Boelsen-Robinson Tara, Backholer Kathryn, Peeters Anna
Department of Epidemiology, Baker IDI Heart and Diabetes Institute, Melbourne, VIC, Australia School of Public Health and Preventive Medicine, Monash University, Melbourne, VIC, Australia.
Department of Epidemiology, Baker IDI Heart and Diabetes Institute, Melbourne, VIC, Australia School of Public Health and Preventive Medicine, Monash University, Melbourne, VIC, Australia
Health Promot Int. 2016 Sep;31(3):523-33. doi: 10.1093/heapro/dav008. Epub 2015 Mar 13.
The emergence of new media-including branded websites, social media and mobile applications-has created additional touch points for unhealthy food and beverage companies to target children and adolescents. The aim of this study was to perform an audit of new media for three top selling food and beverage brands in Australia. The top selling brand in three of the most advertised food and beverage categories was identified. Facebook, websites and mobile phone applications from these three brands were assessed using a combination of descriptive analyses and structured data collection during June and July 2013. Information on target audience, main focus of the activity, marketing strategies employed and connectivity were collected. Promotional activities were assessed against industry self-regulatory codes. McDonald's, Coca-Cola and Cadbury Dairy Milk were audited, with 21 promotional activities identified. These promotional activities appeared to use a number of marketing strategies, with frequent use of indirect product association, engagement techniques and branding. We identified strategic targeting of both children and adolescents. We found that while all promotional activities technically met self-regulatory codes (usually due to media-specific age restrictions) a number appeared to employ unhealthy food or beverage marketing directed to children. Brands are using engaging content via new media aimed at children and adolescents to promote unhealthy food and beverages. Given the limitations of self-regulatory codes in the context of new media, strategies need to be developed to reduce exposure of children and adolescents to marketing of unhealthy food and beverage products via these avenues.
新媒体的出现——包括品牌网站、社交媒体和移动应用程序——为不健康食品和饮料公司创造了更多针对儿童和青少年的接触点。本研究的目的是对澳大利亚三个最畅销的食品和饮料品牌的新媒体进行审查。确定了三个广告投放最多的食品和饮料类别中最畅销的品牌。在2013年6月和7月期间，结合描述性分析和结构化数据收集，对这三个品牌的Facebook、网站和手机应用程序进行了评估。收集了有关目标受众、活动主要重点、所采用的营销策略和连通性的信息。根据行业自律守则对促销活动进行了评估。对麦当劳、可口可乐和吉百利牛奶巧克力进行了审查，共识别出21项促销活动。这些促销活动似乎采用了多种营销策略，经常使用间接产品关联、互动技巧和品牌推广。我们确定了针对儿童和青少年的战略目标。我们发现，虽然所有促销活动在技术上都符合自律守则（通常是由于特定媒体的年龄限制），但有一些活动似乎采用了针对儿童的不健康食品或饮料营销手段。各品牌正在通过针对儿童和青少年的新媒体使用引人入胜的内容来推广不健康食品和饮料。鉴于在新媒体背景下自律守则存在局限性，需要制定策略以减少儿童和青少年通过这些渠道接触不健康食品和饮料产品营销的机会。
