Summary
This study examines the nature and volume of food and non-alcoholic beverage marketing embedded within Fortnite livestreams on Twitch, a platform with a substantial child and adolescent audience. Using content analysis, the research likely identifies the predominance of HFSS products within this marketing environment and documents the varied techniques used by streamers to promote food brands. The findings contribute to a growing evidence base on digital and influencer-mediated food marketing that sits outside the scope of traditional broadcast advertising regulations.
UK applicability
The study appears to be conducted within a UK context and is directly relevant to ongoing UK policy debates around restricting HFSS advertising, particularly as the government considers extending existing broadcast restrictions to online and influencer marketing channels.
Key measures
Frequency of food/beverage marketing occurrences; proportion of HFSS versus non-HFSS products; marketing techniques employed; estimated audience reach or exposure metrics
Outcomes reported
The study likely measured the frequency, type, and nutritional profile of food and non-alcoholic beverage brands marketed through Fortnite streamers on Twitch, assessing the extent of children's and young people's exposure to high fat, salt, and sugar (HFSS) product marketing in online gaming environments.
Topic tags
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