Families, food, and pester power: Beyond the blame game? Journal of Consumer Behaviour: An International Research Review, 6(4), 164181.
  • -Martínez-Pastor, Esther (2019). Menores youtubers en el ecosistema publicitario de los juguetes: Límites normativos. Revista Espacios, 40(7), 5-17. https://bit.ly/3C8yyI3
  • -Martínez-Pastor, Esther and Serrano, María Isabel (Coord.) (2022). Menores creadores de contenidos y publicidad. Fragua.
  • -Martínez-Pastor, Esther; Serrano, María Isabel; Vizcaíno-Laorga, Ricardo, and Nicolás, Miguel Ángel (2017). Los niños ante la publicidad. OMM Press. https://educacionprivada.org/noticia/2017-12-07/15807.
  • -Martínez-Pastor, Esther; Vizcaíno-Laorga, Ricardo, and Atauri-Mezquida, David (2021). Health-related food advertising on kid youtuber vlogger channels. Heliyon, 7(10), e08178.
  • -Menegassi, Bruna; Almeida, Juliana; Olimpio, Mi Ye; Brunharo, Marina, and Langa, Farnanda (2018). The new food classification: Theory, practice and difficulties. Ciência & Saúde Coletiva, 23, 4165-4176. https://bit.ly/3hoITpR
  • -Michaelse Frithjof; Collini, Luena; Jacob, Cecile; Goanta, Catalina; Kettner, Sara Elisa; Bishop Sophie; Hausemer, Pierre; Thorun, Christian, and Yesiloglu, Sevil (2022). The impact of influencers on advertising and consumer protection in the Single Market. Utrecht University Repository (At A Glance-Study In Focus). Monthly, 91, 15-18.
  • -Monteiro, Carlos A. (2009). Nutrition and health. The issue is not food, nor nutrients, so much as processing. Public Health Nutrition, 12(5), 729-731. https://doi.org/10.1017/S1368980009005291. https://bit.ly/3HNkqGc
  • -Monteiro, Carlos; Cannon, Geoffrey; Moubarac, Jean-Claude; Levy, Renata; Louzada, María Laura, and Jaime, Patricia (2018). The UN Decade of Nutrition, the NOVA food classification and the trouble with ultra-processing. Public Health Nutrition, 21(1), 5-17. https://bit.ly/3GPAg1W
  • -Monteiro, Carlos A.; Levy, Renata B.; Claro, Rafael M.; Castro, Inês R. R. de; Cannon, Geoffrey (2010). A new classification of foods based on the extent and purpose of their processing. Cadernos de Saude Publica, 26(11), 2039-2049. https://bit. ly/3LnpZNM
  • -Ofcom (2023). Children and parents: Media use and attitudes report 2023. https://www.ofcom.org.uk/research-and-data/medialiteracy-research/childrens/children-and-parents-media-use-and-attitudes-report-2023
  • -Olivares, Sonia; Yáñez, Rossana, and Díaz, Nora (2003). Publicidad de alimentos y conductas alimentarias en escolares de 5º a 8º básico. Revista Chilena de Nutrición, 30(1), 36-42. https://bit.ly/3K7JrfR
  • -Packer, Jessica; Russell, Simon; Siovolgyi, Gabriela; McLaren, Katie; Stansfield, Clarre; Viner, Russell, and Croker, Helen (2022). The impact on dietary outcomes of celebrities and influencers in marketing unhealthy foods to children: A systematic review and meta-analysis. Nutrients, 14(3), 434.
  • -PWC and Superawesome (2019). Kids digital media report 2019. https://www.superawesome.com/kids-digital-mediareport-2019/ (https://gertkoot.files.wordpress.com/2019/06/kids-digital-mediareport-2019-.pdf)
  • -Qustodio (2020). Conectados más que nunca. Apps nativos digitales: La nueva normalidad. https://acortar.link/DyPOb8
  • -Qutteina, Yara; Hallez, Lotte; Mennes, Nine; Backer, Charlotte de, and Smits, Tim (2019). What do adolescents see on social media? A diary study of food marketing images on social media. Frontiers in Psychology, 10, 2637.
  • -Rodrigo Martín, Luis R. and Rodrigo Martín, Isabel (2016). Advertising. Children, family and education. Revista Prisma -Social, 338-377. https://cutt.ly/gOELdXU
  • -Smit, Crystal R.; Buijs, Laura; Woudenberg, Thabo J. van; Bevelander, Kirsten E., and Buijzen, Moniek (2020). The impact of social media influencers on children’s dietary behaviors. Frontiers in Psychology, 10, 2975.
  • -Social Blade (2022). Top youtuber. https://socialblade.com/
  • -Taillie, Lindsey S.; Busey, Emily; Stoltze Fernanda M., and Dillman Carpentier, Francesca R. (1 Nov 2019). Governmental policies to reduce unhealthy food marketing to children. Nutrition Reviews, 77(11), 787-816. https://doi.org/10.1093/nutrit/nuz021.
  • -The European Advertising Standards Alliance (EASA) (2018). Best practice recommendation on influencer marketing. https://www.easa-alliance.org/publications/bestpractice-recommendation-on-influencermarketing-guidance_v2023/
  • -Tur-Viñes, Victoria; Castelló Martínez, Araceli, and Barrilero-Carpio, Cecilia (2022). Obesogenic features of food-related content aimed at children on YouTube. Media and Communication, 10(1), 136-145.
  • -Veirman, Marijike de; Hudders, Liselot, and Nelson, Michelle (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 10, 2685.
  • -Whalen, Rosa; Harrold, Joanne; Child, Simon; Halford, Jason, and Boyland, Emma (2018). The health halo trend in UK television food advertising viewed by children: the rise of implicit and explicit health messaging in the promotion of unhealthy foods. International Journal of Environmental Research and Public Health, 15(3), 560.
  • -White, Lauren Elise (2020). Understanding the Policy and public debate surrounding the regu lation of online advertising of high in fat, sugar and salt food and beverages to children. Doctoral dissertation. University of Glasgow.
  • -World Health Organization (WHO) (2012). A framework for implementing the set of recommendations on the marketing of foods and non-alcoholic beverages to children. https://acortar.link/2wfeLG
  • -World Health Organization (WHO) (2016). Tackling food marketing to children in a digital world: Trans-disciplinary perspectives. https://iris.who.int/bitstream/handle/10665/344003/9789289052177-eng.pdf?sequence=3&isAllowed=y
  • -World Health Organization (WHO) (2018). Monitoring and restricting digital marketing of unhealthy products to children and adoles¬cents. World Health Organization. https://www.who.int/europe/activities/monito¬ring-and-restricting-digital-marketing-of-unhealthy-products-to-children-and-ado¬lescents
  • -World Health Organization (WHO) (2022). WHO European Regional Obesity Report 2022. https://apps.who.int/iris/bitstream/handle/10665/353747/9789289057738- eng.pdf
  • -Zapata, Óscar (2006). Aprender jugando en la escuela primaria: Didáctica de la psicología genética. Pax México.
Fonte de datos: Dialnet