Hotline: 1800 102 2007
X
Search Business Opportunities
Marketing Strategy 2014-10-27

Junk food brands using Facebook to target young people

Junk food brands are engaging with young Facebook users to promote unhealthy foods which can contribute to obesity and lifestyle diseases, a new study has found.

By
Junk food brands using Facebook to target young people

Junk food brands are engaging with young Facebook users to promote unhealthy foods which can contribute to obesity and lifestyle diseases, a new study has found, says a PTI report.

Researchers at the University of Sydney have shed light on the digital marketing strategies of energy dense, nutrient-poor food (EDNP) brands to teens and young adults who are using Facebook.

"Our findings show that unhealthy food and beverage marketing is prolific and seamlessly integrated within online social networks," said lead author Dr Becky Freeman, from the University of Sydney's School of Public Health.

"Adolescents and young adults are engaging with brands like Dominos, Slurpee and Skittles on Facebook on a near-daily basis."

"Given the exponential growth in use of social media websites such as Facebook among young people, there is a need to understand the techniques and reach of this kind of marketing on these sites."

"Soft drinks and energy drink brand pages are hugely popular on Facebook, reflecting the high consumption of these products among adolescents and young adults," Freeman said.

The study used a sample of top-ranked Facebook pages of food manufacturers, food brands, retailers and restaurants.

The resulting analysis reviewed 27 food and beverage brand Facebook pages on the basis of their marketing techniques, follower engagement and marketing reach of messages posted by the pages.

"Young Facebook users willingly spread marketing messages on behalf of food and beverage corporations with seemingly little incentive or reward required," Freeman said.

"Any activity that users engage with on brand pages can appear in the news feed of their friends, so marketing messages quickly amplify across social networks. This kind of consumer involvement and engagement is unique to social media communication," Freeman said.

"The Facebook pages in our study were not simply low-budget fan pages, all were professionally moderated and appeared to be administered by either the company brand owner or an advertising agency," said Freeman.

"In terms of health policy, much of the current work to limit exposure to EDNP advertising is focused on restricting advertisements during children's television programmes and viewing hours.

"Our study shows that this narrow focus is likely to miss large amount of online advertising aimed at adolescents.

"As a minimal first step, increased monitoring of how EDNP food and beverages are marketed on social media is essential," Freeman said.

Researchers said the study focused on Australian Facebook users, but the findings have international relevance given that many of the pages in the study were for global brands.

Junk food brands are engaging with young Facebook users to promote unhealthy foods which can contribute to obesity and lifestyle diseases, a new study has found, says a PTI report.

Researchers at the University of Sydney have shed light on the digital marketing strategies of energy dense, nutrient-poor food (EDNP) brands to teens and young adults who are using Facebook.

"Our findings show that unhealthy food and beverage marketing is prolific and seamlessly integrated within online social networks," said lead author Dr Becky Freeman, from the University of Sydney's School of Public Health.

"Adolescents and young adults are engaging with brands like Dominos, Slurpee and Skittles on Facebook on a near-daily basis."

"Given the exponential growth in use of social media websites such as Facebook among young people, there is a need to understand the techniques and reach of this kind of marketing on these sites."

"Soft drinks and energy drink brand pages are hugely popular on Facebook, reflecting the high consumption of these products among adolescents and young adults," Freeman said.

The study used a sample of top-ranked Facebook pages of food manufacturers, food brands, retailers and restaurants.

The resulting analysis reviewed 27 food and beverage brand Facebook pages on the basis of their marketing techniques, follower engagement and marketing reach of messages posted by the pages.

"Young Facebook users willingly spread marketing messages on behalf of food and beverage corporations with seemingly little incentive or reward required," Freeman said.

"Any activity that users engage with on brand pages can appear in the news feed of their friends, so marketing messages quickly amplify across social networks. This kind of consumer involvement and engagement is unique to social media communication," Freeman said.

"The Facebook pages in our study were not simply low-budget fan pages, all were professionally moderated and appeared to be administered by either the company brand owner or an advertising agency," said Freeman.

"In terms of health policy, much of the current work to limit exposure to EDNP advertising is focused on restricting advertisements during children's television programmes and viewing hours.

"Our study shows that this narrow focus is likely to miss large amount of online advertising aimed at adolescents.

"As a minimal first step, increased monitoring of how EDNP food and beverages are marketed on social media is essential," Freeman said.

Researchers said the study focused on Australian Facebook users, but the findings have international relevance given that many of the pages in the study were for global brands.

Comment
Related opportunities
  • Casual dine Restaurants
    About Us: Dhaba is an award-winning chain of Punjabi Dhaba &Theka..
    Locations looking for expansion Delhi
    Establishment year 1962
    Franchising Launch Date 2017
    Investment size Rs. 1 Cr. - 2 Cr
    Space required 2000
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New delhi Delhi
  • About Us: Pots and Pans, Launched promoted in India by Meyer..
    Locations looking for expansion New Delhi
    Establishment year 1997
    Franchising Launch Date 2018
    Investment size Rs. 10lac - 20lac
    Space required 500
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater DELHI New Delhi
  • Others Food Service
    About Us: Dhaba Cafe is a complete food hub with two..
    Locations looking for expansion Madhya pradesh
    Establishment year 2008
    Franchising Launch Date 2012
    Investment size Rs. 5lac - 10lac
    Space required 250
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Indore Madhya pradesh
  • Beauty Salons
    About Us: Instyle salon is a premium unisex salon based at..
    Locations looking for expansion Delhi
    Establishment year 2009
    Franchising Launch Date 2017
    Investment size Rs. 50lac - 1 Cr.
    Space required 1800
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New delhi Delhi
Insta-Subscribe to
The Franchising World
Magazine
For hassle free instant subscription, just give your number and email id and our customer care agent will get in touch with you
OR Click here to Subscribe Online
Daily Updates
Submit your email address to receive the latest updates on news & host of opportunities
More Stories

Free Advice - Ask Our Experts