The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

Abstract

Summary Background Children are active on social media and consequently are exposed to new and subtle forms of food marketing. Objectives To examine whether exposure to a YouTube video featuring influencer marketing of an unhealthy snack affects children's ad libitum snack intake and whether inclusion of an advertising disclosure moderates this effect. Methods In a randomized between‐subjects design, 151 children (aged 9‐11 y; mean, 10.32 y ± 0.6) were exposed to influencer marketing of a non‐food product (n = 51), or an unhealthy snack with (n = 50) or without (n = 50) an advertising disclosure. Participants' ad libitum intake of the marketed snack and an alternative brand of the same snack was measured. Results Children exposed to food marketing with ( P < .001, d = 1.40) and without ( P < .001, d = 1.07) a disclosure consumed more (kcals) of the marketed snack relative to the alternative; the control did not differ (.186, d = 0.45). Consumption of the alterative brand did not differ across conditions (.287, η p 2 = .02). Children who viewed food marketing with a disclosure (and not those without) consumed 41% more of the marketed snack (.004, η p 2 = .06), compared with control. Conclusions Influencer marketing increases children's immediate intake of the promoted snack relative to an alternative brand. Advertising disclosures may enhance the effect.

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