We need your help now
Support from readers like you keeps The Journal open.
You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.
If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.
Sign in. It’s quick, free and it’s up to you.
An account is an optional way to support the work we do. Find out more.
By continuing, you are indicating that you accept our Terms of Service and Privacy Policy.
FOOD AND DRINK companies are specifically targeting young teenagers on social media in order to market unhealthy products that have a link with childhood obesity, a new report has found.
The Irish Heart Foundation will launch its Who’s Feeding The Kids Online study into the marketing habits of top global brands later on this morning.
The report highlights sophisticated techniques used to target children online and build brand awareness through effective social media marketing.
It is due to be submitted to Communications minister Denis Naughten later this week and its findings are already being examined by the World Health Organisation (WHO).
The report is led by child psychologist and researcher Dr Mimi Tatlow-Golden and outlines the techniques used by companies in targeting teenagers.
Companies use hi-tech analytics to target children directly and can monitor those who are more reactive to food and drink marketing and target them directly, the report states.
Tatlow-Golden said that companies are able to use the “3 Es” to maximise the effectiveness of their ads – engagement, emotional and entertainment-based tactics.
“We know that marketing of products high in fat, sugar or salt plays a causal role in obesity,” said Tatlow-Golden.
“In that light the Government has no option but to regulate digital marketing of junk food.
The alternative is to allow children’s long-term health to be put at severe and continuing risk.
Facebook campaigns
Campaigns by big food and drink brands like Coca Cola, Tayto, McDonald’s and Supermac’s (for example) on Facebook and other social media networks encourage people to “like” and “share” advertising material among their friends.
The report states:
Whereas anyone can inspect ads that are shown on TV, the targeted nature of digital marketing means that parents and policymakers are unaware of who is feeding our kids online.
A survey as part of the study found that three quarters of parents were unhappy with the marketing of unhealthy products to their children.
The study also notes that while television and radio broadcast advertisements were easy to notice and monitor, targeted social media ads were by their nature much more difficult to track.
Head of advocacy with the Irish Heart Foundation, Chris Macey, said that social media platforms could “take action immediately” to stop the marketing of unhealthy food to children if they wished.
“The very nature of targeted online marketing means that social media companies could instantly change their advert settings to stop this advertising to under-18s,” he said.
The report recommends that broadcasting regulations designed to protect children should be extended to all media and that any loopholes in existing regulations should be closed immediately.
The report will be launched at the Lighthouse Cinema in Dublin later this morning.
To embed this post, copy the code below on your site
Great to hear that small to medium firms could deliver 20,000 jobs however these small companies need to be paid on time for the services they provide and until legislation is in place to protect them the 20,000 jobs will be lost instead of created.
Spin the year out……could , should, would………
3 point plan . Every bit as good as the Famous 5 point plan .
Yet you let the council increase rates by 100% which is closing down loads of business and creating mass losses in jobs then Kenny the coward ignores his promise to remove upwardly only rents. Why do people put up with these liars. Pure s.c.u.m
Best not to hold one’s breath on job creation. This government is already the worst in living memory -YES- and that includes the last one. They have broken every commitment, displayed unseemly incompetence and cowardice and are devoid of any leadership qualities. They are now pussyfooting with the next €3billion promissory note payment due in February. Taoiseach Kenny is a laughing stock all over Europe. Does anyone really believe the economy will grow and create jobs under this government. The SFA is just a lapdog for IBEC. It should break away from its powerful masters and begin to see the wood from the trees. It’s very masters in IBEC have driven Ireland’s cost base into the stratosphere not to mention its role in the banking collapse – the two principle impediments to job creation. Get a life SFA.
20,000 jobs possibly(these people seldom do pessimistic forecasting).
80-100k emigrating, no figures for increasing disemployment due to austerity, and half a million already wasting away on breadlines to soupkitchens.
This is the ‘government’s’ economic plan?
They could but will they very very unlikely with austerity at the heart of irish policy. Just more BS from government.
The domestic economy is in ruins. If you disagree you are either a blue shirt or in denial. I want this country to escape the gloom but lets be honest so far we are not doing a good job of it.
Well I think these guys should take a walk down any street in the country and see the state of retail Ireland not to mention the business parks etc. it’s not a pretty sight, I genuinely fear for the future of Ireland as one of our every growing population of ex pats…
Would it not be quicker to get DPD to deliver the jobs rather than waiting for these small businesses to get set up .. Surely DPD know the best routes by now …. Eh oh right
I do apologise for my apparent lack of humour … Or do 21 people work for fastway maybe …
have your say