WHO'S FEEDING THE KIDS ONLINE? - Digital Food Marketing and Children in Ireland - Report prepared for the Irish Heart Foundation 2016
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WHO’S FEEDING
THE KIDS ONLINE?
Digital Food Marketing and Children in Ireland
w
w w
Report prepared for the Irish Heart Foundation – 2016 Irish Heart Foundation2 3
Who’s Feeding
The Kids Online?
Digital Food Marketing and Children in Ireland
Dr. Mimi Tatlow-Golden Ph.D.
With Lynne Tracey BA, FIAPI and Dr. Louise Dolphin Ph.D.
Report prepared for the Irish Heart Foundation – 2016
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland4 3
Table of Contents
Summary 4
Recommendations 6
1. The web of influence: Marketing food to children goes online 7
1.1 Food marketing and children’s rights 8
1.2 The limits of current regulation 9
1.3 Digital media, children and marketing 10
1.4 Understanding the effects of digital marketing and children’s ability to resist it 11
1.5 Identifying digital food marketing seen by children: An imbalance of access and power 12
1.6 Who’s responsible? An issue of choice, or of children’s rights? 13
2. On the homepage: Websites of top food and drink retail brands 15
2.2 Advergames and apps 18
2.3 Appealing to families 19
2.4 Food and drink website features appealing to teens 20
2.5 Competitions 22
2.6 Summary 24
3. On Facebook: Food brand Pages popular among young teens 25
3.1 Brands with the greatest ‘reach’ in Facebook among users aged 13 and 14 years in Ireland 27
3.3 Analysing brand Pages: Brand Page ‘likes’ and brand post ‘likes’ and shares 28
3.4 Analysing brand Pages: Coding the brand posts for marketing techniques 30
3.7 Postcript: What do children actually see in their Facebook News Feeds? 38
4. Who’s feeding the kids online: What do parents know? 39
4.1 Exploring parents’ views 40
4.2 Participating parents 41
4.3 Food decisions at home and eating with friends 41
4.4 Parents’ awareness of and views about advertising 42
4.5 Talking with their teen about advertising and food ads 42
4.6 Parents’ responses to online food marketing 43
4.7 After viewing the ads 47
4.8 Summary 48
5. Digital food marketing to children and young people: The way forward 49
6. Recommendations 53
References 56
Endnotes 59
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(text, graphs, screen shots etc) is © The Irish Heart Foundation, 2016 – all rights reserved.
Glossary 61
For reproduction or use of this Report, permission must be sought directly from the copyright holder. Appendix 62
The information and views set out in this Report are those of the author(s) and do not necessarily reflect the
official opinion of the Irish Heart Foundation. Responsibility for the information and views expressed herein
lies entirely with the author(s). Neither the Irish Heart Foundation nor its directors, officers or employees
nor any person acting on their behalf may be held responsible for the use which may be made of the
information contained in this Report.
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www.irishheart.ie Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation4 5
Summary
@
Although little marketing directed
at young children on food brand
websites was found, there was a
strong focus on teen-appealing
Obesity in children and young people is a global health challenge. The widespread marketing of
content on websites and on
unhealthy foods (food and non-alcoholic drinks high in fat, sugar and salt, or HFSS) plays a causal social media, using powerful
role in unhealthy eating and obesity. Food and eating is typically presented as an issue of ‘choice’. engagement-, emotion-, and
However, this disregards the fact that current obesogenic environments use many tactics to entertainment-based tactics. Parents
of young teens in Ireland are largely
promote unhealthy foods, interfering with people’s ability to make good choices.
unaware of this. There are clearly
challenges presented by national
regulation of global media, yet
Ireland restricts HFSS broadcast
any site where young people enter
advertising to under-18s on TV
their age to register could switch Facebook Food brand Pages Parents are unaware of
and radio, but has not yet tackled
off HFSS advertising to under-18s popular with 13-14 year digital food marketing and
regulation of digital marketing.
immediately. olds: Engagement, emotion, its engagement techniques.
Children in Ireland are increasingly
active on digital media, with most 9 Here, brief synopses of each section entertainment They consider many of them
to 16 year olds now going online via of the study are presented, followed In Facebook, all the food/drink misleading and exploitative
a smartphone. Digital media have by the recommendations. brand Pages with the greatest Parents of 13-14 year olds were
fundamentally changed marketing, reach among users aged 13-14 in selected from a large online panel
and evidence from marketers
Websites of top retail food Ireland are for brands that feature to reflect a range of demographics
and digital platforms indicates brands in Ireland: 1 in 5 very HFSS products. They included in Ireland and 33 took part in an
that online methods increase the appealing to teens major international brands (e.g., online interactive interview. They
impact of marketing, including Other jurisdictions report Coca-Cola) and local Irish ones had generally positive attitudes to
for unhealthy foods. Digital widespread engaging and (e.g., Tayto). Some brands posted advertising, and though two-thirds
marketing can target children using immersive children’s sections, but updates on their Pages infrequently, felt teens should not view HFSS
sophisticated analytics, as opposed on 73 websites of the top retail less than once a week, but others food advertising, they were largely
to broadcast TV advertising which food brands in Ireland, just 1 in 10 posted more than once daily. Brands unaware of and indifferent to the
can only rely on a scattergun effect. had some child-directed content, actively sought user engagement, issue of digital food marketing,
much of it at most mildly engaging. seeking ‘likes’, tags, comments, and almost none knew how brand
Whereas anyone can inspect ads
In informal discussions, digital and photos, and providing many content reaches Facebook users’
that are shown on TV, the targeted
marketers in Ireland reported that links and hashtags (#). In addition News Feeds. They conceived of
nature of digital marketing means
in Ireland’s HFSS regulatory context, to bold graphics and strong visuals, ads online as requiring opening,
that parents and policymakers are
directing food marketing specifically they featured competitions, had or clicking to skip. However, once
unaware of who is feeding our kids
at young children is now considered a strong emphasis on humour, parents had viewed examples of
online.
