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Techniques used in food and non-alcoholic beverage marketing to children and adolescents

  • Page | Last updated: 08 Apr 2021
Health Promotion and Disease Prevention

Adapted from WHO 2012 (pdf)

Marketing technique

Examples
ADVERTISING Broadcast
  • TV, TV on-demand, radio
Non Broadcast
  • Printed media
  • Online (including search engines, social networks, blogs, media clips etc.)
  • Outdoor (billboards, posters, vehicles)
  • Cinemas
DIRECT MARKETING
  • Promotional e-mails
  • Promotional telephone sales
  • Promotional SMS on cell phones
  • Home catalogues and leaflets (doorstep selling)
  • Vouchers
  • Promotional food sampling events (including schools)
PRODUCT PLACEMENT
AND
BRANDING
  • Promotional placement on TV, radio, films, computer games
  • Branded books (e.g. for pre-schoolers)
  • Branded toys (in fast food stores), brand equity characters
  • Branded computer games and games on websites, advergames
  • Branded apps
SPONSORSHIPS
  • TV and radio programmes
  • Events, including community and schools
  • Educational material & equipment
  • Programmes/campaigns, e.g. school breakfasts/lunches
  • Sport activities and teams, athletes, celebrities
POINT OF SALE
  • On-shelf displays
  • Displays in check-outs, paying points, end-of-aisles
  • Special offers and incentives
  • Vending machines (including schools)
  • Loyalty/point schemes
  • Free samples, tastings
PRODUCT DESIGN
&
PACKAGING
  • Fun and attractive colourings, designs of product
  • Fun and attractive colourings, designs of package
  • Portion size-related offers
  • On-pack/in-pack vouchers, gifts, puzzles, games
More information and links
Originally Published | Last Updated

17 Nov 2020 | 08 Apr 2021

Knowledge service | MetadataHealth Promotion and Disease Prevention | Food and non-alcoholic beverage marketing to children and adolescents
Digital Europa Thesaurus (DET)health policy
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