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General and sport-related marketing techniques in Canadian recreation and sport facilities: cross-sectional photo analysis of food and beverage advertisements
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DOI：10.1017/S1368980026102377.png)
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Abstract
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Objective:To evaluate food marketing techniques used in Canadian recreation and sport facilities and assess the healthfulness of foods and beverages marketed by the techniques.Design:Cross-sectional content analysis of photographed food marketing instances coded for marketing techniques according to Health Canada’s Monitoring Protocol; developed for monitoring food marketing techniques across settings; supplemented with new inductively identified codes and sport-related marketing techniques. Healthfulness was classified as ‘of concern’ or ‘not of concern’ according to cut-offs of sodium; sugar and saturated fat established by Health Canada.Setting:Recreation and sport facilities in CanadaParticipants:134 facilities with 2576 food marketing instancesResults:91·4 % of food marketing instances included at least one general marketing technique. Branded infrastructure; displays and furniture was the most prevalent (87·9 %) and appeared with another technique half of the time. Sport-related marketing appeared in 12·2 % of marketing instances; with most referring to sponsors. Most (86·5 %) marketing instances were ‘of concern’. Food marketing instances with sport-related marketing (97·6 %) were significantly more likely to be ‘of concern’ than without sport-related marketing (84·6 %) (χ2 = 20·54; P < 0·001). Three new indicators – appeals to taste; appeals to emotion; and cross-channel references – captured persuasive elements not addressed by the current monitoring protocol.Conclusions:This study highlights the presence of food branding and the use of sport-related marketing to promote unhealthy products/brands in recreation and sports facilities. Monitoring protocols may underestimate exposure to persuasive food marketing by overlooking subtle; symbolic and cross-channel techniques. Future research can be improved by including subtle techniques and reinforced messages across marketing channels.
Keywords:
Food
Marketing
Child
Adolescent
Sports
Recreation
Canada
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