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Inventory of marketing techniques used in child-appealing food and beverage research: a rapid review

Author

Listed:
  • Christine Mulligan

    (University of Toronto)

  • Monique Potvin Kent

    (University of Ottawa)

  • Anthea K. Christoforou

    (University of Toronto)

  • Mary R. L’Abbé

    (University of Toronto)

Abstract

Objectives Restrictions on child-appealing food and beverage marketing have been prioritized globally. However, the concept of “child-appealing marketing” has not been consistently defined, leading to variability in policies and research. The objective of this review was therefore to generate an inventory of the marketing techniques that have been used in research to identify child-appealing marketing. Methods Based on WHO guidelines, this review identified primary research that analyzed child-appealing marketing techniques, using the OVID Medline database and hand searches in Google Scholar and PubMed. All marketing techniques were extracted, counted, and synthesized into an inventory, organized thematically and by popularity. Results From 133 publications, 1421 marketing techniques were extracted (mean 10.7/publication; range: 1–66). The final inventory included 117 techniques; the “use of characters, children, and actors” was the most popular theme. Conclusions The inventory and categorization generated by this research can be used for informing future research and for alerting policy-makers globally to the breadth of child-appealing food and beverage marketing techniques, helping move toward a consistent and comprehensive definition of child-appealing marketing in regulations aimed at restricting this type of marketing.

Suggested Citation

  • Christine Mulligan & Monique Potvin Kent & Anthea K. Christoforou & Mary R. L’Abbé, 2020. "Inventory of marketing techniques used in child-appealing food and beverage research: a rapid review," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 65(7), pages 1045-1055, September.
    • Handle: RePEc:spr:ijphth:v:65:y:2020:i:7:d:10.1007_s00038-020-01444-w
    DOI: 10.1007/s00038-020-01444-w
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    References listed on IDEAS

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    1. Brent Berry & Taralyn McMullen, 2008. "Visual communication to children in the supermarket context: Health protective or exploitive?," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 25(3), pages 333-348, September.
    2. David Moher & Alessandro Liberati & Jennifer Tetzlaff & Douglas G Altman & The PRISMA Group, 2009. "Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-6, July.
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    Cited by:

    1. Juliana de Paula Matos & Michele Bittencourt Rodrigues & Camila Kümmel Duarte & Paula Martins Horta, 2023. "A Scoping Review of Observational Studies on Food and Beverage Advertising on Social Media: A Public Health Perspective," IJERPH, MDPI, vol. 20(4), pages 1-22, February.
    2. Christine Mulligan & Monique Potvin Kent & Laura Vergeer & Anthea K. Christoforou & Mary R. L’Abbé, 2021. "Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging," IJERPH, MDPI, vol. 18(9), pages 1-23, April.

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