Prevalence of food and beverage brands in "made-for-kids" child-influencer YouTube videos: 2019-2020.

Abstract

Child health experts raise numerous concerns about the negative effects of children's exposure to unhealthy digital food marketing, including advertising and branded product placements on child-oriented videos. YouTube banned food advertising on "made-for-kids" channels in 2020, but research is needed to assess food-related appearances on increasingly popular child-influencer videos. Content analysis examined a sample of videos (n=400) uploaded in 2019-2020 by popular child-influencers on YouTube "made-for-kids" channels. We identified and coded all branded and non-branded food-related appearances (i.e., food, beverages, restaurants), ads, promotions, and sponsorship disclosures, and compared 2019 to 2020. Two-thirds of videos (n=260) had at least one food-related appearance, including branded product appearances (n=153), other brand appearances (n=60), and non-branded food-related appearances (n=203). Branded products appeared 592 times (M=3.9/video), including candy brands (42% of appearances) and sweet/salty snacks, sugary drinks, and ice cream (32% combined). Total food-related appearances did not change (2019-2020), but candy brand appearances increased significantly. Videos with non-branded healthy food category appearances also increased, but 70% also showed unhealthy branded and/or unbranded foods. Just one video disclosed a food-brand sponsorship. Additional policies are needed to protect young children from potential exposure to unhealthy branded foods on popular YouTube child-influencer channels.