A Decade-Long Analysis of Food Marketing to Children via YouTube in Türkiye: Cross Sectional Study

Childhood obesity is linked to children's exposure to the marketing of unhealthy foods and beverages. To evaluate the marketing of unhealthy foods and beverages to children in most viewed advertisement videos broadcasted on the YouTube platform in Türkiye. The top ten most viewed YouTube advertisements given by YouTube Ads Leaderboard list in Türkiye for 56 months were obtained. 498 videos were evaluated using the WHO Regional Office for Europe Monitoring Food and Beverage Marketing to Children via Television and the Internet and the Nutrient Profile Model. Food and beverages was the most commonly advertised products (21.7%). The most frequently advertised food category was chocolate and sugar confectionery, energy bars, sweet toppings and desserts (17.6%), edible ices (16.7%), and savory snacks (14.7%). A child or child-like character used in 26.5% of videos. Children were targetted in 40.1% of evaluated videos. According to the WHO nutrient profile model, marketing was not permitted to children in 93.1% of advertisements. The lack of regulations for children on YouTube advertisements increases children’s exposure to marketing of unhealthy food and beverages. Children should be protected from marketing of unhealthy foods and beverages in all platforms, including online marketing.

Food Marketing to Children, YouTube

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