unethical, and that therefore they invoked fun and ‘special days’, food marketing from digital media,
This study examined: target parents of young children and linked to entertainment and their attitudes shifted. They said
1. Content appealing to children instead. Notably, however, one in events (current movies, music, TV, they had been unaware of how
and young people on websites five websites, almost all for items festivals). Over a quarter of the 354 subtle digital food marketing is
of top food and drink retail high in fat, salt or sugar (HFSS), had brand posts analysed did not show and felt that great maturity would
brands in Ireland content directed at or appealing food, packaging or a brand logo, be needed to resist. They voiced
to older children or teens, focusing indicating a shift to more subtle particulary strong concerns about
2. Marketing techniques on on teen activities, entertainment promotional strategies that are less celebrities and sporting heroes
Facebook Pages of food brands and sporting celebrities, and easily identified as advertising. engaging in what they considered
that have the highest reach competitions with entertainment-, misleading advertising for unhealthy
among young teens, the first media- and sport-based prizes. foods. When shown prompts from
such study of which we are Not included in this analysis, and ads to ‘tag’ friends in Facebook, two-
aware requiring systematic examination, thirds of parents used terms such
3. Parents’ awareness of digital were video games, apps in app as immoral, dishonest, exploitative,
food marketing to their children stores, fast food websites, and or should be banned. After viewing
in an online, two-stage survey websites for international products the marketing examples, three-
with digital marketing examples of appeal to children in Ireland. quarters of parents were strongly
and open-ended response against teens receiving digital HFSS
options. marketing.
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation6 7
Recommendations
1. Recognise children’s rights to 5. Disrupt the language of ‘choice’ must be grounded in careful, child-
participation - but also to health and ‘responsibility’ centred research, as eating unhealthy
and protection Obesogenic environments push foods currently often forms part of
Children have the same rights online unhealthy choices through food children’s identity as separate from
as they do offline. These include
rights to participate in social life and
promotion, pricing and availability.
Framing families’ and children’s
the adult world in Ireland and across
Europe, so general ‘healthy eating’ 1. The web of influence:
to have their voices heard, but also eating as purely a matter of ‘choice’ messages from adults may even
encourage less healthy practices.
Marketing food to children goes online
rights to health and to have their disregards the impact of obesogenic
Children have also been found
best interests considered. Therefore, environments on children, young
to attend less to marketing for
ways need to be devised to ensure people and parents – and also
healthier items, although this may
that under-18s can participate safely disregards the choices made by food
depend on the nature of the ads.
online – without being subject to companies to promote such items to
For example, what would the effect
targeted marketing for products that children, parents of young children,
be if the ‘heroes of the young’ (such
have been demonstrated to have a and teens.
as YouTube vloggers, and sporting
negative effect on their health and
6. Prohibit ‘heroes of the young’ stars), who currently promote
well-being, and without having their
from marketing HFSS products unhealthy foods, were instead to turn
data harvested and resold online.
to promoting healthy items? Finally,
To protect children and young
2. Extend existing regulation for it is important to note that social
people, ‘heroes or heroines of the
broadcast media to all digital media marketing for healthier eating alone
young’ – celebrities in entertainment,
is not the answer. It cannot replace
Statutory regulation in Ireland has sport and other domains – are
the need for regulation, as public
established the principle of no HFSS prohibited from marketing any
health cannot match the marketing
broadcast advertising to under-18s. alcohol advertising in Ireland (ASAI,
budgets of major food companies.
The same should apply to social 2015). This exclusion should be
media and all other digital platforms. extended to all HFSS marketing. 9. Equalise access to information
about digital HFSS marketing
3. Identify international options for 7. Inform young people, parents and
Media platforms, marketers and
ending HFSS food promotion policy makers about digital food
food brands have extensive access
Obesity has become a global health marketing.
to data about children, and they
challenge, and tackling obesogenic The ‘Internet safety’ issue tends to
engage in extensive research on
environments – of which HFSS push marketing into the background them without independent research
marketing is a part – must become when children’s digital participation ethics governance. In contrast, those
a global priority, particularly HFSS is discussed, but individually targeted concerned with public health cannot
marketing to which children and marketing is a well-being issue access these data. Yet – in an era of
young people are exposed. of itself – and is linked to privacy targeted and personalised marketing
concerns through the collection of – it is essential that researchers
4. Close loopholes in current personal data. Young people, parents concerned with children’s well-being
regulations and policymakers need information find ways to systematically examine
As in other jurisdictions, Ireland’s on privacy issues and how children’s children’s engagement with digital
statutory regulation lacks data is used to target them, their food marketing in Facebook and
effectiveness, as it is limited to friends and their families. They also beyond (e.g., Instagram, Snapchat,
children’s programming on pre-6pm need to be informed about the video games that deliver in-game
TV, and is governed by one of the effectiveness of emotional marketing ads, branded food and drink
most lax Nutrient Profiling models approaches that function through apps appealing to children and
by international standards (UK implicit ‘stealth’ persuasion. more). Which children are more
Nutrient Profiling; UK NP). Regulatory likely to engage? In what way do
loopholes should be closed, and UK 8. Consider the potential of ‘social
they do so? What effect does this
NP replaced with a simpler, stricter marketing’ for healthier habits
have? Answering these questions
system such as the WHO European Social marketing seeks to change is essential. In the interests of
Region 2015 Nutrient Profiling (WHO a group’s perceptions of what is children’s rights to health, protection
Euro-NP) which has rapidly gained normative behaviour. It is often and participation online as well
acceptance across WHO Regions recommended to prompt healthy as offline, this imbalance of access
worldwide. eating. However, any such approach needs to be equalised.
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation8 9
1. The web of influence: Marketing food to 1.2 The limits of current regulation
Some governments have responded
children goes online to calls for marketing restrictions,
implementing regulations of varying
impact to limit children’s exposure
In Ireland, one in four children is overweight or obese. Current World Health Organisation (WHO) to marketing for unhealthy foods
predictions are that in 2025, over 80% of aduts in Ireland will be overweight or obese, the highest in Europe, Asia, South America
proportion in the WHO 54-country European Region (UK Health Forum/WHO 2015). Tackling the and the Middle East (see World
Cancer Research Fund [no date]).
underlying causes of obesity in Ireland is a critical issue for children’s rights, health and well-being.
In 2013, Ireland established the
important principle that items
high in fat, salt or sugar (HFSS)
should not be advertised to
under-18s on broadcast media (TV
and radio), when the Children’s
Commercial Communications Code
update prohibited advertising
HFSS products around ‘children’s
programming’ (Broadcasting
Authority of Ireland [BAI], 2013).
