How Junk Food Advertisers Use Sneaky Tactics to Target Kids and Young Men Online
New research has shed light on the deceptive marketing strategies used by junk food companies to promote unhealthy eating habits among children and young adults. Our study analyzed thousands of Facebook ads viewed by Australians and uncovered alarming promotion of foods high in sugar, salt and fat, often through appealing messaging designed to bypass consumers’ critical thinking.
By examining a huge database of real ads collected by volunteers, we gained unique insight into the targeted advertisements Australians see on social media daily. We found nearly 2,000 ads from over 140 junk food brands promoting discretionary foods through family-oriented themes and sports references, aiming to normalize these products. Fast food giant ads accounted for half the views, with McDonald’s and KFC making up a quarter alone. Soft drinks, snacks and delivery services also featured prominently.
Perhaps most concerning was evidence that kids are being subtly targeted. Ads used child-oriented characters and games to indirectly reach young audiences, despite Facebook restricting under-13s. Tactics like buy-one-get-one-free deals for fast food especially enticed youth. Our research also showed young men disproportionately received fast food promotions, with 71% of their ad views pushing these discretionary options.
Furthermore, deceptive “halo effects” connected unhealthy brands to positive activities like community sports and mental health. This slippery language exploits feel-good associations to form unconscious product-activity links in viewers’ minds. Such sly marketing works against public health by discouraging critical thinking around discretionary choices. As decision makers consider restricting junk food ads, our study sends a clear message: sneaky online promotions undermine efforts to build healthy habits from an early age. With lives and healthcare costs at stake, it’s time policy caught up to safeguard our digital wellbeing.
