Online Kids' Videos Flooded with Unhealthy Food Promotions

Recent research highlights a concerning trend in children's media consumption: many YouTube videos aimed at young audiences are filled with hidden and overt marketing of junk foods. Kids watching YouTube and YouTube Kids on their devices are often exposed to advertisements and brand placements promoting candies, sugary drinks, fast food, and salty snacks. The study, published in the Journal of the Academy of Nutrition and Dietetics, found that approximately 75% of children aged 6 to 8 and 36% of those aged 3 to 5 encountered junk food promotions during their viewing sessions.

Lead researcher Jennifer Harris explained that over half of the food brands appearing in these videos are from companies that participate in the Children's Food and Beverage Advertising Initiative, which claims to promote healthier choices. Nevertheless, in practice, many child influencers and content creators frequently promote unhealthy products like candy and sugary drinks, contradicting their commitments.

The study involved observing 101 children in their homes over a 30-minute viewing period. Results showed that 73% of food-related brand appearances promoted junk food, while only 3% emphasized healthy options. Most of these brand promotions were seamlessly integrated into the entertainment content, blending advertising with storytelling, which makes it difficult for children to recognize these as marketing efforts.

The analysis revealed that more than 60% of brand appearances were embedded within the video content itself, often featuring influencers or characters consuming these products. The Federal Trade Commission has called for stricter regulations on such stealth marketing tactics, especially in videos directed at young children. Researchers emphasize that children as young as three are highly impressionable and increasingly spend time on these platforms.

Despite policies like Google’s ban on food advertising in YouTube Kids and specific videos made for children, many young viewers still see promoted brands, with some videos not disclosing sponsorships as legally required. The study underscores the urgent need for policies that protect young children from targeted marketing of unhealthy foods present in the digital environment.