Table 2 Summary of coding structure for key indicators
From: Unhealthy food and beverage marketing to children on digital platforms in Aotearoa, New Zealand
Company advertising characteristics | Coded indicators |
|---|---|
Volume of advertisements, consumer engagement and reach | Number of posts per company page/channel (Facebook & YouTube) Number of Likes, Shares, Comments per post (Facebook) Number of Views per post (videos only) Number of Likes, Dislikes, Comments per video (YouTube) |
Healthiness of products shown | Specific product(s) shown (Yes/No); Classification according to MOH 2016 [54] • Everyday • Sometimes • Occasional Classification according to WHO-EU [55] • Permitted to be marketed to children • Not permitted to be marketed to children |
Protection for children (websites) | Legal information available to parents (embedded in privacy statements companies were legally required to have on their websites, e.g. regarding children’s online privacy); Use of cookies statement (and option to acknowledge/accept or reject cookies that may potentially track children’s online behaviours); Information to parents (e.g. on product safety for children); Age blocks (restrictions) for accessing certain websites; Requirements for parents’ consent(e.g. for membership or registration in competitions when companies interact with children online); Time restrictions (i.e. automatic limits on the amount of time users can spend on a website as a way to reduce marketing exposure). |
Persuasive marketing techniques | |
Promotional strategies | Cartoon/company-owned character; Licensed character; Amateur sportsperson; Celebrity (non-sports); Movie tie-in; Famous sportsperson/team; Non-sports/historical events/festivals (e.g. Christmas, Mother’s Day, World ___ Day); ‘For kids’ (e.g. image of a child, ‘great for school lunches’); Awards won; Sports event; Advercation (e.g. historical facts, general nutrition, sports information, details on product ingredients, other information); Family-oriented messaging to parents that include children’s activities; Sustainable practices (e.g. less plastic, compostable packaging) |
Premium offers | Giveaways, Game and app downloads, Gift or collectible; Competitions, Contests, Draws; Deals e.g. “3 for the price of 2”, “20% extra”; Limited edition items; Social charity/fundraising; Limited time product discount; Other |
Activity/prompts to promote product | Game; Cooking-related (e.g. demonstrations, recipes); Polls/voting; Commenting, tagging, presence of a hashtag, invitations to like / share; Links to external content; Promo codes; Other |
Brand benefit claims | Sensory-based (e.g. taste, texture, appearance, aroma); New brand development; Suggested use (e.g. great for lunchboxes); Suggested users are children or the whole family; Emotive claims (e.g. fun, feelings, popularity, including use of emojis); Puffery (i.e. claiming to be advantageous over other food products or brands); Convenience; Price |
Health claims | Health-related ingredients claims; Nutrient content claims (e.g. low fat); Nutrient comparative claims (e.g. reduced fat); General health claims (e.g. healthy diet); Nutrient & other function claim (e.g. calcium good for bones); Reduction of disease risk claims (e.g. Heart Foundation tick); Other claims (e.g. organic) |
Other (websites) | Designated children’s section, Advergaming, General gaming |