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A new study has found that child YouTube influencers are hyping unhealthy food to their young viewers.
The study analyzed how advertisers used new methods to market fast food and junk food to children. Previously, advertisers of unhealthy food depended on television commercials to reach their target audiences, which were mostly children. The latest study found that they are now using child YouTube influencers for subtle promotions of their products.
Previous research has found that kids who watch these videos are more likely to ask their parents to buy the products.
The researchers studied 418 videos of the five most popular YouTube influencers between three and 14 years old. They analyzed the number of times when the influencers ate food or played with toys that came with kids’ meals. They found that 179 of the videos featured food and drinks, and an overwhelming 90% of these videos promoted unhealthy food choices.
According to Marie Bragg, assistant professor at New York University’s School of Global Public Health, parents and their children may not be aware that YouTube child influencers are often paid by food companies to promote unhealthy food and beverages.
Bragg added that the enormous amount of screen time given to these products was concerning and called for the Federal Trade Commission to rein in product placement in YouTube videos involving children. She warned parents that constant exposure to junk food advertisements can promote unhealthy eating. Experts have linked unhealthy eating to a number of health problems among children.
In response, a YouTube spokesperson said the company developed the YouTube Kids app, which prohibits paid promotional content and has restrictions on food and beverage advertisements.