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Contents
Glossary....................................................................................................................................................... 1
Abbreviations............................................................................................................................................... 1
Acknowledgements..................................................................................................................................... 2
Summary...................................................................................................................................................... 3
Background.................................................................................................................................................. 4
Environmental factors that affect food choices, including food marketing.......................................... 5
A rights-based approach to addressing the marketing to children of foods high in saturated fat,
salt and/or free sugars........................................................................................................................... 5
Children and digital media.......................................................................................................................... 7
Children’s use of digital media in the WHO European Region ............................................................. 7
Children’s engagement with marketing in digital media...................................................................... 7
Parents’ awareness of their children’s exposure to digital marketing of foods high in saturated
fat, salt and/or free sugars ................................................................................................................... 7
Marketing in the new digital media landscape........................................................................................... 8
Tracking and targeting Internet users online........................................................................................ 8
Tracking and targeting: a positive development or unethical activity?................................................ 9
Methods used to track users online and beyond............................................................................... 10
Defining digital marketing................................................................................................................... 11
Digital marketing techniques: creative engagement and immersion................................................. 11
Digital marketing techniques: using analytics to optimize creative strategies
and marketing “reach”........................................................................................................................ 11
Behavioural advertising and implications for children’s digital privacy ............................................. 13
Children’s exposure to digital marketing of foods high in saturated fat, salt and/or
free sugars and its power ......................................................................................................................... 14
Impact of food marketing in digital media and children’s ability to counter it ....................................... 15
Children’s ability to resist marketing: the limits of the advertising literacy model............................ 15
Research in digital food marketing to children:
challenges and solutions .......................................................................................................................... 16
Challenges in exploring children’s engagement with digital marketing ............................................ 16
Some solutions: existing and novel methods for examining digital marketing ................................. 18
Existing regulation of marketing of foods high in saturated fat, salt and/or free sugars and its
limitations.................................................................................................................................................. 19
Consumer protection acts or general marketing legislation: application
to digital marketing to children........................................................................................................... 19
Explicit policy and legislation on marketing of foods high in saturated fat, salt and/or free sugars. 20
Industry self-regulation of marketing of foods high in saturated fat, salt and/or free sugars........... 20
Recent attempts to address digital marketing to children.................................................................. 21
Defining foods high in saturated fat, salt and/or free sugars across Europe and beyond:
the WHO Regional Office for Europe nutrient profiling model.......................................................... 22
What should be done: rights and regulation ........................................................................................... 23
Rights of children in the digital environment...................................................................................... 23
Regulatory challenges.......................................................................................................................... 23
Privatization of human rights online: the “global default” fails to reflect the goals of the
United Nations Convention on the Rights of the Child....................................................................... 24
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