Inventory of marketing techniques used in child-appealing food and beverage research: a rapid review
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REVIEW
Inventory of marketing techniques used in child-appealing food and beverage research: a rapid review Christine Mulligan1 • Monique Potvin Kent2 • Anthea K. Christoforou1 • Mary R. L’Abbe´1 Received: 2 February 2020 / Revised: 14 July 2020 / Accepted: 16 July 2020 Swiss School of Public Health (SSPH+) 2020
Abstract Objectives Restrictions on child-appealing food and beverage marketing have been prioritized globally. However, the concept of ‘‘child-appealing marketing’’ has not been consistently defined, leading to variability in policies and research. The objective of this review was therefore to generate an inventory of the marketing techniques that have been used in research to identify child-appealing marketing. Methods Based on WHO guidelines, this review identified primary research that analyzed child-appealing marketing techniques, using the OVID Medline database and hand searches in Google Scholar and PubMed. All marketing techniques were extracted, counted, and synthesized into an inventory, organized thematically and by popularity. Results From 133 publications, 1421 marketing techniques were extracted (mean 10.7/publication; range: 1–66). The final inventory included 117 techniques; the ‘‘use of characters, children, and actors’’ was the most popular theme. Conclusions The inventory and categorization generated by this research can be used for informing future research and for alerting policy-makers globally to the breadth of child-appealing food and beverage marketing techniques, helping move toward a consistent and comprehensive definition of child-appealing marketing in regulations aimed at restricting this type of marketing. Keywords Marketing to children Persuasive marketing techniques Food and beverage marketing Marketing restrictions Public health policy Children’s nutrition
Introduction This article is part of the special issue ‘‘Market-driven forces and Public Health’’.
Electronic supplementary material The online version of this article (https://doi.org/10.1007/s00038-020-01444-w) contains supplementary material, which is available to authorized users. & Mary R. L’Abbe´ [email protected] Christine Mulligan [email protected] Monique Potvin Kent [email protected] Anthea K. Christoforou [email protected] 1
Department of Nutritional Sciences, Faculty of Medicine, University of Toronto, Toronto, Canada
2
School of Epidemiology and Public Health, Faculty of Medicine, University of Ottawa, Ottawa, Canada
Children’s exposure to marketing for unhealthy food and beverage products is a global public health concern (World Cancer Research Fund International 2020). Given the susceptibility of children to the persuasive effects of marketing and its influence on children’s food preferences and consumption behaviors, child-appealing marketing is contributing to the growing burden of childhood overweight, obesity, and diet-related chronic disease (Sadeghirad et al. 2016; World Cancer Researc
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