US Food Company Branded Advergames on the Internet: Children's exposure and effects on snack consumption

Abstract

Public health researchers express concern about branded computer games on food company websites (i.e. advergames) that enable marketers to engage children for unlimited lengths of time to promote calorie-dense nutrient-poor foods. Study 1 examines children's exposure to US food company websites with advergames: 1.2 million children visit these sites every month and spend up to 1 hour per month on some. They primarily promote candy, high-sugar cereals, and fast food. Study 2 demonstrates their potential impact. After playing unhealthy food advergames, children consumed more nutrient-poor snack foods and fewer fruits and vegetables. Children who previously played advergames were affected the most; older and younger children were similarly affected. Advergames encouraging healthy eating did increase fruit and vegetable consumption: however, only one website in our analysis used advergames to promote primarily healthy foods. These findings support the need for restrictions on companies' use of advergames to market nutritionally poor foods to children.