Ireland’s broadcast ban, however,
despite being a strong statement
about protecting children and
young people, has only been
partially successful at reducing
exposure to HFSS marketing. with carrot sticks). The definition of forms of digital marketing, rather
The ban applies to ‘children’s HFSS currently applied in Ireland, than displacing effects of traditional
programming’, when under-18s the UK Nutrient Profiling model (UK media such as television, instead
form 50% or more of the audience, NP; UK Department of Health, 2011) magnify them, as described in
and up to 6 pm – yet most of the TV has been identified as lax compared section 1.3.
programming children and young to other international systems
Currently digital marketing of
people view does not meet these (Scarborough et al., 2013). It permits
food to children in Ireland is
criteria. As a result, even very young marketing to children of foods with
subject to voluntary regulation by
children in Ireland are likely to see more than 10g sugar per 100g, or
the advertising industry’s Code
over 1,000 unhealthy food ads on drinks with artificial sweeteners,
(Advertising Standards Authority
television a year under current which do not pass recommendations
for Ireland; ASAI, 2015). Although
1.1 Food marketing and children’s rights regulations (Tatlow-Golden et al., for marketing to children under the
the Code defines children as those
2016), and older children who watch WHO Europe Nutrient Profile model
under 18, and states that marketing
Although eating habits and the which consulted with over 100 primacy of the child’s best interests. more TV later in the day probably (WHO, 2015).
should not ‘encourage an unhealthy
causes of obesity are complex WHO Member States (WHO, 2016). This leads to the understanding, as view substantially more.
A final, major factor limiting the lifestyle or unhealthy eating or
and are affected by many factors, Recently, the UN Special Rapporteur the WHO Commission noted, that Similar regulation gaps have been effectiveness of current regulation drinking habits’ (Rule 8.16), this
systematic reviews of research on the right of everyone to the States have a ‘moral responsibility’ identified in the US and the UK, in Ireland, and the one that has is open to interpretation as no
have consistently found that food enjoyment of the highest attainable to act in this regard (WHO, 2016). and in the UK HFSS advertising has provided the impetus for this report, definition of unhealthy eating or
marketing plays an independent standard of physical and mental The need to act to reduce food shifted to general-view programmes is that existing statutory regulations drinking habits is given and no
causal role (Cairns, 2013; Cairns et health has also done so (UN, 2014). marketing has also recently been viewed by many children (Boyland only apply to broadcast media – Nutrient Profiling system is applied
al., 2009; 2013; Galbraith-Emami & Increasingly, it is recognised that addressed by Better Outcomes, et al., 2011; Galbraith-Emami & they do not encompass the Internet. to define items that should not be
Lobstein, 2013; WHO, 2016). For this this is an issue of children’s rights. Brighter Futures, Ireland’s whole- Lobstein, 2013; Harris et al., 2013). As use of digital media increases advertised to children. In general,
reason, the WHO has repeatedly The United Nations Convention on of-government national policy There are further factors limiting the among children and young people voluntary schemes are weaker
called for reductions in children’s the Rights of the Child (UN, 1990) framework for children and young effectiveness of current regulation. in Ireland, this is becoming more of and less well implemented and
exposure to food marketing for enshrines children’s rights to the people 2014-2020 (Department of Brands that sell primarily unhealthy a concern. Not only do digital media monitored than statutory regulation
unhealthy foods, most recently highest attainable standard of Children and Youth Affairs, 2014). foods can evade the ban by provide new and engaging ways for (Galbraith-Emami & Lobstein, 2013).
in the Report of a Commission health, protection from harm, and advertising with healthier items (e.g., brands to seek to engage children
on Ending Childhood Obesity, requires States to recognise the McDonald’s advertising Happy Meals and young people, but these new
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation10 11
1.3 Digital media, children and marketing 1.4 Understanding the effects of digital marketing and children’s ability to resist it
The media landscape has been Geolocation in smartphones also A long-held assumption is that the with it (Lawlor, 2009), suggesting ‘breaks’ or identification of ads or
changed profoundly by digitisation, allows marketers to identify exactly ability to resist advertising effects is that they are not motivated to resist branded content (Ali et al., 2009).
as have marketing activities where a child or young person is. governed by conscious awareness its effects. In social media, studies Second, resistance may be harder
(Mulhern, 2009), and marketers and understanding about ads. Most of teens in the US and UK indicate to activate for digital marketing
This host of tracking activities gives
report that digital marketing has research on children and advertising that about half to two-thirds like such as promotional ‘advergames’
marketers the powerful ability to
a powerful capacity to amplify has addressed the question of the advertising and engage with it (brand-created interactive games
specify what children and young
advertising effects. In France and age at which children can recognise (Logicalis, 2016; Nielsen, 2009). incorporating branded visuals).
people look at online, who they
the US, market research reports ads, and when they can understand Furthermore, the impact of ads on These are exciting and immersive,
are connected to, and even where
that direct return on investment that advertisers wish to persuade children’s emotions is frequently so even when children understand
they are. This certainly raises
for online Coca-Cola and Cadbury people to buy things. Discussions not addressed. Psychological and that they intend to persuade,
privacy concerns. However, a less
campaigns was about 4 times about advertising typically neuroscientific evidence indicates playing them establishes positive
frequently discussed matter of
greater than for TV: Kantar draw on this body of research to that emotional ads are processed brand associations (Rozendaal
concern is that marketers use this
calculated that for a Coca-Cola conclude that once children can with little conscious awareness and et al., 2011). Third, considerable
information to target individuals,
campaign in France, Facebook recognise ads, they will be able result in ‘implicit persuasion’ (Nairn HFSS food marketing is delivered
including children, more perfectly.
accounted for 2% of marketing to resist them (Harris et al., 2009), & Fine, 2008), and an audit of nearly in the exciting, peer-saturated
The US Children’s Online Privacy
cost but 27% of incremental sales and developmental research has 900 ad campaigns found emotional environment of social media such
Protection Act (COPPA), which
(Peterson, 2014). In addition to generally concluded that by the ads (with little or no rational content) as Instagram and Facebook, where
requires ‘verifiable parental consent’
direct returns on investment, age of 12, children have adult-level were most effective (Binet & Field, children in Ireland have accounts
before collecting information from
online marketing creates further, recognition of advertising and can 2009). Therefore, when ads focus on from the age of about 9 years on
children under-13 years (coppa.org),
synergystic effects. Facebook therefore resist it. emotions rather than information as and where participation increases
discourages OBA directed at under-
reports that its ads increase target their route to persuasion, questions steeply from 13 years (O’Neill & Dinh,
13s, as does Ireland’s ASAI Code (ASAI, And yet there are problems with
audience reach, ad memorability, dependence or overdependence on of when children can recognise an 2015).
