This body represents advertisers, media owners and agencies and it is responsible for writing the Ad Codes. 'Our policies explicitly state that ads for HFSS foods should not feature a specific call to purchase and should not be aimed at users aged 16 years and under.'Ĭommittee of Advertising Practice (CAP) created a document called 'An Influencer's Guide to making clear that ads are ads'. 'TikTok's rising popularity also calls for further research into its potential impact on public health and its role as a corporate political actor,' they concluded.Ī TokTok spokesperson said: 'The safety of our community is a top priority, which is why we have clear Advertising Policies on what is and isn't allowed to be advertised on TikTok. 'Nearly half the branded hashtag challenges in our study promoted brands, rather than foods per se and thus appear to be out-of-scope of the proposed law.'īased on the findings, the researchers are calling for better policies to protect children from the harmful impact of food marketing online. 'A proposed exemption for brand-only advertising (ie, advertising of a brand with no identifiable unhealthy foods in the advertisement) risks limiting the extent to which children are protected,' they explained.
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However, the researchers highlight a proposed exemption in the bill. On average, the videos received 63,400 views, 5,829 likes, 157 comment and 36 shares. Their analysis revealed that 539 videos had been posted by the 16 accounts, with three per cent posted in 2019, 37 per cent in 2020, and 60 per cent in the first six months of 2021.įour accounts – Coca-Cola, Sprite, Fanta and Diet Coke – had not posted any videos.ĭiet Coke had the fewest followers (14), while Starbucks had the most (1.6 million). The 16 brands included in the study were M&M's, Extra/Orbit, Lay's, Doritos, Cheetos, Coca-Cola, Pepsi, Sprite, Fanta, Diet Coke, McDonald's, Starbucks, KFC, 7-Eleven, and Burger King. In the study, the team assessed the videos posted by 16 food and beverage brands, as of. 'The aim of this study was therefore to examine the use of owned media by major unhealthy food brands on TikTok, nature of branded hashtag challenges instigated by unhealthy food brands and the user-generated content created in response to these,' the researchers explained. With over one billion users, TikTok has become the go-to social media app for people around the world, and is particularly popular amongst children.ĭespite this, there's been little research on how junk foods are promoted to youngsters on the app. 'Given TikTok's popularity among children, our findings support the need for policies that protect children from the harmful impact of food marketing, including that on social networking platforms.' 'Our study has shown that TikTok is an emerging source of unhealthy food marketing, including that created by users at the instigation of brands,' the researchers wrote in their study, published in BMJ Global Health. This challenge hashtag was viewed a whopping 107.9 billion times and provided Pepsi with extensive free marketing.
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Researchers from Deakin University in Australia studied videos from 16 food and beverage brands, and revealed the clever tactics used to drive brand engagement on TikTok.įor example, the study highlights Pepsi India's #SwagStepChallenge, which challenged viewers to make a 'swag' sign using their hands to trigger Pepsi-branded sunglasses. Now, a study has revealed how junk food brands including Pepsi, Starbucks and McDonald's are encouraging TikTokers to market their products for them, through hashtag challenges.
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While TikTok was once seen as an app for teenagers, many of the world's biggest brands have realised its potential for reaching a wide audience and have launched their own accounts.