Abstract
BACKGROUND: Despite the popularity of social media among children and adolescents, there is comparatively little research on social media influencer marketing, particularly in the context of harmful products. The purpose of this study was to examine the frequency of advertisements for alcohol, vaping, and cannabis products/brands promoted by social media influencers popular with Canadian children and adolescents on YouTube, Instagram, and TikTok and analyze the marketing techniques used. METHODS: The top 9 influencers among Canadian children (10-12 years) and top 8 among Canadian adolescents (13-17 years) were identified from the 2021 International Food Policy Study. A subset of posts on YouTube, Instagram, and TikTok between June 1, 2021, and May 31, 2022, were examined for alcohol, vaping, and cannabis marketing. The frequency of marketing instances for each commodity was determined by age group and platform. RESULTS: We found no cannabis or vaping marketing. Influencers popular with children made 25 posts with alcohol marketing on Instagram and YouTube, showcasing 34 products/brands, while influencers popular with adolescents made 9 posts with alcohol marketing, featuring 16 alcohol products/brands. TikTok posts did not feature any alcohol products. Among influencers popular with children, YouTube accounted for most alcohol-related posts (72%), with beer being the most promoted (47%). Among influencers popular with adolescents, posts were mostly on Instagram (78%), with spirits being the most promoted (75%). Most posts across both age groups showed the product. Songs/music and appeals to fun/cool were the most common marketing techniques among influencers popular with children and adolescents, respectively. CONCLUSIONS: Alcohol marketing that is appealing to children and adolescents is restricted in Canada, though they are likely exposed to such marketing ostensibly directed to adults. Further regulation, monitoring, and compliance assessments are warranted.