Food and Beverage Content on YouTube Videos Targeting Children: A Descriptive Analysis

Tülin Çoban; Muhammed Taha Uludağ; Hilal Özcebe

Makale detayları

Food and Beverage Content on YouTube Videos Targeting Children: A Descriptive Analysis

Yazarlar:

Tülin Çoban | Muhammed Taha Uludağ | Hilal Özcebe

Yayıncı:

Istanbul University

Ana Başlıklar:

Çocuk Sağlığı ve Hastalıkları

Dergi:

Çocuk Dergisi Vol.23 Issue 1, pp.50-57

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001289575

pISSN:

1308-8491

Anahtar kelimeler:

Özet:

 Objective: Research shows that most of the food advertisements in YouTube videos belong to unhealthy and processed foods and this platform lacks control. In this research, it is aimed to evaluate the advertisements in the most viewed videos on the most watched childrens YouTube channels in terms of food and beverage content. Methods: The five most-watched videos 345 videos in total on each of the 69 channels, selected by ratings on YouTube, were watched. The videos and all the advertisements shown during videos were assessed according to the determined criteria through the data collection form prepared by the researchers. Results: No ad was displayed in 21.2 of the videos watched. The subjects of advertisements in the videos were mostly mobile games, computer games and toys 27.9; 22.7; 13.9, respectively. Of the videos, 7.4 were about food, 2 drinks, and 0.1 both. The most advertised foods were chocolate, chewing gum, and cake. Of the 345 videos analyzed, 28.1 contained food and 6.1 beverages, regardless of the advertisements. In 76.2 of the videos, there were no messages about nutrition and food. There were some characters eating healthily encouraging a healthy diet in 12.5 of all videos and some characters eating unhealthilyencouraging an unhealthy diet in 11.3. While 46.2 of the fairy talestory-themed videos contained characters and messages encouraging healthy eating, the videos about computer games did not include messages about nutrition. Conclusion: There is a need for regulations regarding advertising on digital platforms. It is also vital to monitor the industry to make visible the current threats to childhood obesity.

 Objective: Research shows that most of the food advertisements in YouTube videos belong to unhealthy and processed foods and this platform lacks control. In this research, it is aimed to evaluate the advertisements in the most viewed videos on the most watched childrens YouTube channels in terms of food and beverage content. Methods: The five most-watched videos 345 videos in total on each of the 69 channels, selected by ratings on YouTube, were watched. The videos and all the advertisements shown during videos were assessed according to the determined criteria through the data collection form prepared by the researchers. Results: No ad was displayed in 21.2 of the videos watched. The subjects of advertisements in the videos were mostly mobile games, computer games and toys 27.9; 22.7; 13.9, respectively. Of the videos, 7.4 were about food, 2 drinks, and 0.1 both. The most advertised foods were chocolate, chewing gum, and cake. Of the 345 videos analyzed, 28.1 contained food and 6.1 beverages, regardless of the advertisements. In 76.2 of the videos, there were no messages about nutrition and food. There were some characters eating healthily encouraging a healthy diet in 12.5 of all videos and some characters eating unhealthilyencouraging an unhealthy diet in 11.3. While 46.2 of the fairy talestory-themed videos contained characters and messages encouraging healthy eating, the videos about computer games did not include messages about nutrition. Conclusion: There is a need for regulations regarding advertising on digital platforms. It is also vital to monitor the industry to make visible the current threats to childhood obesity.

 Objective: Research shows that most of the food advertisements in YouTube videos belong to unhealthy and processed foods and this platform lacks control. In this research, it is aimed to evaluate the advertisements in the most viewed videos on the most watched childrens YouTube channels in terms of food and beverage content. Methods: The five most-watched videos 345 videos in total on each of the 69 channels, selected by ratings on YouTube, were watched. The videos and all the advertisements shown during videos were assessed according to the determined criteria through the data collection form prepared by the researchers. Results: No ad was displayed in 21.2 of the videos watched. The subjects of advertisements in the videos were mostly mobile games, computer games and toys 27.9; 22.7; 13.9, respectively. Of the videos, 7.4 were about food, 2 drinks, and 0.1 both. The most advertised foods were chocolate, chewing gum, and cake. Of the 345 videos analyzed, 28.1 contained food and 6.1 beverages, regardless of the advertisements. In 76.2 of the videos, there were no messages about nutrition and food. There were some characters eating healthily encouraging a healthy diet in 12.5 of all videos and some characters eating unhealthilyencouraging an unhealthy diet in 11.3. While 46.2 of the fairy talestory-themed videos contained characters and messages encouraging healthy eating, the videos about computer games did not include messages about nutrition. Conclusion: There is a need for regulations regarding advertising on digital platforms. It is also vital to monitor the industry to make visible the current threats to childhood obesity.