2015). However, the 2015 Global this conclusion. Even if marketing
brand linkage and likeability, smartphones (O’Neill & Dinh, 2015). ad and resist it do not apply.
Privacy Enforcement Network Sweep is recognised, and understood, Even though social media
compared to television alone
One of the most pronounced of apps and sites targeting children, in order to resist it one must also In this context, digital marketing participation is intended to be
(Facebook, 2015), and Facebook
changes in marketing in the new or popular with them, found that activate resistance and have the adds a number of challenges. First, limited to those aged 13 years
ads across 14 campaigns generated
digital landscape is the shift from two-thirds of sites and apps (67%) motivation to do so (Rozendaal et children find digital marketing and up, when children typically
nearly triple the ad recall compared
broadcast to targeted advertising across the world collect identifying al., 2011). Yet from early childhood, harder to identify than television recognise and understand the
to control groups (Gibs & Bruich,
that is crafted for individual users’ information from children (Data children often describe enjoying advertising, as it is typically purpose of advertising, the presence
2010). Econometric analysis of fast-
demographics and their online Protection Commissioner, 2015), and advertising and wishing to engage presented without clear ad of HFSS marketing in social media is
moving consumer goods brand
behaviours (Online Behavioural apps / websites tested for Ireland a concern. Research demonstrates
marketing (including food and
Advertising, or OBA). To deliver OBA, collected technical data such as that teens are more susceptible
drinks) in Europe found that online
technical and personal information cookies (61%), UID (unique identifier to marketing than adults, due to
marketing magnifies returns on
about Internet users is collected of a computer; 50%), IP address (28%), factors such as reduced inhibition
other media investment, e.g., a 70%
from websites, social media and and Geolocation (28%). In addition, and gratification delay; greater
increase for TV and 71% for cinema
apps, using site or competition once children are 13 years old, or responsiveness to peer influence;
(Microsoft, 2013).
registration forms and many digital earlier if they signed up for a social and the developmental need to
Digital HFSS marketing is a concern identifiers and trackers. ‘Cookies’ network with a false date of birth, establish their own identity (Harris
as rates of children’s Internet use (a small piece of data sent from a marketers, brands, digital platforms et al., 2009; Harris et al., 2014;
are rising in Ireland. Three-quarters website and stored in the user’s may target them freely. Pechmann et al., 2005). A substantial
of 9-16 year olds access the Internet web browser), which are quite easily part of teens’ ‘identity work’ – a key
Marketers take advantage of
daily; nearly 20% go online for deleted, have been augmented by task of adolescent development
these rich digital data to create
more than 3 hours daily at the a host of more persistent tracking – now takes place in social media
‘unprecedented intimacies’ between
weekends and 40% are online for methods such as flash and zombie (boyd, 2014b), including through
them and children (Montgomery
more than an hour daily during the cookies and device fingerprinting; consumer practices, representation
et al., 2012). Furthermore, such
week (O’Neill & Dinh, 2015). With a these can follow users’ journeys and transfer of symbolic meaning
targeting methods are shutting out
smartphone, children in Ireland feel and activities online in detail, even from brands, which function as
researchers and policy makers who
more connected to their friends; following them from one device to psychological symbols of personal
wish to measure digital marketing to
three-quarters feel they must always another, mapping every device they attributes and social goals (Levy,
children and its effects. We return to
be available for contact; nearly half use, every web location they explore 1969, in Leiss et al, 2013; McCreanor
this below in section 1.5, before first
often feel a strong need to check and what they do there, and all the et al., 2005). In relation to food in
considering children’s susceptibility
their phone; and four in ten display links in their social networks (Office particular, neuroimaging research
to digital marketing.
two or more such indicators of of the Privacy Commissioner, 2015). of food advertising has found
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation12 13
teens to be particularly responsive In Ireland, adolescents are In sum, therefore, although teens ‘Competitive intelligence analysis’ Therefore, as researchers do not generated by the role that digital
(Gearhardt et al., 2014) and research influenced in HFSS choices by peers; have adult-level understanding of the of digital marketing (analyses of have access to the carefully-guarded platforms now play in public life
across Europe from Ireland to Cyprus enjoy eating such foods with friends; purpose of advertising, this does not data carried out by analysts external marketing analytics on children and the communications landscape
has found that teens use unhealthy use their increased autonomy protect them from emotion-based to a company), which can identify available to social media platforms (Pasquale, 2015; Sandvig et al., 2014;
food as a peer activity and a within restricted budgets to buy marketing. Many are particularly some demographics of users’ online and food brands, it is impossible Tufekci, 2015).
feature of their generational, ‘teen’ HFSS foods; and strongly prefer susceptible to food marketing – yet behaviour, is less accurate in small to specify how much digital
While researchers work on
identity (Fitzgerald et al., 2010, 2013; HFSS foods despite understanding the teen years are largely neglected countries such as Ireland due to advertising children and young
developing methods and gaining
Ionnanou, 2009; Stead et al., 2011; healthy eating principles (Fitzgerald where food marketing policy and small samples (Kaushik, 2015). And people actually see, particularly in
access to data, it remains critical
Trew et al., 2005). et al., 2010). research are concerned. researchers who analyse large-scale smaller countries such as Ireland.
to understand the HFSS digital
social media datasets (‘Big Data’) told This is a research area that is certain
marketing techniques that children
us they could not reliably segment to develop rapidly in the coming
1.5 Identifying digital food marketing seen by children: An imbalance of access and power and young people are exposed to, as
users by age, a crucial requirement months and years. It is also a topic
digital marketing, rather than simply
Despite the many factors described see is targeted or personalised to The atomisation of children’s media for those interested in children’s HFSS for ethical discussion, as ever-greater
replacing traditional advertising,
above indicating that children varying degrees. The platforms, practices presents challenges to marketing exposure online. imbalances of power are being
amplifies its effects.
and young people are likely to sites and channels they view online researchers seeking to understand
be susceptible to digital food are fragmented, by age, gender digital food advertising to children,
marketing, identifying their exposure and country, and over time. As an but the greatest challenge of all is
1.6 Who’s responsible? An issue of choice, or of children’s rights?
to marketing of HFSS food and drink example, UK research with over 400 presented by online behavioural
is extremely challenging (Cairns, children aged 7 to 12 years (drawn advertising (OBA).
