title: New Media but Same Old Tricks: Food Marketing to Children in the Digital Age.
abstract: 'New media' refers to digital technologies, which offer unmatched opportunities for food companies to engage with young people. This paper explores the emergence of food marketing using new media, the potential impact of this marketing on young people, and current and potential policy responses to limit exposure to these promotions. Foremost in any informed policy discussion is the need for robust evidence to demonstrate the need for intervention. In this case, such evidence relates to the extent of children's exposures to commercial food promotions via new media, and the nature of these promotions. Approaches to, and challenges of, collecting and assessing these data are discussed. There is accumulating evidence that food marketing on new media is increasing and influences children's food preferences and choices. The impact of integrated campaigns, which reinforce commercial messages across multiple platforms, and of new media, which engage personally with potential consumers, is likely to be greater than that of traditional marketing.
authors.affiliation: Early Start Research Institute, School of Health and Society, University of Wollongong, Wollongong, Australia. bkelly@uow.edu.au.
authors.forename: Bridget
authors.initials: B
authors.lastname: Kelly
authors.affiliation: Department of Epidemiology and Biostatistics, School of Population Health, University of Auckland, Auckland, New Zealand. s.vandevijvere@auckland.ac.nz.
authors.forename: Stefanie
authors.initials: S
authors.lastname: Vandevijvere
authors.affiliation: School of Public Health, The University of Sydney, Sydney, Australia. becky.freeman@sydney.edu.au.
authors.forename: Becky
authors.initials: B
authors.lastname: Freeman
authors.affiliation: Social Psychiatry and Population Mental Health Research Unit, University of Otago, Wellington, New Zealand. gabrielle.jenkin@otago.ac.nz.
authors.forename: Gabrielle
authors.initials: G
authors.lastname: Jenkin
mesh_terms: D004032:Diet; D019649:Food Industry; D005518:Food Preferences; D006801:Humans; D020407:Internet; D040541:Marketing; D008402:Mass Media; D063766:Pediatric Obesity / Q000209:etiology
keywords: Beverage; Digital media; Food; Marketing; New media