Food and Beverage Branded Content Targeting Children on YouTube: Advertising Regulation Amid Australia's Social Media...

The Australian government has proposed banning social media use for children under 16, reflecting growing concern about the potential harms of digital media environments. This study investigates food and beverage branded content within influencer marketing targeting children on YouTube.

A content analysis of 219 videos from 14 Australian kidfluencer and family influencer channels examined the prevalence of branded food appearances, the presence and presentation of advertising disclosures and compliance with the Australian Association of National Advertisers' (AANA) Children's Advertising Code and Food & Beverages Advertising Code.

Unhealthy products, particularly sugary snacks and fast food, were far more common than healthy alternatives. Clear and prominent advertising disclosures were rare, and risky or inappropriate behaviours were often depicted. Across the sample, non-compliance with AANA was common.

Australian children are frequently exposed to persuasive and potentially harmful branded content on YouTube, with limited transparency and weak adherence to existing self-regulatory guidelines. SO WHAT?: The findings highlight gaps in current self-regulatory frameworks and underscore the need for greater policy attention to how children engage with branded food content online. As Australia enacts a social media minimum age restriction, this study provides timely evidence that can inform policy oversight, support more effective regulatory approaches and improve protections for children from unhealthy branded contents online.