2013). One might imagine, in a from a panel of 25,000+ children run
As noted above, in the process of
relentlessly data-driven age, that by digital marketers SuperAwesome;
delivering OBA, brands, media and 6’6”
information on children’s and young December 2013) reported YouTube
6’0”
? ? ? ?
marketing platforms gather vast
people’s media practices, and on as the most popular site among boys
amounts of information on young
the ‘reach’ of digital marketing to and girls aged 7-12 – but YouTube
people’s marketing exposure and 5’6”
children, would be easy to come houses millions of channels, so
by. Yet this is not the case. While this doesn’t clarify which channels
engagement, and conduct extensive 5’0”
and sophisticated analyses of their
researching this report, we made children are viewing. Gender
behaviours. However, researchers 4’6”
contact with digital marketers, differences were also evident with
digital marketing researchers, and girls favouring Facebook, Movie
cannot simply ‘go online’ to identify
the advertising children see, as
4’0”
digital data and Big Data specialists Star Planet and CBBC whereas
researchers have different platform,
in Ireland; with UK digital marketers boys preferred Friv, Minecraft and
browser and device histories to
who specalise in marketing to Facebook.
children and young people and are
children; and with international
Furthermore, children’s and young therefore unlikely to be delivered
researchers monitoring food
people’s digital media preferences the same ads. Researchers also
marketing to children and young
may change rapidly, although cannot access proprietary industry
people. No-one could direct us Finally, it is important to highlight food marketing is an integral part As the use of the language of
media storms about the ‘death’ of data because it is rarely made
to good quality information on that, when food marketing (Swinburn et al., 2011). Obesogenic ‘choice’ places all the responsibility
certain online locations should be available to outsiders. On the rare
the extent and nature of digital to children is being debated, environments prompt frequent on individuals, and none on
treated with caution, as these are occasions that limited analyses are
marketing to children and young discussions are usually framed consumption of unhealthy foods, food companies, marketers and
often based on anecdotal reports of available, the cost is prohibitive
people in Ireland that was available around twin rhetorics of ‘choice’ interfering with individuals’ ability governments, understanding
single individuals or small groups, or (e.g., we were quoted over €60,000
to individuals outside industry at a and ‘parental responsibility’. Food to act in their own long-term parents’ views of digital food
misinterpretations of evidence (boyd, for some rudimentary information).
reasonable cost. companies state their belief that interest. Food companies promote marketing is important. Do they
2015; Cellan-Jones, 2013; Magid, 2015; Some companies (such as comScore,
On TV, advertising is broadcast see also Mascheroni & Ólafsson, Alexa and others) do sell some data from the teens onward, individuals availability and affordability of believe the issue of food, eating
in single blocks to large numbers 2014, p.35 note 9). Finally, it should on children’s digital activity and can make rational choices about unhealthy foods (Greenfield, 2011; and food marketing is primarily a
of people. As long as one knows be borne in mind that not all online marketing exposure, but not for their snacking and eating – see Swinburn et al., 2011), and spend matter of choice for themselves
which channels and times have high locations popular with children and under-15s in Ireland, and drawing for example Mars’ marketing code vast budgets on building emotional and for young people? Or do they
child viewership, it is relatively easy young people feature advertising, inferences from other countries (Mars [no date]) – and parents are associations with them – one agree with the WHO (2016) and the
to measure children’s advertising although it can be expected that is problematic, as inter-country assigned primary reponsibility for estimate found that food companies’ United Nations Special Rapporteur
exposure. Online, however, media wherever it is absent, sites will differences in children’s digital media their children’s eating (Handsley et spend on promoting unhealthy (UN, 2014) that society has a moral
and children’s uses of it are highly eventually seek to ‘monetise’ their use can be pronounced (O’Neill & al., 2014). However, such positions foods is approximately 500 times responsibility to protect children’s
fragmented. Children see marketing offerings. For example, Instagram Dinh, 2015). In fact, seeking data on ignore the strong evidence for the the amount that the WHO spends on right to health and restrict children’s
in some online settings, but not was ad-free until advertising began children’s digital practices in a small impact of present-day ‘obesogenic’ promoting healthier practices (Lang and young people’s exposure to
others, and the marketing they late in 2015 (Delzio, 2015). country is a particular challenge. food environments, of which & Millstone, 2002). food marketing?
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation14 15
1.7 Aims of this study
In conclusion, basic knowledge the digital food and drink marketing and young people in Ireland, and
is missing about the digital food appealing to, or directed at, children is a location where advertisers are
marketing that children and teens and young people in Ireland. It also very active. Finally, to indicate
are exposed to in Ireland, and about studied (1) websites of top Ireland what information families need, and
parents’ knowledge and attitudes on food and drink retail brands – as whether there is a public appetite for
this topic. Although data available to reports from other countries indicate regulation of digital food marketing
non-industry researchers on digital these have much content directed at to children, the report also explored
marketing are currently extremely young children – and (2) Facebook (3) parent awareness and views in
limited, this study aimed to make brand Pages – as Facebook is a single Ireland of digital food marketing.
essential first steps in identifying platform, most popular with children
2. On the homepage:
Websites of top food and drink retail brands
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation16 17
2. On the homepage: Websites of top food and Examples of websites with child-directed content – from 73 websites of the 100 top retail
brands in Ireland
drink retail brands Website Tab Child-directed content
www.pom-bear.co.uk/home¹ Family Fun ■■ Homepage (see image) had bright colours, cartoon
In Australia, the US, Canada, and the UK, studies report that 3 to 8 out of 10 websites of food and soft (KP snacks) images, large bold graphics
drink brands, primarily for HFSS products, have features designed for children, such as children’s ■■ Family fun tab had craft ideas, e.g., create PomBear-
decorated Christmas lanterns, cups
areas, advergames, brand spokescharacters, videos, ‘webisodes’, branded education and interactive ■■ A 10 question nutrition quiz implied that eating Pombear
features, all designed to engage children in lengthy brand-related exposure and build positive snacks (potatoes) and ketchup (tomatoes) is good for
health
associations with the products and brands (Henry & Story, 2009; Cheyne et al., 2013; Kelly et al., ■■ When Googling ‘PomBear games’ we were linked to www.
