Digital Marketing of unhealthy products to children: evidence from the WHO CLICK framework

Abstract

Abstract The rates of childhood obesity are rising, the “on-screen” times of children are increasing, and the marketing strategies are more personalized and targeting than ever. Exposure to digital marketing of unhealthy foods to children and adolescents is a major concern as food and beverage companies can target advertisements to specific children or adolescents based on their online profiles, personal characteristics, and previous browsing history. The WHO European Office for the Prevention and Control of Noncommunicable Diseases (NCD Office) developed the CLICK monitoring framework to support Member States to objectively monitor digital marketing as well as to enable them taking action in regard to marketing related regulations and policies, and to support their implementation. The CLICK frameworks address several important aspects of marketing that countries should consider when evaluating the national digital ecosystem. In two steps of the framework applications are used to monitor the marketing exposure of children and adolescents. One application captures all paid for advertisements children see when spending time on smartphone apps like social media platforms or YouTube. The second app complements these collected data by capturing indirect marketing like product placements and products advertised and promoted by influencers. Even though the monitoring framework provides important insights and clearly presents the need for strict marketing regulations, some areas where children are heavily exposed to marketing of unhealthy products are still understudied. One example is the field of online gaming.