Investigator(s)
| WHO Technical Officer |
Padmini Angela De Silva WHO-SEARO Padmini Angela De Silva 
|
| Principal Investigator |
Sunitha Thampi White Owl Insights Sunitha Thampi
|
Title(s) and abstract
| Scientific title | Assessing the reach, frequency, and media content of television marketing of foods and beverages to children and exploration of food marketing on digital media platforms in South-East Asia Region. |
| Public title | Food marketing on television and digital media platforms in South-East Asia Region. |
| Background | Childhood obesity is increasing in prevalence in WHO South-East Asia Region with long term health, economic and social costs. The food and non-alcoholic beverage marketing landscape is dominated by promotions for foods high in saturated fat, salt and/or free sugars (HFSS). Children’s exposure to marketing for unhealthy food products are a significant risk factor for obesity. WHA61.14 requested Member States to implement mechanisms for promoting the responsible marketing of foods and non-alcoholic beverages to children, to reduce the impact of foods high in saturated fats, trans-fatty acids, free sugars, or salt. Countries in South-East Asia have not progressed on reducing /preventing unhealthy food marketing to children despite policy commitments. Few countries have initiated actions. Many countries in the Region lack information/evidence on the reach, frequency and content related information on food and non alcoholic beverage marketing to children. Therefore, this project seeks to carry out a multi country analysis of food and nonalcoholic beverage marketing of food and nonalcoholic beverage marketing via television and digital platforms across 4 countries of WHO SEAR. |
| Objectives | Overall objective: To assess the reach, frequency and analyze media content of marketing of foods and non alcoholic beverages (HFSS foods) across television in selected countries of South-East Asia Region and carry out a brief exploration of digital food marketing of HFSS foods and non alcoholic beverages in selected countries. Specific objectives 1. To assess the reach and frequency of television marketing of food and beverage products to children (aged upto 12 years). 2. To classify, using the nutrient profile model of WHO SEARO, the proportions of products that are healthy or HFSS. 3. To identify the strategies used in marketing of food and beverage products used on the television 4. To obtain information and examples regarding cross-border television marketing, in the selected countries, where feasible. 5. To explore the extent of marketing of HFSS foods and non alcoholic beverages on social media and food industry sponsored websites and analyze the persuasive methods and targeting of children (aged 5-19 years) in marketing of HFSS foods and beverages. 6.To briefly describe the collection of personal data from child internet users on digital platforms for advertising purpose |
| Study Methods | The work is an analysis of available information, and there will be no interviews or direct contact with any individuals (parents or children). A comprehensive media content and marketing strategy analysis against the theories and practices in areas such as ‘persuasion’ and ‘cognition’ will be done. As part of the assessment a detailed ‘content taxonomy’ will be created against the specific objectives to be assessed. An assessment tool will be created in MS excel format in alignment with the taxonomy sheet. The collected media data of marketed products will be assessed against the nutrient profiling criteria. Various components of the ads such as texts, audio, images/visuals will be analysed using techniques such as Rhetorical analysis, Semiotic analysis, Sentimental analysis, and Screening (sweep) of brand sites. The advertisements for the study will be selected based on the approximate age criteria of its viewers: Television ads- viewers’ age - 5-12 years; digital media- viewers’/audience’ age- 5-17 years. The primary television channels and digital media to be monitored will be identified based on highest viewership and popularity among the target group. A team of experienced researchers would carry out the viewing of the advertisements and compare against the assessment tool. Digital Media: o Target Group: 5-17 years o Total 4 pages of 5 popular brands from each of the 8 HFSS categories and 5 popular Fruits and vegetables brand (as a comparator) will be monitored for each country. Four pages of each brand will be their website, and 3 social media pages, i.e., Facebook, Instagram, and YouTube. Apart from this, 5 popular children’s websites per country will be monitored to see the frequency and strategies of HFSS food marketing. (further details in annexed document |
| Expected outcomes and use of results | The project is expected to provide the following outcome data on four countries - Bangladesh, Nepal, Indonesia and Thailand. • Data on the frequency and reach of marketing of HFSS food and beverage products to children from specific food categories. • Frequency and healthfulness of products marketed during the most popularly watched children’s programmes identified as part of the media analysis. • A content analysis of the marketing methods and strategies used (power of marketing) for selected HFSS foods or beverages. • Information on target groups, the reach of marketing to children (where feasible), maximum food advertisements during specific viewing times. • Information on cross border reach of marketing of HFSS foods and non- alcoholic beverages –from selected satellite television channels. • Information on the extent of marketing of foods and non alcoholic beverages on social media and food industry sponsored websites and on persuasive methods and targeting of children in marketing of HFSS foods and non alcoholic beverages. • A description of methods and examples on the collection of personal data from child internet users on digital platforms to deliver behavioural advertising. |
| Keywords | food marketing, television, digital media, HFSS foods |
Research Details
| Student research | No |
| Start Date | 15-Nov-2022 |
| End Date | 30-Apr-2023 |
| Key Implementing Institution | White Owl Insights |
| Multi-country research | Yes |
| Bangladesh, Nepal, Indonesia, Thailand | |
| Nationwide research | Yes |
| Research Domain(s) | Non-communicable diseases & Healthy Lifestyles |
| Research field(s) | Nutrition |
| Involves human subjects | No |
| Data Collection | Secondary data |
| Proposal reviewed by other Committee | No |