Online Food And Drink Marketing To Young People: Key Insights Report
Online food and drinkmarketing to young peopleKey findingsLucy Turner and Tara HackettFebruary 2022
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Executive summaryYoung people are exposed to a range of marketing forunhealthy food and drink online, from adverts for fastfood on social media to price offers and limited editiondeals encouraging them to buy food via email and apps.In November and December 2021, Nesta ran aproject with 284 young people in the UK aged13–16 to crowdsource data about the food anddrink marketing they saw online. Young peoplewere given information about the food anddrink marketing to look out for online as partof the project and were able to talk to otherparticipants about capturing and sharingexamples of online marketing. Participantsalso completed before and after surveys toshare their views about the marketing thatthey see and its influence on food and drinkconsumption.Key findings The majority of food and drink marketingreported by the young people in the projectwas for unhealthy products. Of the 4,879food and drink adverts collected, over 70per cent were deemed unhealthy. Some groups of young people reportedseeing more unhealthy food and drinkmarketing than others. In our project,young people in lower income groupsreported about 50 per cent moreexamples of unhealthy food and drinkmarketing than the young people inhigher income groups. Participants in the project agreed that theywanted the government to take action andregulate the marketing they see online.After taking part in the project, over 65per cent of teenagers agreed that thegovernment should take action to banonline marketing.1a Participants agreed that marketinginfluences their food and drink choices.When asked in the project, over80 per cent of participants agreed thatfood and drink marketing has a greatinfluence on eating and drinking habits.1bRecommendationsThe government should not delayimplementing a ban on paid-for advertisingof unhealthy food and drink products online.More than 60 per cent of the unhealthymarketing collected in the project was paidfor product advertising.Young people need further protection from theunhealthy marketing that they are exposed toon social media, when playing online games,watching videos and browsing websites.Online food and drink marketing to young people: Key findings3
IntroductionFood and drink companies are flooding young people’ssocial media feeds, appearing in online games andfilling their screens when they spend time online. Beingexposed to these sorts of unhealthy food adverts leadsyoung people to eat more calories, and has a greaterimpact on children and young people living withoverweight and obesity.2Research from an Obesity Policy ResearchUnit meta-analysis indicates that children whowere exposed to food screen adverts on TVconsumed more calories. This difference wasgreater for children living with overweight orobesity, as they consumed an average of 125kcal more compared to children categorisedas having a healthy weight who consumed anadditional 80 kcal.3All young people deserve to experienceenvironments that support healthy choicesand well- balanced diets. By the age of 11,more than a third of children in the UK areoverweight or obese, and by the time theyreach adolescence 25 per cent boys and19 per cent of girls are obese.4 This trendcontinues into adulthood, with obese childrenmore likely to become obese adults, with anincreased risk of developing diseases suchas type two diabetes, heart disease andcancer.5 Obesity is a complex issue, withmany past efforts putting too much burdenon individuals, without fully recognising theinfluence of our environments.The UK government is taking steps to addressthis issue and reduce the amount of unhealthyfood and drink marketing young people see.Unhealthy adverts are to be banned fromTV before 9pm and brands will be preventedfrom paying to advertise unhealthy food anddrink products online from January 2023.6It is a positive first step towards improvingsome of the factors contributing to risingobesity levels in young people, but does itgo far enough? A 2021 Ofcom report sharedthat teenagers spend on average almost fourhours a day online.7 This amount increasedas teenagers got older, with some 15–16 yearold boys reporting spending more than sixhours a day online. A ban on broadcast mediaalone will not protect young people from alarge proportion of the adverts that they areexposed to.Online food and drink marketing to young people: Key findings4
Key insightsYoung people’s exposure to unhealthy marketingBrands target young people onlinein a variety of ways, from tailoringadverts to young people's interests,offering them limited edition offersand engaging them in challenges toget them to share their content. The majority of food anddrink marketing reportedby the young people in theproject was for unhealthyproducts. Of the 4,879marketing examples that wecollected, over 70 per cent weredeemed unhealthy, according toguidance from the government.8This suggests that a ban on ‘lesshealthy’ food and drink advertsis critical to reducing teenagers'exposure to such adverts.In addition to unhealthy food andsugary drinks, young people agedunder 18 reported seeing advertsfor alcohol online. More than7 per cent of our participantsreported being exposed toalcohol marketing. Not all young peopleexperience unhealthymarketing equally. Our dataindicates that online food anddrink marketing could exacerbateinequalities. In our project, youngpeople in households with anannual income of less than 29,999 reported on average 16.5examples of unhealthy food anddrink marketing. Young peoplein households with an incomeof 29,999 or more reported onaverage 11 examples of unhealthymarketing, a difference of around50 per cent.Whilst more robust data isneeded, this is an area of concerngiven that obesity prevalenceis highest among the lowestincome groups in society.9Analysis from Cancer ResearchUK, which looked at a survey ofyoung people and the unhealthyfood and drink adverts theyrecalled seeing, reported thatyoung people from the mostdeprived areas were 40 per centmore likely to report that theyremembered seeing unhealthyfood adverts everyday than moreaffluent teenagers.10Online food and drink marketing to young people: Key findings Government action wouldbe an effective way toprotect young people. Theproposed ban on paid-for advertsfor unhealthy food and drinkproducts would be a positive steptowards reducing the amount ofmarketing that young people see.More than 60 per cent of theunhealthy marketing that youngpeople reported seeing waspaid-for product advertising.Example of the marketing seen by teens5
