International Fast Food Website Study:

A Critical Analysis of Marketing & Messages

Margaret Eby, Shatabdi Dighe, MSc, MPH, Richard Hsu, Joshua Choe, Marie A. Bragg, PhD

NYU School of Medicine & NYU Global Institute of Public Health

AimsSurvey international websites to discern marketing discrepancies between

regions/economic groups

Evaluate imagery and language for advertising methods

Catalogue use of corporate responsibility

MethodsOur research team:Selected countries from various economic groupings

for analysis

Coded website home pages according to set questions

Documented imagery and language related to healthful lifestyle choices

Themes among regions and economic groupings were evaluated

Methods cont.Content analysis example questions:

Does the homepage feature healthy food / beverage options?

Is the nutritional information of the product/s available on the homepage?

Does the page show a cartoon character or animal?

Is there an image involving exercise or physical activity?

Does the company promote a diet or healthy diet choice on its website?

Does the homepage feature offers for upcoming seasons or festivals?

Is the company using words like 'refreshing' to market its food items and/or beverages?

Use of Words like “rejuvenating” or “restoring”

How are products promoted on websites?

Among the 11 uses of words like rejuvenating/ restoring,

- Over half were found on high income country websites

- Only 2 of the 11 instances were on lower middle income country websites.

Results cont.

Southern & Northern IndiaClear differences in marketing to the wealthy South and poor North included several strategies to emphasize healthfulness of product(s) on the Southern India Website:featured words like ‘rejuvenating’ and ‘refreshing’ images of physical activitypromotion of healthy food/diet choicesvisible nutritional information of product(s)

featured

Conclusion & Implications for Public HealthCompanies market healthful products behavior primarily in high income

countries.Large fast food and beverage companies emphasize their commitment to

socially responsible marketing in the U.S., yet their practices in developing and middle income countries suggest a high prevalence of child-targeted marketing and use of economic disparities to their advantage.

The public health community should continue to promote equal marketing internationally, and advocate for the representation of healthful behaviors and choices in all countries regardless of economic status or health awareness.

AcknowledgementsSEED ProgramDr. Marie Bragg

Food Marketing Elizabeth StephensJoshua ChoeTami HardobyArisa ChanNatasha Pandit

Corporate BehaviorMargaret EbyShatabdi DigheRichard Hsu

Health DisparitiesRachel Kuo Juleen ElizeeYrvane Pageot

Food PolicyAlysa MillerCaitlin CrowleyCarolyn FanChristina Marini