Researchers from the renowned University of Ottawa have recently conducted an unprecedented study, unveiling that fast food advertisements persistently target children in Canada. This
manipulation is primarily driven by data collected from applications frequented by children.
The groundbreaking study further revealed a significant lack of awareness surrounding data collection practices on children-oriented apps. A critical finding unearthed by the research indicated that privacy ‘loopholes’ are exploited by marketers to bombard young audiences with junk food advertisements.
Monique Potvin Kent, a respected associate professor at the University of Ottawa and head researcher of the study, expressed her concern with these findings. “The data these food companies gather about our children remains largely mysterious, as does their intended use,” she warned.
Concerns over these alarming revelations prompted Health Canada to announce their intent to draft regulatory measures addressing this issue by 2024. This comes on the heels of the World Health Organization’s plea in July for global protections against the unhealthy marketing of food and beverages to children.
In the study, researchers scrutinized privacy policies and terms of service of 26 popular Canadian fast food and dine-in applications. A in-depth analysis was conducted on five of these apps by engaging children aged nine to 12 in ordering food, followed by requests from their guardians for the disclosure of data collected on the children.
From the participating guardians and children, it was found that less than half of the restaurants (46%) complied with the request for information. This leaves an unsettling gap in understanding the extent of data being gathered on children and the potential uses by marketers.
“The preciousness of data to marketers is undeniable, as it enables the crafting of precisely targeted advertisements. Considering the sizable chunks of time that children spend online, they are virtually sitting ducks,” Kent emphasized.
The study was financially backed by Heart & Stroke, a Canadian health charity, and has underscored the necessity for more stringent regulations pertaining to children-targeted marketing. Despite these findings, a definitive solution remains elusive, casting a shadow on the digital safety of children.
