Evans Rebecca, Christiansen Paul, Jones Andrew, Finney James, Boyland Emma
Department of Psychology, University of Liverpool, Eleanor Rathbone Building, Bedford Street South, LiverpoolL69 7ZA, UK.
School of Psychology, Liverpool John Moores University, Tom Reilly Building, Byrom Street, LiverpoolL3 3AF, UK.
Public Health Nutr. 2025 Jun 3;28(1):e109. doi: 10.1017/S1368980025100487.
The marketing of foods and non-alcoholic beverages (hereafter: food) high in fat, salt and/or sugar (HFSS) is implicated in the development of poor dietary habits, overweight and obesity. Digital media, including video game live streaming platforms (VGLSP), are an increasingly prominent source of food marketing exposure, particularly for young people. This study aimed to experimentally examine the impact of food marketing via VGLSP on eating behaviour in young people.
A between-subjects randomised controlled trial design was used to explore the impact of exposure to HFSS food marketing in a video game live stream (a static food banner advert present throughout the footage) on immediate consumption of the marketed snack and an 'alternative brand' of the same snack in a sample of adolescents ( 91, = 17·8, 69 % female). Relationships with food-advertising-related attentional bias and inhibitory control in relation to branded food cues were also examined.
University Psychology laboratory.
Exposure to HFSS food marketing, compared with non-food marketing, did not significantly impact immediate marketing or overall snack intake. Additionally, no significant effects for attentional bias or inhibitory control were found. However, although the overall model was non-significant, greater weekly use of VGLSP was significantly associated with greater marketed snack intake.
Findings suggest that while acute exposure to food marketing in VGLSP did not impact snack intake, perhaps more sustained exposure is impactful. Further exploration of this effect is needed, as well as studies investigating the potential impacts of other food marketing formats within VGLSP.
高脂肪、高盐和/或高糖（HFSS）食品及非酒精饮料（以下简称：食品）的营销与不良饮食习惯、超重和肥胖的发展有关。数字媒体，包括电子游戏直播平台（VGLSP），正日益成为食品营销曝光的重要来源，尤其是对年轻人而言。本研究旨在通过实验考察通过VGLSP进行的食品营销对年轻人饮食行为的影响。
采用组间随机对照试验设计，探讨在电子游戏直播中接触HFSS食品营销（整个视频片段中出现的静态食品横幅广告）对青少年样本（n = 91，M = 17.8，69%为女性）中被营销零食和同一零食“替代品牌”即时消费量的影响。还考察了与食品广告相关的注意偏向以及与品牌食品线索相关的抑制控制之间的关系。
大学心理学实验室。
与非食品营销相比，接触HFSS食品营销对即时营销或总体零食摄入量没有显著影响。此外，未发现注意偏向或抑制控制有显著影响。然而，尽管总体模型不显著，但每周更多地使用VGLSP与更多地摄入被营销零食显著相关。
研究结果表明，虽然在VGLSP中急性接触食品营销不会影响零食摄入量，但或许持续时间更长的接触会产生影响。需要进一步探讨这种影响，以及研究VGLSP中其他食品营销形式的潜在影响。