2008; Potvin Kent et al., 2013). As far as we know, there has never been a systematic examination of pom-bear.co.uk/games/world-builder/login.html
websites for food and drink products in Ireland, to identify techniques appealing to children.
As data are not available on the food www.taytocrisps.ie² Fun Stuff & Tayto Crisps homepage (see image): Bright colours, story-book
Led to www.taytopark.ie Colouring style cartoon-like illustrations and featured Mr Tayto.
and drink brands that are of greatest
Pages ■■ Fun Stuff tab led to a ‘Mastermind’ quiz about Tayto.
appeal to children in Ireland, we
■■ Colouring Pages: Pdfs (Mr Tayto/ bag of Tayto crisps)
identified 83 of Ireland’s top food
■■ Tayto Park linked to www.taytopark.ie
and drink retail brands from a listing
■■ Children, teens on theme park attractions.
of Ireland’s 100 top retail grocery
■■ Zoo: introductions to animal galleries. dedicated animal
brands (Checkout, 2014; based on pages
Nielsen ranking of over 6,500 brands ■■ Early October: Hallowe’en, Santa visits featured
in over 200 product categories of
‘fast moving consumer goods’).
Google searches were conducted to www.avonmore.ie³ Bó Corner ■■ Parent-directed site with Bó Corner tab (Bó page – see
locate brand sites with .ie (Ireland) image)
domain addresses. If none could ■■ Bó Chase game (only the page itself was branded; see
image). A cow herds unbranded glasses of milk onto a milk
be located, the .co.uk (UK) site was float; Heard [sic] the glasses of milk onto the Avonmore
examined; where neither was found, milk float as fast as you can without spilling any. Careful
.com (international, usually US sites) now!).
websites were explored, some of ■■ Pdfs of colouring sheets.
which redirected to Irish sites or
content.
www.john-west.ie⁴ Trawler More parent-directed:
2.1 Kids’ and fun areas on Fun ■■ Entertainment for Tiddlers and Old Sea Dogs
food and drink websites ■■ Downloads of colouring sheets
■■ Link to YouTube video
Websites were found for 82 of the
83 brands (73 individual sites; see
Appendix). Some, e.g., Cadbury,
that no site had a section named kids were parent-oriented (Flora, John
Denny, Avonmore, host multiple
or children, and overtly designated West, and Avonmore) and three were
products; other brands have more
children’s areas were almost entirely somewhat child-oriented (Miwadi,
than one site, e.g., Tayto crisps has a
absent. Of the 73 sites, 8 had a tab or Tayto crisps, and the Tayto Park site). Not Shown:
tab that leads to the Tayto Park site.
image on the homepage named Fun, Finally, the Pombear site (a KP Snacks
A full ‘sweep’ of the 73 websites was www.miwadi.ie Fun A ‘Fun’ tab led to a set of options:
a child-oriented Corner, or content brand) was the only site identified
conducted between 28 September ■■ A simple game, similar to the Avonmore game (only the
for children to engage with (the that was strongly child-oriented with
and 10 October 2015, to identify page itself was branded, not the game): Catch fruit as it
Pepsico.ie site was then excluded as substantial child-related content falls in a truck
designated children’s areas and
it was an adult-directed, corporate and bright colours and the PomBear ■■ Screensaver (bottle of Miwadi, glasses slowly filling up)
content appealing to children and
site, and the Fun tab stated that Life brand character throughout. These may be appealing to children
young people.
can’t be all about work). Seven sites are shown in the table. ■■ Downloadable wallpaper (oranges growing on a tree) less so
In contrast to reports from other (10%) had some (often minimal)
countries, it was encouraging to find child/fun-oriented content. Three www.flora.com Family Fun ■■ For parents to do with children
■■ Recipes, baking suggestions, and other activities
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation18 19
However, it should be noted that should be included in further for long periods. Its disclaimer on 2.3 Appealing to families
our focus on .ie sites for top retail analyses of this topic. For example, the home page (‘Hey kids, this is
brands in Ireland meant that other the McDonald’s Happy Meal site advertising’) on the very top left is Finally, it was notable in our analyses were currently targeting parents of 12 and over as this is the age at which
websites that may seek to engage (www.happymeal.com) is extremely in exceptionally small type, and is that websites for top food and drink young children instead. This raises we believe that people can make
young children in Ireland were not child-oriented and engaging, with visually swamped by the engaging retail items in Ireland frequently the interesting possibility that a informed choices about sensible snack
examined in this study. Sites from loud music on launch and many fonts and visuals of the other site appealed to parents, rather than climate of regulation can change consumption’.
other countries, sites for fast food games, videos, sounds, music, content. children, through ‘family’ games social norms about marketing to
This – along with the content of
restaurants, and sites for products ebooks and other activities that and activities; competitions; or free children. However it is also possible
the food brand websites viewed –
particularly designed for children could keep a young child occupied gifts, e.g. Kelloggs offered bowls that marketers have simply made
raised the issue of food marketing
for children and adults and seeds a decision – as they did in the
for unhealthy items that is aimed
and growing kits, all branded with UK when television restrictions
Example of child-oriented fast food restaurant site with engaging and immersive appeal for at teens. Companies such as Mars
their proprietary characters. Sites came into force around children’s
young children and Coca-Cola state their belief that
also offered nutrition, eating and programming – to direct their efforts
it is appropriate to market snacks
Website Tab Child-directed content cooking suggestions: e.g., Hellmans’ elsewhere.
