Digital media marketing firms are using personalised promotion, interactive and direct engagement and integrated cross-platform techniques to sell products to young people that are high in fat, sugar and salt, according to an Aussie professor.
In her study of six food brands, University of Sydney Business School’s associate professor of marketing, Teresa Davis, identified a number of methods used by digital marketers to build brand relationships with young consumers in ways not seen in traditional media.
Davis’ study analysed the content of branded mobile phone applications, branded websites and branded Facebook sites to understand the nature of consumer-brand relationship strategies employed by digital marketers.
“Food marketers have an unfair advantage in the digital space,” Davis said.
“Since working on my PhD, ‘How young children recognise the symbolism of brands’, it has been clear to me that young children do not understand advertising in quite the same way that adults do.”
“Cognitively, there are developmental differences. This simply means their minds are more vulnerable to persuasion.
“Regulations governing traditional advertising does more to help protect the vulnerable. Hidden advertising in newer forms of digital media makes it harder than ever for children, and their parents, to understand how much of it they are exposed to.
“Understanding how it works and how it can be regulated or managed is extremely important if we want to ensure a healthy future for generations of young Australians.”
Davis said she hopes her research will inform Australia’s policy making around the marketing of food.
“In the Australian context, we have a food marketing industry that is currently self-regulating. There is a code of practice and companies can be called to account only through a complaints-based system,” she said.
“This system has a poor record when it comes to in censuring advertising that breaks the rules.”
You know you’ve said something bad when Married At First Sight expert John Aitken says “That is one of the worst things I’ve heard”. This year, MAFS groom Jack further lowered the bar of behaviour when he told fellow groom Jono to “muzzle ya woman” in reference to Lauren. Last night Jack was forced to […]
Nine has appointed Ian De Vlieger (pictured) as director of enterprise technology services. De Vlieger will join Nine’s technology leadership team and report to chief information and technology officer, Memo Hayek. De Vlieger is a senior IT professional with more than two decades of industry experience and will take on a strategic role at Nine, […]
Staff at Network 10 have paid tribute to “adored” presenter and producer Jesse Baird, who is alleged to have been murdered by his ex-boyfriend in Sydney last week. Baird joined Network 10 as a presenter and producer on Totally Wild in 2017. He later went on to host Gamify, before moving into morning TV as […]
QMS has renewed its partnership with The Royal Children’s Hospital’s Good Friday Appeal to support the 2024 fundraising campaign in Melbourne. Since 1931, the Good Friday Appeal fundraiser has enabled The Royal Children’s Hospital in Melbourne to provide ground-breaking research, state-of-the-art equipment and technology, and patient and family-centred care programs, attracting and retaining the brightest […]
Experiencing the joy of driving is the inspiration behind DDB’s new brand campaign for Volkswagen Group Australia. The creative concept is centred around the simple life of a lighthouse keeper working and living on an island. With little reason to drive his car around the small island, it is the mail delivery that allows him […]
P&O Cruises Australia has announced the extension of the partnership with the South Sydney Rabbitohs as the Official Membership Partner of the Rabbitohs for the 2024 season. Lead image: Kathryn Robertson & Blake Solly Australia’s favourite cruise line has partnered with the Club in this capacity since 2016 and continues to provide great experiences for […]
Brand extension agency Asembl has whipped up a wonder in every bite with the partnering of Streets’ Golden Gaytime and Griffin’s Marvels for the first ever Golden Gaytime Inspired Biscuits. Available now from Coles stores nationally and online, the Griffin’s Marvels Golden Gaytime Inspired Biscuits are a wonder in every bite – irresistible Golden Gaytime […]
With Mardi Gras right around the corner, Zoe-Chan-Iverach (centre right), out-of-home producer at oOh!media’s creative and innovation hub POLY explains why diverse leadership is essential for modern businesses and putting pronouns in email signatures simply doesn’t cut the mustard. If you had asked me early in my career what makes a good leader, I would […]
In their 12th season in the AFL, the Greater Western Sydney Giants had a solid run through to the finals series. With hopes high, the boys from Western Sydney fell out of the finals at the last moment, losing by just one point to Collingwood. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack […]
The Cronulla Sharks have had an unremarkable few years, with the team not being able to secure a finals win since 2018. Is 2024 a year for redemption for the boys from the shire? Or will they fall out of the finals series altogether? Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major […]
Launching a new newspaper in 2024 might seem, at first glance, to be a fool’s errand. The industry, and journalism as a whole, is facing several existential crises. However, Seven West Media, believes its new masthead The Nightly could make a difference. Lead image: Anthony De Ceglie, editor-in-chief, The Nightly. The context in which editor-in-chief Anthony […]
It was a hard weekend for those who failed to secure tickets to Taylor Swift’s Eras tour. Not only did they miss the biggest event of the decade, but they were also forced to watch glitter-covered Swifties flaunt their Eras Tour t-shirts in their bitter green faces. But there was someone who had no problem […]
Fresh readership figures from Roy Morgan (12 months to December 2023) show written news retaining its broad reach across the country, with 97 per cent (or 21.4M) of Australians aged 14+ consuming news in any given month. The figures reflect the evolving and deepening landscape of news media titles and readership behaviours across print and […]
The Australian online advertising market reached $14.7bn spend for the 2023 calendar year according to data released today in the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC Australia. Total advertising expenditure increased 3.7 per cent year-on-year. This was a slowdown from the growth of 9.1 per cent reported in 2022, however, a […]
To celebrate the launch of BOB MARLEY: ONE LOVE, Grammy-nominated Australian music producer FISHER has put his spin on Bob Marley’s legendary track ‘JAMMING’. The global collaboration was spun up by Australia-integrated agency Hello Social and has already amassed over 5M plays. View this post on Instagram A post shared by FISHER (@followthefishtv) […]
Following a highly contested pitch, media agency UM announces its appointment as media agency of record for global car manufacturer Chery.UM’s remit includes all media strategy, planning and buying in Australia, supporting Chery’s launch of all new vehicle releases in 2024, as the brand establishes its market presence.
Over half (61 per cent) of Australian women would consider leaving their job if they find out that their organisation has a gender pay gap — regardless of how big the gap is — according to new research by HR tech unicorn HiBob. Surprisingly, 36 per cent of men also express a willingness to leave, […]