Why do kids sometimes “pester” their parents to buy specific foods and drinks? What makes them like one brand over another? We are going to explore this topic, starting with the online marketing of foods and drinks, and how it affects kids.
Marketing aims to shape what we like and what we buy. Some strategies are more effective on children. These include the use of celebrities and cartoon characters, collectables and competitions. Companies sometimes use these strategies to promote foods and drinks that are high in fat, sugar and/or salt. This practice can contribute to habits that increase kids’ risk for poor health.
Marketing to kids isn’t new. What is new is how and when that marketing happens. Companies are more often reaching children through their phones and tablets. Companies interact with children directly through videos, music, messaging, online games and social media. They can even customize content based on the child’s online profile. Some children may not be able to recognize the meaning behind these messages. In the end, they may develop a lasting preference for a specific brand.
According to recent research report, marketing of unhealthy foods and drinks through social media and online games (also referred to as “advergaming”) does have the intended result. Children are more likely to ask their parents to purchase these products, and they more often consume them.
We can’t shield our kids from all outside influences, and use of digital devices is likely to increase in the future. So what can parents do? Here are four ideas:
- Take steps to minimize kids’ exposure to online marketing. You can do this by setting time limits on their use of digital devices and/or limiting access to only those apps, websites and games that promote healthy habits.
- Help kids recognize and resist others’ attempts to influence them. One way to do this is to talk about ads when you see one together (for example a TV commercial). Ask questions that encourage kids to think about the meaning behind the messages.
- Let your know that you are concerned about online marketing to children. Find out what they can do to help.
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This article was written and reviewed by Rethink Your Drink Nevada’s team of dietetic professionals. To learn more about making healthier drink choices, , . To suggest a newsletter topic, write to RethinkYourDrinkNevada@unr.edu, and receive a free, healthy drink recipe book.
Jamie Benedict, Ph.D., R.D.N., is a professor with Rethink Your Drink, a program offered by the College of Agriculture, Biotechnology & Natural Resources' Department of Nutrition in collaboration with .
The program is funded by USDA’s Supplemental Nutrition Assistance Program — SNAP. SNAP provides nutrition assistance to people with low income. It can help you buy nutritious foods for a better diet. To find out more, contact 800-992-0900.
