Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code
The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands...
Ausführliche Beschreibung
Autor*in: |
Victoria Tur-Viñes [verfasserIn] Araceli Castelló-Martínez [verfasserIn] |
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Format: |
E-Artikel |
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Sprache: |
Englisch ; Spanisch |
Erschienen: |
2021 |
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Schlagwörter: |
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Übergeordnetes Werk: |
In: Communication & Society (Formerly Comunicación y Sociedad) - Universidad de Navarra, 2019, 34(2021), 2 |
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Übergeordnetes Werk: |
volume:34 ; year:2021 ; number:2 |
Links: |
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DOI / URN: |
10.15581/003.34.2.87-105 |
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Katalog-ID: |
DOAJ070789673 |
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10.15581/003.34.2.87-105 doi (DE-627)DOAJ070789673 (DE-599)DOAJ649412cb9cfe43ce9f0f67c2897c7f13 DE-627 ger DE-627 rakwb eng spa P87-96 HF5801-6182 Victoria Tur-Viñes verfasserin aut Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. Self-regulation YouTube kids food brands risks Communication. Mass media Advertising Araceli Castelló-Martínez verfasserin aut In Communication & Society (Formerly Comunicación y Sociedad) Universidad de Navarra, 2019 34(2021), 2 (DE-627)587139145 (DE-600)2467370-5 23867876 nnns volume:34 year:2021 number:2 https://doi.org/10.15581/003.34.2.87-105 kostenfrei https://doaj.org/article/649412cb9cfe43ce9f0f67c2897c7f13 kostenfrei https://revistas.unav.edu/index.php/communication-and-society/article/view/39839 kostenfrei https://doaj.org/toc/2386-7876 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2055 GBV_ILN_2065 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4392 GBV_ILN_4700 AR 34 2021 2 |
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10.15581/003.34.2.87-105 doi (DE-627)DOAJ070789673 (DE-599)DOAJ649412cb9cfe43ce9f0f67c2897c7f13 DE-627 ger DE-627 rakwb eng spa P87-96 HF5801-6182 Victoria Tur-Viñes verfasserin aut Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. Self-regulation YouTube kids food brands risks Communication. Mass media Advertising Araceli Castelló-Martínez verfasserin aut In Communication & Society (Formerly Comunicación y Sociedad) Universidad de Navarra, 2019 34(2021), 2 (DE-627)587139145 (DE-600)2467370-5 23867876 nnns volume:34 year:2021 number:2 https://doi.org/10.15581/003.34.2.87-105 kostenfrei https://doaj.org/article/649412cb9cfe43ce9f0f67c2897c7f13 kostenfrei https://revistas.unav.edu/index.php/communication-and-society/article/view/39839 kostenfrei https://doaj.org/toc/2386-7876 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2055 GBV_ILN_2065 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4392 GBV_ILN_4700 AR 34 2021 2 |
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10.15581/003.34.2.87-105 doi (DE-627)DOAJ070789673 (DE-599)DOAJ649412cb9cfe43ce9f0f67c2897c7f13 DE-627 ger DE-627 rakwb eng spa P87-96 HF5801-6182 Victoria Tur-Viñes verfasserin aut Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. Self-regulation YouTube kids food brands risks Communication. Mass media Advertising Araceli Castelló-Martínez verfasserin aut In Communication & Society (Formerly Comunicación y Sociedad) Universidad de Navarra, 2019 34(2021), 2 (DE-627)587139145 (DE-600)2467370-5 23867876 nnns volume:34 year:2021 number:2 https://doi.org/10.15581/003.34.2.87-105 kostenfrei https://doaj.org/article/649412cb9cfe43ce9f0f67c2897c7f13 kostenfrei https://revistas.unav.edu/index.php/communication-and-society/article/view/39839 kostenfrei https://doaj.org/toc/2386-7876 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2055 GBV_ILN_2065 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4392 GBV_ILN_4700 AR 34 2021 2 |
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10.15581/003.34.2.87-105 doi (DE-627)DOAJ070789673 (DE-599)DOAJ649412cb9cfe43ce9f0f67c2897c7f13 DE-627 ger DE-627 rakwb eng spa P87-96 HF5801-6182 Victoria Tur-Viñes verfasserin aut Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. Self-regulation YouTube kids food brands risks Communication. Mass media Advertising Araceli Castelló-Martínez verfasserin aut In Communication & Society (Formerly Comunicación y Sociedad) Universidad de Navarra, 2019 34(2021), 2 (DE-627)587139145 (DE-600)2467370-5 23867876 nnns volume:34 year:2021 number:2 https://doi.org/10.15581/003.34.2.87-105 kostenfrei https://doaj.org/article/649412cb9cfe43ce9f0f67c2897c7f13 kostenfrei https://revistas.unav.edu/index.php/communication-and-society/article/view/39839 kostenfrei https://doaj.org/toc/2386-7876 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2055 GBV_ILN_2065 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4392 GBV_ILN_4700 AR 34 2021 2 |
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10.15581/003.34.2.87-105 doi (DE-627)DOAJ070789673 (DE-599)DOAJ649412cb9cfe43ce9f0f67c2897c7f13 DE-627 ger DE-627 rakwb eng spa P87-96 HF5801-6182 Victoria Tur-Viñes verfasserin aut Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. Self-regulation YouTube kids food brands risks Communication. Mass media Advertising Araceli Castelló-Martínez verfasserin aut In Communication & Society (Formerly Comunicación y Sociedad) Universidad de Navarra, 2019 34(2021), 2 (DE-627)587139145 (DE-600)2467370-5 23867876 nnns volume:34 year:2021 number:2 https://doi.org/10.15581/003.34.2.87-105 kostenfrei https://doaj.org/article/649412cb9cfe43ce9f0f67c2897c7f13 kostenfrei https://revistas.unav.edu/index.php/communication-and-society/article/view/39839 kostenfrei https://doaj.org/toc/2386-7876 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2055 GBV_ILN_2065 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4392 GBV_ILN_4700 AR 34 2021 2 |
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The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. |
abstractGer |
The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. |
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The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication. |
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The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Self-regulation</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">YouTube</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">kids</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">food brands</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">risks</subfield></datafield><datafield tag="653" ind1=" " ind2="0"><subfield code="a">Communication. 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