 Amaç: Araştırmalar, YouTube videolarındaki gıda reklamlarının çoğunun sağlıksız ve işlenmiş gıdalara ait olduğunu ve bu platformun kontrolden yoksun olduğunu göstermektedir. Bu araştırmada en fazla izlenen çocuklara yönelik YouTube kanallarında, en fazla görüntülenen videolarda, yer alan reklamların yiyecek ve içecek içerikleri açısından değerlendirilmesi amaçlanmaktadır. Yöntem: YouTubeda izlenme sıklıklarına göre seçilen 69 kanalın her birinde en çok izlenen beş video toplam 345 video izlenmiştir. Videolar ve videolar sırasında gösterilen tüm reklamlar, araştırmacılar tarafından hazırlanan veri toplama formu ile belirlenen kriterlere göre değerlendirilmiştir. Bulgular: İzlenen videoların 21,2sinde reklam gösterilmemişti. Videolarda en fazla yer alan reklam konuları mobil oyunlar, bilgisayar oyunları ve oyuncaklar sırasıyla 27,9; 22,7; 13,9 idi. Reklamların 7,4ü yiyecekler, 2si içecekler, 0,1i ise her ikisi hakkındaydı. En fazla reklamı yapılan yiyecekler çikolata, sakız ve kekti. Araştırmada izlenen tüm videoların 28,1i reklamdan bağımsız olarak yiyecek; 6,1i içecek içeriyordu. Videoların 76,2sinde beslenme ve gıda ile ilgili herhangi bir mesaj yoktu. Tüm videoların 12,5inde sağlıklı beslenensağlıklı beslenmeyi teşvik eden; 11,3ünde ise sağlıksızsağlıksız beslenmeyi teşvik eden karakterler vardı. Masalhikâye temalı videoların 46,2sinde sağlıklı beslenmeyi teşvik eden karakter ve mesajlar bulunurken, bilgisayar oyunları ile ilgili videolarda beslenme ile ilgili mesajlara yer verilmemişti. Sonuç: Dijital platformlarda reklam verme konusunda düzenlemelere ihtiyaç bulunmaktadır. Ayrıca, çocukluk çağı obezitesi ile ilgili mevcut tehditleri görünür kılmak için endüstrinin izlenmesi hayati önem taşımaktadır.

Makale detayları

Food and Beverage Content on YouTube Videos Targeting Children: A Descriptive Analysis

Yazarlar:

Tülin Çoban | Muhammed Taha Uludağ | Hilal Özcebe

Yayıncı:

Istanbul University

Ana Başlıklar:

Çocuk Sağlığı ve Hastalıkları

Dergi:

Çocuk Dergisi Vol.23 Issue 1, pp.50-57

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001289575

pISSN:

1308-8491

Advertisement

child

food industry

social marketing

videoçocuk; gıda endüstrisi

reklam; sosyal pazarlama; video

Sayı

Makale detayları

Food and Beverage Content on YouTube Videos Targeting Children: A Descriptive Analysis

Yazarlar: Tülin Çoban | Muhammed Taha Uludağ | Hilal Özcebe

Yayıncı: Istanbul University

Ana Başlıklar: Çocuk Sağlığı ve Hastalıkları

Dergi: Çocuk Dergisi Vol.23 Issue 1, pp.50-57

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001289575

pISSN: 1308-8491

Advertisement

child

food industry

social marketing

videoçocuk; gıda endüstrisi

reklam; sosyal pazarlama; video

Sayı

Yazarlar:

Tülin Çoban | Muhammed Taha Uludağ | Hilal Özcebe

Yayıncı:

Istanbul University

Ana Başlıklar:

Çocuk Sağlığı ve Hastalıkları

Dergi:

Çocuk Dergisi Vol.23 Issue 1, pp.50-57

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001289575

pISSN:

1308-8491