12Mar 2022
The impact on dietary outcomes of licensed and brand equity characters in marketing unhealthy foods to children: A systematic review and meta‐analysis

The impact on dietary outcomes of licensed and brand equity characters in marketing unhealthy foods to children: A systematic review and meta‐analysis

Licensed and brand equity characters are used to target children in marketing products high in fat, salt, and sugar (HFSS), but the impact of characters on dietary outcomes is unclear. The primary aim of this review was to quantify the impact of both licensed and brand equity characters on children's dietary outcomes, given that existing regulations often differentiate between these character types. Under experimental conditions, the use of characters on HFSS packaging compared with HFSS packaging with no character resulted in significantly higher taste preference for HFSS products. Narrative findings supported this, with studies reporting the impact of both character types on product preferences, including food liking and snack choice. However, there was limited evidence on the effect on purchase behaviours and consumption. These findings support policies that limit the exposure of HFSS food marketing using characters to children.

  • #family health

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