YouTube Kid Influencers: A Growing Concern for Children’s Nutrition

In a startling revelation, researchers from NYU School of Global Public Health and NYU Grossman School of Medicine have uncovered a worrying trend: popular child YouTubers are increasingly promoting unhealthy food and drinks in their videos. This groundbreaking study, published in the esteemed journal Pediatrics, sheds light on a growing issue that affects children’s health and nutrition.

The Digital Marketing Dilemma

With food and beverage companies allocating a staggering £1.4 billion annually to market their products to youngsters, the landscape of advertising is rapidly evolving. While television remains a significant platform for food marketing, the surge in social media usage has prompted companies to dramatically increase their online presence.

Dr Marie Bragg, lead researcher and assistant professor of public health nutrition at NYU, warns, “Children are already exposed to thousands of food adverts on television each year. The addition of these YouTube videos may further complicate parents’ efforts to maintain a healthy diet for their children.”

YouTube: A Child’s Playground

As the world’s second most visited website, YouTube has become a go-to destination for children seeking entertainment. Recent statistics reveal that over 80% of parents with children under 12 allow YouTube access, with 35% reporting regular usage by their offspring.

The COVID-19 pandemic has intensified this trend, as Dr Bragg notes, “The appeal of YouTube may be particularly strong in 2020, with many parents working remotely and juggling the challenging task of having young children at home.”

The Rise of Kid Influencers

A new phenomenon has emerged in the form of “kid influencers” – children whose parents film them engaging in various activities, from science experiments to toy reviews. These young stars have caught the attention of major companies, who now advertise or sponsor content to promote their products.

“Parents may not realise that kid influencers are often paid by food companies to promote unhealthy food and beverages in their videos,” Dr Bragg explains. “Our study is the first to quantify the extent of junk food product placements in YouTube videos featuring child influencers.”

Alarming Findings

The research team analysed 418 YouTube videos from the five most popular kid influencers of 2019, aged between 3 and 14. Their findings were concerning:

• Nearly half (42.8%) of the most popular videos promoted food and drinks
• Over 90% of featured products were unhealthy branded items
• Fast food was the most frequently showcased, followed by sweets and fizzy drinks
• Healthy options, both branded and unbranded, appeared in less than 5% of videos

Most alarmingly, videos featuring junk food product placements garnered more than 1 billion views, providing unprecedented exposure for food and beverage companies.

The Public Health Implications

While it’s unclear which product placements were paid endorsements, the researchers emphasise the public health concerns. Dr Bragg elaborates, “It’s a perfect storm for encouraging poor nutrition. Research shows that people trust influencers because they appear to be ‘everyday people’, and when you see these kid influencers eating certain foods, it doesn’t necessarily look like advertising.”

Numerous studies have demonstrated that children who view food adverts consume more calories than those exposed to non-food ads. This has led organisations such as the National Academy of Medicine and World Health Organisation to identify food marketing as a significant contributor to childhood obesity.

A Call for Action

The researchers urge federal and state regulators to strengthen and enforce regulations on junk food advertising by kid influencers. Dr Jennifer Pomeranz, study co-author and assistant professor of public health policy and management at NYU, states, “We hope that the results of this study encourage the Federal Trade Commission and state attorneys general to focus on this issue and identify strategies to protect children and public health.”

For complementary medical and integrative health professionals, this research underscores the importance of addressing digital influences on children’s nutrition. As practitioners committed to holistic well-being, it’s crucial to educate parents about these hidden marketing tactics and provide guidance on fostering healthy eating habits in the digital age.

By staying informed and proactive, we can work together to create a healthier future for our children, combating the rise of nutrition-related issues and promoting overall wellness in the face of evolving digital challenges.