Abstract:

Today’s children are growing up in a digital media environment surrounded by the internet, mobile devices, social networks, interactive games and online videos. Digital marketing techniques for children are diversifying day by day and this increases concerns about the impact on the health of children. The basis of these concerns is that obesity is a common problem in children. In this study, it is aimed to analyze the marketing and advertising strategies of food and beverage brands which have the most admiration and followers on Facebook. For this purpose, in addition to scientific literature on advertising and marketing in digital media, national and international reports were compiled and the pages of selected brands on Facebook were examined. According to the findings of the study, the food and beverage brands included on Facebook generally target children and young people; user-focused content, interactive games, videos and applications are often used. In the last decade, various national and international measures and regulations for the marketing of food and beverages to children in digital media have been increasing in the world. Among these, the number of social media regulations is quite low. In Turkey, children and young people are needed to the regulations and policies that will protect from the effects of digital media.

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