University of Liverpool's Findings on Food Marketing via Videogame Live streaming Platforms

Recent research from the University of Liverpool reveals that food and drink advertisements on popular video game live streaming platforms like Twitch, YouTube Gaming, and Facebook Gaming Live are linked to increased consumption of products high in fat, salt, and/or sugar (HFSS) among teenagers. These findings, presented at the ECO 2024 conference, highlight the growing impact of digital food marketing on young people’s eating behaviours.

Study Overview

The University of Liverpool conducted three comprehensive studies examining the nature and extent of food marketing via video game live streaming platforms (VGLSPs) and its effects on teenage eating habits.

Study 1: Content Analysis of Twitch Videos

Researchers analysed 52 hours of Twitch videos from influencers popular with adolescents. Key findings include:

Food cues appeared at a frequency of 2.6 per hour.
The majority of food cues were HFSS items (70.7%) and branded products (80.5%).
Energy drinks constituted 62.4% of the food cues.
Most food cues lacked advertising disclosures (97.7%).
Influencer marketing (44% of food cues) and digital game-based marketing (40.6% of food cues) were prevalent.

Study 2: Systematic Review and Meta-Analysis

This study assessed the evidence linking exposure to digital game-based or influencer food marketing with food-related outcomes in young people (≤18 years). Key findings include:

Digital game-based marketing was associated with more positive attitudes and greater preferences towards marketed food brands and products.
Influencer and game-based marketing correlated with increased HFSS food consumption, resulting in an additional ~37 kcal intake.

Study 3: Questionnaire and Structural Equation Modelling

Involving 490 participants (mean age 16.8 years), this study examined the correlations between recall of HFSS food marketing on VGLSPs and food-related outcomes. Key findings include:

Recall of HFSS food marketing was associated with more positive attitudes towards these foods.
Positive attitudes led to higher purchase and consumption rates of marketed HFSS foods.

Insights from External Sources

An article from Medscape further emphasises the significant impact of food marketing via VGLSPs on teenage eating behaviours. It reports that exposure to food and drink advertisements on platforms such as Twitch, YouTube Gaming, and Facebook Gaming Live is linked to greater consumption of high-fat, salt, and/or sugar products among teenagers. The article underscores the need for regulatory measures to mitigate the influence of such marketing on young people’s dietary choices.

Conclusion

The University of Liverpool’s research provides crucial insights into how food marketing via VGLSPs influences teenage eating behaviours. These findings contribute to existing knowledge, offer a foundation for further research, and may inform public health policy deliberations aimed at reducing the impact of digital food marketing on youth.