Types of marketing young people seeYoung people are an attractiveaudience for brands promotingtheir products. Young peoplespend increasing amounts oftime online and often have somepurchasing power – but lack thecognitive development to identifyand resist marketing tactics.11Brands target and influence youngpeople by tapping into their socialdevelopmental needs for connectionwith peers and work to build longlasting relationships with youngpeople.12 Our data revealed that nearlya quarter of the marketingyoung people reported camefrom ten big food and drinkbrands, including two fooddelivery companies. Social media websites area key source of marketing.Online platforms should takegreater care to ensure that theyprovide a safe and healthy spacefor young people to spend timeonline, away from the tactics ofbrands that seek to bombardthem with marketing. More than70 per cent of the marketing wecollected came from just foursocial media platforms.Young people in our projecttalked about how challenging itcan be to identify when content ismarketing and the tactics used toengage them and their peers.“Some of themarketing is deadobvious but some issneaky. When it's notthe brand itself, butan ambassador fora brand that can bedifficult to spot.”“It is unavoidable,as it pops up as youopen the app. It’s alsoa dance challenge totry to get more teensinvolved and thereforeeating the unhealthyfast food.” Food and drinks brands use Discounts and offers are acommon way to target youngpeople online. Participantsreported being exposed to arange of types of products, fromsugary drinks and chocolate tofast food and takeaways, whichare often promoted alongsidelimited edition and savingsoffers to entice young people topurchase food at a discountedprice.“The lot of food/drinkmarketing ads whichI found today had avisit option - when Iclicked on it it cameup with lots of 'offersand discounts' etc.”“Promotes the icecream by havinga limited editionChristmas version ofone of them, saying‘Get it while you can’gives the public asense of urgency.”a range of tactics to captureyoung people’s attention andmimic their online behaviour.Government estimates suggestthat young people are exposed to15 billion unhealthy adverts eachyear.13 The examples we collectedshowed brands using attractivecolours, personalised contentand influencers and celebrities topromote their products. In 2020,it’s estimated that there were 6.12billion brand sponsored influencerposts globally, with food beingthe second most active areapromoted by influencers.14Example of the marketing seen by teensOnline food and drink marketing to young people: Key findings6
What do young people think about unhealthy foodmarketing?We asked the young people in ourproject what they think about howonline food and drink marketinginfluences eating habits, andwhether the government andindustry should act to reduce theamount of marketing that theysee. These results may have beeninfluenced by the information youngpeople were given about what sortof marketing to capture online. Our participants agreedthat marketing influencestheir food and drink choices.When asked, more than 80 percent of participants agreedthat food and drink marketinghas a great influence on eatingand drinking habits. With themajority of marketing promotingunhealthy products, this is likelyto have a negative impact onyoung people’s health. Youngpeople in the project talked aboutthe volume of food and drinkmarketing they see online, andhow it’s designed to encouragethem to eat unhealthy products.“It’s surprising howmany adverts pop upand actually makeyou think about goingto buy that particularfood – it’s quite scaryhow it influencesyou!”“I think marketingand advertisingis manipulatingteenagers intodeals and unhealthyproduce, as herewith alcohol and fastfood, we should beadvertising eatinghealthy in a moreappealing way.” Participants said they wantthe government to takeaction and regulate themarketing they see online.Public opinion is criticallyimportant to the government andthe food industry, and so publicacceptability is likely to affect thedelivery and uptake of potentialinterventions. We asked the participatingteenagers if they support thegovernment’s efforts to regulatemore tightly the unhealthymarketing that they see online.After taking part in the project,over 65 per cent of teenagersagreed that the governmentshould take action to banonline marketing.15a This was a10 per cent increase from beforethe project and could suggestthat when teenagers take timeto engage with the issue, theirsupport for government actionincreases. Food and drink brandsshould take on a greaterresponsibility to supportyoung people to makehealthier choices, asentiment supported by ourparticipants. After participatingin Nesta’s project, more than60 per cent of the youngpeople agreed that food anddrinks companies should avoidtargeting young people online.15b Young people may findit challenging to identifymarketing when they see itonline. The young people in ourproject took part in a before andafter quiz to identify differenttypes of online marketing. Theaverage score for the quiz aftercompleting the project wasabout 3.6 points lower than thescore for the first quiz. As thelevel of difficulty between preand post quiz was comparable,it is difficult to know what ledto the fall in performance in thepost project quiz.Example of the marketing seen by teensOnline food and drink marketing to young people: Key findings7
