Characterizing the extent and nature of digital food and beverage marketing in Singapore - a descriptive study

Authors

Xin Hui Chua, Saw Swee Hock School of Public Health, National University of Singapore and National University Health System, Singapore.
Clare Whitton, School of Medical and Health Sciences, Edith Cowan University, 270 Joondalup Drive, Joondalup WA 6027, Australia.
Stefanie Vandevijvere, Department of Epidemiology and Public Health, Sciensano (Scientific Institute of Public Health), Brussels, Belgium.
Bridget Kelly, Early Start, School of Health and Society, University of Wollongong, Northfields Avenue, Wollongong, NSW 2522, Australia.
Rob M. van Dam, Saw Swee Hock School of Public Health, National University of Singapore and National University Health System, Singapore.
Salome A. Rebello, Saw Swee Hock School of Public Health, National University of Singapore and National University Health System, Singapore.

Document Type

Journal Article

Publication Date

12-12-2024

Journal

Public health nutrition

DOI

10.1017/S1368980024002428

Keywords

Advertisements; Asian; Food and beverage; Marketing; Online; Social media

Abstract

OBJECTIVE: To characterize the nature of digital food and beverage advertising in Singapore. SETTING: Food and beverage advertisements within 20 clicks on top 12 non-food websites and all posts on Facebook and Instagram pages of 15 major food companies in Singapore were sampled from January 1 to June 30, 2018. DESIGN: Advertised foods were classified as being core (healthier), non-core or mixed-dishes (example burger) using the WHO nutrient profile model and national guidelines. Marketing techniques were assessed using published coding frameworks. RESULTS: Advertisements (n=117) on the 12 non-food websites were largely presented as editorial content. Food companies posted twice weekly on average on social media sites (n=1261), with eatery-chains posting most frequently and generating largest amount of likes and shares. Key marketing techniques emphasized non-health attributes for example hedonic or convenience attributes (85% of advertisements). Only a minority of foods and beverages advertised were core foods (non-food website:16.2%; social media: 13.5%). CONCLUSIONS: Top food and beverage companies in Singapore actively use social media as a platform for promotion with a complex array of marketing techniques. A vast majority of these posts were unhealthy highlighting an urgent need to consider regulating digital food and beverage advertising in Singapore.

APA Citation

Chua, Xin Hui; Whitton, Clare; Vandevijvere, Stefanie; Kelly, Bridget; van Dam, Rob M.; and Rebello, Salome A., "Characterizing the extent and nature of digital food and beverage marketing in Singapore - a descriptive study" (2024). GW Authored Works. Paper 6163.
https://hsrc.himmelfarb.gwu.edu/gwhpubs/6163

Department

Exercise and Nutrition Sciences