Contemporary digital marketing techniques used in unhealthy food campaigns targeting young people

The digital marketing of unhealthy foods and non-alcoholic beverages has a detrimental impact on children's eating behaviours, leading to adverse diet-related health outcomes. To inform the development of evidence-based strategies to protect children online, this study aimed to describe contemporary digital marketing techniques and industry reported impacts from unhealthy food and beverage marketing campaigns aimed at young people aged 3-17. We conducted a qualitative conceptual content analysis of 111 industry reports detailing the nature and impact of unhealthy food and beverage marketing campaigns from around the world that directly or indirectly targeted children through digital channels. We categorised and narratively describe how food and beverage companies are using digital marketing techniques, across four conceptual groups: (i) leveraging data and technology to optimise marketing, (ii) profiling and segmenting audiences, (iii) targeting and personalisation, and (iv) generating participation and engagement. Industry reported impacts on young people as a result of campaigns included i) increased exposure to, and engagement with, unhealthy food marketing, ii) purchases and consumption of unhealthy foods and beverages iii) formation of emotional brand connections and enhanced future marketing through data collection. Our findings support and extend existing literature revealing how multinational food and beverage companies are using advanced digital marketing techniques, including artificial intelligence and new technologies, to shape children's food behaviours and influence their diets worldwide. Policy actions are needed to protect children from the sophisticated digital marketing techniques used by the food and beverage industry.