Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study
Abstract Objective: To characterise the nature of digital food and beverage advertising in Singapore. Setting: Food and beverage advertisements within twenty clicks on the top twelve non-food websites and all posts on the Facebook and Instagram pages of fifteen major food companies in Singapore...
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| Format: | Article |
| Language: | English |
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Cambridge University Press
2025-01-01
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| Series: | Public Health Nutrition |
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| Online Access: | https://www.cambridge.org/core/product/identifier/S1368980024002428/type/journal_article |
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| _version_ | 1841525577684615168 |
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| author | Xin Hui Chua Clare Whitton Stefanie Vandevijvere Bridget Kelly Rob M van Dam Salome A Rebello |
| author_facet | Xin Hui Chua Clare Whitton Stefanie Vandevijvere Bridget Kelly Rob M van Dam Salome A Rebello |
| author_sort | Xin Hui Chua |
| collection | DOAJ |
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Abstract
Objective:
To characterise the nature of digital food and beverage advertising in Singapore.
Setting:
Food and beverage advertisements within twenty clicks on the top twelve non-food websites and all posts on the Facebook and Instagram pages of fifteen major food companies in Singapore were sampled from 1 January to 30 June 2018.
Design:
Advertised foods were classified as being core (healthier), non-core or mixed dishes (e.g. burger) using the WHO nutrient profile model and national guidelines. Marketing techniques were assessed using published coding frameworks.
Participants:
NA
Results:
Advertisements (n 117) on the twelve 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 the largest amount of likes and shares. Key marketing techniques emphasised 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.
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| format | Article |
| id | doaj-art-d6d81371a7844cd5a6cb10be5bf3bd38 |
| institution | Kabale University |
| issn | 1368-9800 1475-2727 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Public Health Nutrition |
| spelling | doaj-art-d6d81371a7844cd5a6cb10be5bf3bd382025-01-17T10:34:27ZengCambridge University PressPublic Health Nutrition1368-98001475-27272025-01-012810.1017/S1368980024002428Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive studyXin Hui Chua0https://orcid.org/0000-0001-7313-4681Clare Whitton1Stefanie Vandevijvere2Bridget Kelly3Rob M van Dam4Salome A Rebello5Saw Swee Hock School of Public Health, National University of Singapore and National University Health System, Singapore, 117549 SingaporeSchool of Medical and Health Sciences, Edith Cowan University, 270 Joondalup Drive, Joondalup, WA 6027, AustraliaDepartment of Epidemiology and Public Health, Sciensano (Scientific Institute of Public Health), Brussels, BelgiumEarly Start, School of Health and Society, University of Wollongong, Northfields Avenue, Wollongong, NSW 2522, AustraliaSaw Swee Hock School of Public Health, National University of Singapore and National University Health System, Singapore, 117549 Singapore Department of Exercise and Nutrition Sciences, Milken Institute School of Public Health, The George Washington University, Washington, DC 20037, USASaw Swee Hock School of Public Health, National University of Singapore and National University Health System, Singapore, 117549 Singapore Abstract Objective: To characterise the nature of digital food and beverage advertising in Singapore. Setting: Food and beverage advertisements within twenty clicks on the top twelve non-food websites and all posts on the Facebook and Instagram pages of fifteen major food companies in Singapore were sampled from 1 January to 30 June 2018. Design: Advertised foods were classified as being core (healthier), non-core or mixed dishes (e.g. burger) using the WHO nutrient profile model and national guidelines. Marketing techniques were assessed using published coding frameworks. Participants: NA Results: Advertisements (n 117) on the twelve 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 the largest amount of likes and shares. Key marketing techniques emphasised 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. https://www.cambridge.org/core/product/identifier/S1368980024002428/type/journal_articleAdvertisementsMarketingOnlineFood and beverageSocial mediaAsian |
| spellingShingle | Xin Hui Chua Clare Whitton Stefanie Vandevijvere Bridget Kelly Rob M van Dam Salome A Rebello Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study Public Health Nutrition Advertisements Marketing Online Food and beverage Social media Asian |
| title | Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study |
| title_full | Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study |
| title_fullStr | Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study |
| title_full_unstemmed | Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study |
| title_short | Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study |
| title_sort | characterising the extent and nature of digital food and beverage marketing in singapore a descriptive study |
| topic | Advertisements Marketing Online Food and beverage Social media Asian |
| url | https://www.cambridge.org/core/product/identifier/S1368980024002428/type/journal_article |
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