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

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

Originally Published \| Last Updated	17 Nov 2020 \| 08 Apr 2021
Knowledge service \| Metadata	Health Promotion Knowledge Gateway \| Food and non-alcoholic beverage marketing to children and adolescents
Digital Europa Thesaurus (DET)	health policy