Child Social Media Influencers and Unhealthy Food Product Placement
We aimed to determine the frequency with which kid influencers promote branded and unbranded food and drinks during their YouTube videos and assess the nutritional quality of food and drinks shown. Researchers used Socialbakers data to identify the 5 most-watched kid influencers (ages 3 to 14 years)...
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| Vydáno v: | Pediatrics (Evanston) Ročník 146; číslo 5 |
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| Médium: | Journal Article |
| Jazyk: | angličtina |
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United States
01.11.2020
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| ISSN: | 1098-4275, 1098-4275 |
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| Abstract | We aimed to determine the frequency with which kid influencers promote branded and unbranded food and drinks during their YouTube videos and assess the nutritional quality of food and drinks shown.
Researchers used Socialbakers data to identify the 5 most-watched kid influencers (ages 3 to 14 years) on YouTube in 2019. We searched for 50 of their most-watched videos and 50 of their videos that featured food and/or drinks on the thumbnail image of the video. We coded whether kid influencers consumed or played with food or toys, quantified the number of minutes food and/or drinks appeared, and recorded names of branded food and/or drinks. We assessed the nutritional quality of foods using the Nutrient Profile Model and identified the number of drinks with added sugar.
A sample of 418 YouTube videos met the search criteria, and 179 of those videos featured food and/or drinks. Food and/or drinks were featured in those videos 291 times. Kid influencers' YouTube videos were collectively viewed >48 billion times, and videos featuring food and/or drinks were viewed 1 billion times. Most food and/or drinks were unhealthy branded items (
= 263; 90.34%; eg, McDonald's), followed by unhealthy unbranded items (
= 12; 4.1%; eg, hot dogs), healthy unbranded items (
= 9; 3.1%; eg, fruit), and healthy branded items (
= 7; 2.4%; eg, Yoplait yogurt).
Kid influencers generate millions of impressions for unhealthy food and drink brands through product placement. The Federal Trade Commission should strengthen regulations regarding product placement on YouTube videos featuring young children. |
|---|---|
| AbstractList | We aimed to determine the frequency with which kid influencers promote branded and unbranded food and drinks during their YouTube videos and assess the nutritional quality of food and drinks shown.
Researchers used Socialbakers data to identify the 5 most-watched kid influencers (ages 3 to 14 years) on YouTube in 2019. We searched for 50 of their most-watched videos and 50 of their videos that featured food and/or drinks on the thumbnail image of the video. We coded whether kid influencers consumed or played with food or toys, quantified the number of minutes food and/or drinks appeared, and recorded names of branded food and/or drinks. We assessed the nutritional quality of foods using the Nutrient Profile Model and identified the number of drinks with added sugar.
A sample of 418 YouTube videos met the search criteria, and 179 of those videos featured food and/or drinks. Food and/or drinks were featured in those videos 291 times. Kid influencers' YouTube videos were collectively viewed >48 billion times, and videos featuring food and/or drinks were viewed 1 billion times. Most food and/or drinks were unhealthy branded items (
= 263; 90.34%; eg, McDonald's), followed by unhealthy unbranded items (
= 12; 4.1%; eg, hot dogs), healthy unbranded items (
= 9; 3.1%; eg, fruit), and healthy branded items (
= 7; 2.4%; eg, Yoplait yogurt).
Kid influencers generate millions of impressions for unhealthy food and drink brands through product placement. The Federal Trade Commission should strengthen regulations regarding product placement on YouTube videos featuring young children. We aimed to determine the frequency with which kid influencers promote branded and unbranded food and drinks during their YouTube videos and assess the nutritional quality of food and drinks shown.OBJECTIVESWe aimed to determine the frequency with which kid influencers promote branded and unbranded food and drinks during their YouTube videos and assess the nutritional quality of food and drinks shown.Researchers used Socialbakers data to identify the 5 most-watched kid influencers (ages 3 to 14 years) on YouTube in 2019. We searched for 50 of their most-watched videos and 50 of their videos that featured food and/or drinks on the thumbnail image of the video. We coded whether kid influencers consumed or played with food or toys, quantified the number of minutes food and/or drinks appeared, and recorded names of branded food and/or drinks. We assessed the nutritional quality of foods using the Nutrient Profile Model and identified the number of drinks with added sugar.METHODSResearchers used Socialbakers data to identify the 5 most-watched kid influencers (ages 3 to 14 years) on YouTube in 2019. We searched for 50 of their most-watched videos and 50 of their videos that featured food and/or drinks on the thumbnail image of the video. We coded whether kid influencers consumed or played with food or toys, quantified the number of minutes food and/or drinks appeared, and recorded names of branded food and/or drinks. We assessed the nutritional quality of foods using the Nutrient Profile Model and identified the number of drinks with added sugar.A sample of 418 YouTube videos met the search criteria, and 179 of those videos featured food and/or drinks. Food and/or drinks were featured in those videos 291 times. Kid influencers' YouTube videos were collectively viewed >48 billion times, and videos featuring food and/or drinks were viewed 1 billion times. Most food and/or drinks were unhealthy branded items (n = 263; 90.34%; eg, McDonald's), followed by unhealthy unbranded items (n = 12; 4.1%; eg, hot dogs), healthy unbranded items (n = 9; 3.1%; eg, fruit), and healthy branded items (n = 7; 2.4%; eg, Yoplait yogurt).RESULTSA sample of 418 YouTube videos met the search criteria, and 179 of those videos featured food and/or drinks. Food and/or drinks were featured in those videos 291 times. Kid influencers' YouTube videos were collectively viewed >48 billion times, and videos featuring food and/or drinks were viewed 1 billion times. Most food and/or drinks were unhealthy branded items (n = 263; 90.34%; eg, McDonald's), followed by unhealthy unbranded items (n = 12; 4.1%; eg, hot dogs), healthy unbranded items (n = 9; 3.1%; eg, fruit), and healthy branded items (n = 7; 2.4%; eg, Yoplait yogurt).Kid influencers generate millions of impressions for unhealthy food and drink brands through product placement. The Federal Trade Commission should strengthen regulations regarding product placement on YouTube videos featuring young children.CONCLUSIONSKid influencers generate millions of impressions for unhealthy food and drink brands through product placement. The Federal Trade Commission should strengthen regulations regarding product placement on YouTube videos featuring young children. |
| Author | Alruwaily, Amaal Bragg, Marie Cassidy, Omni Mangold, Chelsea Arshonsky, Josh Pomeranz, Jennifer L Greene, Tenay |
| Author_xml | – sequence: 1 givenname: Amaal surname: Alruwaily fullname: Alruwaily, Amaal organization: Department of Population Health, School of Medicine and – sequence: 2 givenname: Chelsea surname: Mangold fullname: Mangold, Chelsea organization: Department of Population Health, School of Medicine and – sequence: 3 givenname: Tenay surname: Greene fullname: Greene, Tenay organization: Department of Population Health, School of Medicine and – sequence: 4 givenname: Josh surname: Arshonsky fullname: Arshonsky, Josh organization: Department of Population Health, School of Medicine and – sequence: 5 givenname: Omni surname: Cassidy fullname: Cassidy, Omni organization: Department of Population Health, School of Medicine and – sequence: 6 givenname: Jennifer L surname: Pomeranz fullname: Pomeranz, Jennifer L organization: School of Global Public Health, New York University, New York, New York – sequence: 7 givenname: Marie surname: Bragg fullname: Bragg, Marie email: marie.bragg@nyulangone.org organization: School of Global Public Health, New York University, New York, New York |
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| Title | Child Social Media Influencers and Unhealthy Food Product Placement |
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