The use of social media to promote unhealthy food and beverage consumption among Indonesian children

Abstract Background Rates of childhood overweight and obesity are rising across most low and middle-income countries (LMICs), including Indonesia, the largest country in Southeast Asia. Marketing of unhealthy food and beverages to children is a key driver, yet evidence on digital marketing strategies used in LMICs remains scarce. This study examines the techniques used to advertise unhealthy food and beverages to children on social media in Indonesia. Methods We retrieved 295 ads on three social media platforms (Facebook, Instagram, and Twitter) from 20 food brands with the highest market share in Indonesia across four food categories (snacks, processed foods, soft drinks, and fast food). Marketing techniques used in the ads were coded based on a pre-developed codebook outlining techniques often used to target children and assessed qualitatively through content analysis. The healthfulness of the products advertised was also evaluated, based on the WHO nutrient profile model for Southeast Asia. Results The ads analysed employed frequently marketing techniques used to target children. The most common marketing techniques across the three platforms were the inclusion of social media features (21.3%), branded products (19.6%), emotional cues and appeal of fun (10.1%), images of children, teens, or adults (9.0%) and special offers (6.6%). Notably, 85% of the brands analysed promoted at least one food unsuitable for marketing to children based on the WHO model. Conclusions Food and beverage brands in Indonesia purposely and frequently employ various techniques on social media to target children with ads for food and beverages that, based international nutritional standards, are unsuitable for promotion to this age group. This represents a threat to the nutritional status, health, and well-being of Indonesian children, and calls for stricter regulations on the marketing of these products in the country.