The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial
Abstract Objective: The marketing of foods and non-alcoholic beverages (hereafter: food) high in fat, salt and/or sugar (HFSS) is implicated in the development of poor dietary habits, overweight and obesity. Digital media, including video game live streaming platforms (VGLSP), are an increasingly...
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| Format: | Article |
| Language: | English |
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Cambridge University Press
2025-01-01
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| Series: | Public Health Nutrition |
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| Online Access: | https://www.cambridge.org/core/product/identifier/S1368980025100487/type/journal_article |
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| _version_ | 1850118757132795904 |
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| author | Rebecca Evans Paul Christiansen Andrew Jones James Finney Emma Boyland |
| author_facet | Rebecca Evans Paul Christiansen Andrew Jones James Finney Emma Boyland |
| author_sort | Rebecca Evans |
| collection | DOAJ |
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Abstract
Objective:
The marketing of foods and non-alcoholic beverages (hereafter: food) high in fat, salt and/or sugar (HFSS) is implicated in the development of poor dietary habits, overweight and obesity. Digital media, including video game live streaming platforms (VGLSP), are an increasingly prominent source of food marketing exposure, particularly for young people. This study aimed to experimentally examine the impact of food marketing via VGLSP on eating behaviour in young people.
Design:
A between-subjects randomised controlled trial design was used to explore the impact of exposure to HFSS food marketing in a video game live stream (a static food banner advert present throughout the footage) on immediate consumption of the marketed snack and an ‘alternative brand’ of the same snack in a sample of adolescents (n 91, Mage = 17·8, 69 % female). Relationships with food-advertising-related attentional bias and inhibitory control in relation to branded food cues were also examined.
Setting:
University Psychology laboratory.
Results:
Exposure to HFSS food marketing, compared with non-food marketing, did not significantly impact immediate marketing or overall snack intake. Additionally, no significant effects for attentional bias or inhibitory control were found. However, although the overall model was non-significant, greater weekly use of VGLSP was significantly associated with greater marketed snack intake.
Conclusions:
Findings suggest that while acute exposure to food marketing in VGLSP did not impact snack intake, perhaps more sustained exposure is impactful. Further exploration of this effect is needed, as well as studies investigating the potential impacts of other food marketing formats within VGLSP.
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| format | Article |
| id | doaj-art-ac7445b93e4d428b86bbc8e6ef35e511 |
| institution | OA Journals |
| issn | 1368-9800 1475-2727 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Public Health Nutrition |
| spelling | doaj-art-ac7445b93e4d428b86bbc8e6ef35e5112025-08-20T02:35:47ZengCambridge University PressPublic Health Nutrition1368-98001475-27272025-01-012810.1017/S1368980025100487The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trialRebecca Evans0https://orcid.org/0000-0001-8894-5938Paul Christiansen1Andrew Jones2James Finney3Emma Boyland4https://orcid.org/0000-0001-8384-4994Department of Psychology, University of Liverpool, Eleanor Rathbone Building, Bedford Street South, Liverpool L69 7ZA, UKDepartment of Psychology, University of Liverpool, Eleanor Rathbone Building, Bedford Street South, Liverpool L69 7ZA, UKSchool of Psychology, Liverpool John Moores University, Tom Reilly Building, Byrom Street, Liverpool L3 3AF, UKDepartment of Psychology, University of Liverpool, Eleanor Rathbone Building, Bedford Street South, Liverpool L69 7ZA, UKDepartment of Psychology, University of Liverpool, Eleanor Rathbone Building, Bedford Street South, Liverpool L69 7ZA, UK Abstract Objective: The marketing of foods and non-alcoholic beverages (hereafter: food) high in fat, salt and/or sugar (HFSS) is implicated in the development of poor dietary habits, overweight and obesity. Digital media, including video game live streaming platforms (VGLSP), are an increasingly prominent source of food marketing exposure, particularly for young people. This study aimed to experimentally examine the impact of food marketing via VGLSP on eating behaviour in young people. Design: A between-subjects randomised controlled trial design was used to explore the impact of exposure to HFSS food marketing in a video game live stream (a static food banner advert present throughout the footage) on immediate consumption of the marketed snack and an ‘alternative brand’ of the same snack in a sample of adolescents (n 91, Mage = 17·8, 69 % female). Relationships with food-advertising-related attentional bias and inhibitory control in relation to branded food cues were also examined. Setting: University Psychology laboratory. Results: Exposure to HFSS food marketing, compared with non-food marketing, did not significantly impact immediate marketing or overall snack intake. Additionally, no significant effects for attentional bias or inhibitory control were found. However, although the overall model was non-significant, greater weekly use of VGLSP was significantly associated with greater marketed snack intake. Conclusions: Findings suggest that while acute exposure to food marketing in VGLSP did not impact snack intake, perhaps more sustained exposure is impactful. Further exploration of this effect is needed, as well as studies investigating the potential impacts of other food marketing formats within VGLSP. https://www.cambridge.org/core/product/identifier/S1368980025100487/type/journal_articleRandomised controlled trialFood marketingVideo game live streamingAdolescentsSnack intake |
| spellingShingle | Rebecca Evans Paul Christiansen Andrew Jones James Finney Emma Boyland The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial Public Health Nutrition Randomised controlled trial Food marketing Video game live streaming Adolescents Snack intake |
| title | The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial |
| title_full | The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial |
| title_fullStr | The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial |
| title_full_unstemmed | The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial |
| title_short | The impact of food marketing via video game live streaming on snack intake in adolescents: a randomised controlled trial |
| title_sort | impact of food marketing via video game live streaming on snack intake in adolescents a randomised controlled trial |
| topic | Randomised controlled trial Food marketing Video game live streaming Adolescents Snack intake |
| url | https://www.cambridge.org/core/product/identifier/S1368980025100487/type/journal_article |
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