and other foods to young people
offered tips to get children eating
Notably, the sweep identified three from 12 or 13 years as they can make
www.happymeal.com⁵ Entire site The site is aimed at young children. Content is extremely vegetables: They’ll soon be convinced
is child- engaging.
websites (Mars sites Galaxy and informed choices about sensible
that vegetables really are delicious
oriented It launches with very loud, catchy music and features bright M&Ms, and Kinder) that had ‘age snack consumption (Coca-Cola [no
when mixed with their favourite
colours and animation gates’ where a date of birth needs date]; Mars [no date]). Yet in Ireland,
mayonnaise or ketchup. Through
Facilitates an all-round marketing experience. Store toy to be entered to gain access to the broadcast regulations do not permit
giveaways unlock a video game and many engaging and such approaches, it appears
site. This was in line with stated advertising of HFSS products to
entertaining games. brands are seeking to encourage
company policies not to market under-18s. As noted in Chapter 1,
Tabs: parents to involve brands in their
directly to children 12 and under. in the teen years, young people
■ Toys ■ Create ■ Games children’s lives. This chimed with
■ Videos ■ Happy ■ eBooks
Maltesers, also a Mars brand, had may be particularly vulnerable to
informal discussions we held with
A tiny ‘Hey, kids this is advertising’ disclaimer is at the top left. a website home page with only developing unhealthy eating habits,
digital marketers in Ireland. They
A healthy eating message to ‘balance your fun’ with apple an image of a Maltesers bag, an and to many marketing approaches
said that, as marketing unhealthy
slices is at the bottom of the page. invitation to visit us on Facebook employed online. Therefore, the 73
foods directly to young children
(where the official minimum age is websites were examined again to
was now considered unethical in
13 years) and explained that ‘we only identify features that may appeal to
2.2 Advergames and apps a climate of statutory regulation
promote our products to people aged teens.
in broadcast media, marketers
The 73 food and drink retail websites free (Glayzer, 2015). An example is a their functionality, such as their
were examined for any advergames, racing car app by Kinder Bueno on accessibility from an Irish IP address
which were also found to be rare. play.google.com, a simple game that as well as the specifics of personal
Examples of age ‘gates’ on HFSS food websites
Two sites, Avonmore and Miwadi, would appeal to young children. A information collected from the
each hosted an easily accessible constant stream of Kinder Bueno6 user. As noted in Chapter 1, apps
child-oriented game, that involved logos features during game play. frequently breach US and Irish
collecting milk or fruit, was very Other informational and play-based guidelines, raising concerns about
simple and was aimed at young apps feature HFSS brands, such as further tracking and targeting
children. However, as these did the Haribo weather app featuring of children with marketing (Data
not have branded visuals or offer the brand’s bear. Interestingly, some Protection Commissioner, 2015).
an immersive experience, they do apps restricted their geographic
not fit the generally understood availability, such as the McDonald’s
category of ‘advergames’. When Minions movie tie-in Min-ball app,
searching for branded games ‘appropriate for ages 4+’, which was M&Ms age ‘gate’ ⁷ Kinder age ‘gate’ ⁸
through Google, one advergame not available in the Irish iTunes store
Our promise. At Mars we take our responsibility for marketing our brands
was found. A PomBear games site (the site doesn’t allow linking to the
appropriately very seriously. We have a Marketing Code that governs all
login page appeared with links to US store). Such practices indicate our promotional activity and states that we only promote our products to
games directed at young children; that despite the global reach of the people aged 12 and over as this is the age at which we believe that people
this had not appeared when internet, it is possible for geographic can make informed choices about sensible snack consumption. We apply
navigating the website itself. limits to be placed on marketing to our Marketing Code to all our advertising and communications and are
committed to providing you and your family with suitable and transparent
children.
It should be noted that advergames information about our products. For more information about how we
have not disappeared from the A full sweep of HFSS brand apps promote our products responsibly, please follow the link to the Mars
marketing landscape. Instead, they aimed at children and available Marketing Code.
appear to have migrated to app from online app stores is required.
Maltesers home page (prominent link to Facebook) ⁹ Maltesers Marketing Code on website (Mars [no date])
and game stores to download for This should assess the apps and
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation20 21
2.4 Food and drink website features appealing to teens Continued.
Websites were excluded from Sites were also excluded if they Avonmore, John West, PomBear or
Lucozade
consideration for teen-appealing had child-related content that was Miwadi above).
www.lucozadeenergy.ie
content if they had directed primarily at parents or
The remaining sites were evaluated www.lucozadesport.ie/rugby-instant-win13
teachers, e.g., lunchbox tips (Denny),
■■ little or no consumer-oriented for appeal to teens by three raters: Searching for Lucozade Sport directly opened
tips for getting children to eat the Win Official Rugby Shirts Every 80 Minutes
content; or two adults (a developmental
more fruit or vegetables (Hellmans, competition. This is 18+ but that is only made
psychologist, and a marketing
■■ consumer-oriented content Tropicana), baking (Dr. Oetker, Flora), evident on the second, competition entry page.
professional who also manages
limited to product images school-based lunch club (Brennans
marketing compliance) and a teen.
and basic product/nutritional bread), food pyramid or nutrition-
To be considered to have appeal
information; or related tests or quizzes (Irish Pride),
to teens, a site needed to have (i) a
■■ content directed at general or free cereal bowls for younger KitKat
homepage that was visually strong
adult audiences (e.g., Batchelors, children and adults (Kelloggs).
and youth-appealing, and (ii) teen- www.KitKat.co.uk/content14
Donegal Catch Green Isle 2 Finally, sites were excluded if the
appealing content. Any differences Despite the office scene on the home page, the
Sisters Group, Charleville, Brady main focus was on family-oriented overall air of humour and relaxed leisure gives it
were resolved by discussion, with
fun or content was directed teen appeal. A main tab (not a small tile icon) links
Family Ham, KP Snacks, Pepsico, the casting vote given to the teen. to YouTube, launching a video of a ‘ninja’ teddy
Magnum, and Hunky Dorys). primarily at younger children (e.g.,
with a KitKat, by animator Patrick Boivin, and also
featuring vlogger Marcus Butler with the ‘Google
my break’ feature. Both are likely to have strong
appeal for teens.