RecommendationsAll young people deserve to have foodenvironments that make it easy, appealingand convenient to choose healthy food anddrink. To help protect young people frominfluential food and drink marketing, thegovernment should not delay bringing in aban on paid for unhealthy online food anddrink marketing, as this would be an importantfirst step in reducing the amount of marketingyoung people see.Nesta wants to work with the government,industry, researchers, charities and youngpeople to find new and innovative solutionsto tackle this issue, as we work to halve theprevalence of obesity by 2030. This wouldincrease healthy life expectancy by anaverage of nearly two years for around 10million people in the UK, while narrowinghealth inequalities between the richest andpoorest in society.We know we can't achieve this alone, it mustbe a collective effort and we invite anyonewho shares our vision to reach out.Please email the team at:healthylife-team@nesta.org.ukMethodologyTo better understand the marketing thatyoung people are exposed to online, and whatthey think about it, we worked with the youthled organisation BiteBack 2030 to designa citizen science project to engage youngpeople across the country.In November 2021, we developed theMarketing Detective platform and engaged284 young people aged 13–16 from across theUK to crowdsource examples of the food anddrink marketing that they saw online over aseven-day period. As well as collecting 4,879This project got teenagers engaged andgave us an insight into the unhealthyadvertising to which they're exposed. Itcannot tell us whether or not the change inteenagers' attitudes was a result of takingexamples of adverts, we also asked the youngpeople to tell us more about what they thinkabout this marketing and the influence it hason what they choose to eat and drink.The young people were recruited throughthe recruitment agency Roots Research andwere compensated for their involvement. Theadverts were coded by the data labellingplatform 1715 Labs. You can read more aboutthe methodology and full results on OSFhttps://osf.io/x3zkqpart in the crowdsourcing activity but it doesshow us that teenagers who took part thinkthe government should act to regulate theunhealthy food and drink marketing they seeonline.Online food and drink marketing to young people: Key findings8
Examples of the marketing seen by teensOnline food and drink marketing to young people: Key findings9
Endnotes1.2.a,b Questions asking how much participants agreedwith a statement were asked on a scale of 1-10 (1 completely disagree and 10 completely agree). Thisinterpretation assumes anyone who gave a responseof 6-10 was assumed to agree and anyone who gavea response of 1-5 was assumed to disagree.Russell SJ, Croker H, Viner RM. The effect of screenadvertising on children's dietary intake: A systematicreview and meta analysis. Obesity Reviews, 2019;20:554-568. 8123.Russell SJ, Croker H, Viner RM. The effect of screenadvertising on children's dietary intake: A systematicreview and meta analysis. Obesity Reviews, 2019;20:554-568. 8124.Health Survey for England 2019 Overweight andobesity in adults and children, eight-obesity-rep.pdf5.House of Commons Briefing Paper, Number3336, Obesity Statistics January 2021 ments/SN03336/SN03336.pdf6.Consultation Outcome, Further advertising restrictionsfor products high in fat, salt and sugar, -salt-and-sugar7.Ofcom, Online Nation 2021 report Online Nation 2021report.8.Consultation outcome: Introducing further advertisingrestrictions on TV and online for products high in fat,salt and sugar: government response, s J, Tackling obesity: the role of the NHS in awhole-system approach, The King’s Fund, 2021 021-07/Tackling%20obesity.pdf10. Cancer Research UK: Obesity risk doubles for teensbombarded with junk food adverts adverts11.Truman, E., Elliott, C. Identifying food marketing toteenagers: a scoping review. Int J Behav Nutr Phys Act16, 67 (2019). https://doi.org/10.1186/s12966-019-0833-212. Tatlow-Golden M, Parker D. The devil is in thedetail: challenging the UK department of health's2019 impact assessment of the extent of onlinemarketing of unhealthy foods to children. Int JEnviron Res Public Health. 2020 Oct 02;17(19):7231.doi: 10.3390/ijerph17197231. https://www.mdpi.com/resolver?pii ijerph1719723113. Consultation outcome evidence note f-costs-andbenefits14. Tatlow-Golden M, Parker D. The devil is in thedetail: challenging the UK department of health's2019 impact assessment of the extent of onlinemarketing of unhealthy foods to children. Int JEnviron Res Public Health. 2020 Oct 02;17(19):7231.doi: 10.3390/ijerph17197231. https://www.mdpi.com/resolver?pii ijerph1719723115. a,b Questions asking how much participants agreedwith a statement were asked on a scale of 1-10 (1 completely disagree and 10 completely agree). Thisinterpretation assumes anyone who gave a responseof 6-10 was assumed to agree and anyone who gavea response of 1-5 was assumed to disagree.Online food and drink marketing to young people: Key findings10
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food and drink adverts collected, over 70 per cent were deemed unhealthy. Some groups of young people reported seeing more unhealthy food and drink marketing than others. In our project, young people in lower income groups reported about 50 per cent more examples of unhealthy food and drink marketing than the young people in higher income groups.
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4.1 Exposure to Food and Drink Marketing Promotions 11 4.2 Differences in Awareness of Food and Drink Marketing 12 4.3 The Foods and Drinks That Young People are Observing Promotions For 16 4.4 Purchase Responses to Food and Drink Marketing Promotions 18 4.5 Differences in Purchase Responses to Food and Drink Marketing 19
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