Grant: Project Grant

The prevalence of obesity amongst Canadian children and youth has tripled since the 1980's. One factor that contributes to obesity is the over consumption of junk foods that are high in salt, sugar, and/or fat. Disparities in health exist amongst children and youth, with males having higher rates of obesity and consuming more added sugar and sodium compared to females. Unhealthy food marketing promotes poor dietary behaviours among children and youth and is likely contributing to differences in food intake and obesity between males and females. Youth have access to multiple digital devices, spend considerable time online and are exposed to high levels of unhealthy food marketing in digital media which may worsen sex differences in health. To date, little research has examined how gender influences young people's exposure to digital food marketing. This research will determine (1) whether young people's exposure to unhealthy food advertising differs by gender, (2) whether their exposure to marketing techniques differs by gender, and (3) how different gender groups engage with promotional messages. A sample of 600 boys and 600 girls ages 11-15 will be recruited to complete a survey regarding their usual online behaviour, the number of digital media sources where they report being exposed to food advertising, and their exposure to related promotional techniques. Screen capture recordings of 120 minutes of smartphone use with a sub-sample of 100 girls, boys and non-cisgender youth will be used to assess child and youth exposure to unhealthy food marketing on social media. This screen capture footage will be reviewed to quantify child and youth exposure to food marketing and related marketing techniques. Interviews will be conducted to assess how each gender interprets and engages with these promotional messages. This research will help inform policies in Canada and abroad aimed at protecting both boys and girls from unhealthy food advertising in digital media.