Examples of websites of 73 top retail food brands in Ireland assessed as having appeal to teens
Websites featuring HFSS items, not recommended for marketing to children and young people under WHO Ben & Jerry
Nutrient Profiling Guidelines (WHO, 2015) www.benjerry.ie15
Both the product and the environmental cause are
Coca-Cola likely to have strong appeal to teens, amplified by
the strong graphic identity of the home page and
www.Coca-Cola.ie product.
www.happiness.Coca-Cola.com/ie/en/hom10
The Coca-Cola happiness site is strongly teen-
oriented in its visuals and content throughout, with
entertainment and activity-oriented downloads,
competitions, creative content co-creation, sports
and more.
Not shown: Club Orange
www.club.ie links to www.bestbits.ie
The Club Orange site redirected to bestbits.ie; when clicked on, this home page opened a site with social media feeds featuring
Pringles competitions and a model showing substantial cleavage in an orange grove.
www.pringles.com/ie/home11
The Pringles homepage features 3 separate In total, 13 websites, 18% of the The teen-appealing content downloads, World Cup rugby shirts,
promotions for karaoke kits, Xbox and movies, all
73 food and soft drink sites, on websites fell into three UEFA Champions league tickets
of potential appeal to teens which require unique
product codes. The Terms and Conditions (18+) are were assessed as having features broad clusters which could be and crates of soft drinks. There was
hard to find. appealing to teens. These are shown characterised as evoking emotion considerable overlap across these
in the table on these pages, and as through fun and excitement. These clusters of teen-appealing features,
the assessment of appeal to teens were entertainment features with sites featuring multiple appeals,
was a qualitative judgment, in the that appealed to teens through so on page 23 we present examples
digital Appendix we show examples music, theme parks, festivals, together.
Tayto
of homepages that were considered gaming, YouTube and other media
www.taytocrisps.ie for inclusion but agreed by raters content; celebrities from sport and
www.taytocrisps.ie/park12 to be less appealing to teens. The entertainment featured in multiple
The Tayto Crisps homepage is humorous, slightly
products and brands featured on sites; and competitions/promotions
surreal (with iconic Dublin landmarks in a
countryside setting) and features Mr Tayto. the sites were evaluated to identify which drew attention to brands
It links to the Tayto Park site shown here, featuring whether they were high in fat, through many different offers:
teen-appealing theme park rides (see examples salt and sugar. To do so the WHO movie downloads, karaoke kits,
below), and at the time of the study Halloween-
themed events.
European Region Nutrient Profiling Xboxes, selfie sticks, power banks,
model (WHO, 2015) was applied. festival tickets, branded emoji
Who's Feeding the Kids Online? | Digital Food Marketing and Children in Ireland Irish Heart Foundation22 23
Examples of websites of 73 top retail food brands in Ireland assessed as having appeal to teens Examples of features of websites for food and drink likely to appeal to teens
Websites featuring non-HFSS items, cleared for marketing to children and young people according to WHO
Guidelines (WHO, 2015).
Volvic
www.volvic.co.uk16
After reflection (with doubts about whether
teens would spend limited budgets on water) we
retained the Volvic site in the section appealing
to teens. This was for its music festival theme, an
engaging count-down to the volcano ‘explosion’,
and appealing infographics on the site about
health benefits of water.
Glenisk
Entertainment: Co-creating content, downloading Entertainment/celebrity: Angela Scanlon (TV presenter & digital host of
www.glenisk.com17
Coca-Cola emojis and cycling on Coca-Cola city bikes 18 The Voice) launched Coke’s 360 festival selfie stage 19
Although most of the Glenisk site is adult- and
parent-directed, the homepage has a powerful
image featuring its IRFU sponsorship and high-
protein, low fat yogurts. It was therefore considered
to have appeal to sport-, fitness- and diet-oriented
teens. As the yogurts have less than 10g sugar per
100g, they would pass WHO guidance (2015) for
marketing to children.
2.5 Competitions
Many competitions or promotions Agency of Ireland Code’s 7th Edition query about excessive consumption.
had strong teen appeal, whether (ASAI, 2015), which came into force In the Republic of Ireland (RoI), every
explicitly aimed at children/ teens in March 2016, which requires that entry required purchase of a 500ml
or not, and thus had the potential promotions’ terms and conditions be promotional pack of Coca-Cola; and
to build interest in HFSS products. ‘prominently stated’ (Rule 5.16). The up to 20 entries per person, per day Sport/celebrities: Glenisk is the official yogurt of the IRFU and Sport/celebrities: Rugby World Cup stars feature in a Lucozade
In several cases age restrictions teen researcher who co-reviewed were permitted. For comparison, in Ireland rugby stars feature 20 Sport competition 21
were not shown where the prize the sites said of the Pringles offers, Northern Ireland no purchase was
was advertised on the website, and ‘that’s cool, but I would never click necessary and entry was limited
terms and conditions (for example, on those [Terms and Conditions]’. to one per person per day. The RoI
limiting participation to over-18s) Somewhat clearer communication condition could be considered to
were difficult to find. of age restriction was seen, for facilitate or encourage excessive
example, in the lucozadesport.ie consumption, against the ASAI
An example was the Pringles
Win a Rugby Shirt every 80 Minutes Code 7th Edition (ASAI, 2015, 8.21b)
site, with strong teen appeal
competition (see images on p.24). that, in marketing to children under
and featuring three separate
Although the 18+ entry requirement 16, communications featuring a
competitions/promotions for
was not displayed on the homepage promotional offer linked to a food
karaoke kits, Xbox and movies (see
where the competition was product of interest to children
image on p.20). Locating the terms
advertised, the first click to the entry should ‘avoid … encouraging the
and conditions required clicking
screen showed the need to enter purchase of an excessive quantity for
onto the relevant promotion or
date of birth prominently. irresponsible consumption’.
competition page, scrolling past
Entertainment: Red Bull site with features on gaming and music news 22
product entry codes and other Coca-Cola’s WIN Enjoy your favourite
appealing content, and identifying a Coke for a chance to win a Coke Selfie
link in very small type at the bottom Stick promotion (summer 2015) was
of the webpage (see images on open to those aged 13 and over
p.24). In our view this would breach (with parental permission if under
the new Advertising Standards 16). Its terms and conditions raise a
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