Young users of live-streaming gaming platforms like Twitch are increasingly consuming unhealthy snacks, influenced by the promotional content they encounter while online. This phenomenon was highlighted in survey-based research presented at the European Congress on Obesity in Venice.
"Food and drink advertisements on video game live streaming platforms (VGLSPs) like Twitch are associated with more positive attitudes towards, and purchases and intake of, unhealthy foods that are high in fat, salt and/or sugar," according to survey-based research presented in Venice at the European Congress on Obesity. These positive attitudes correlate with higher rates of purchase and consumption of such foods among young users.
Rebecca Evans of the University of Liverpool led the research team, which surveyed 490 individuals with an average age of 17. Evans expressed concern over the findings, calling for stronger regulations on the digital marketing of unhealthy foods to young audiences on these platforms, which also include Kick, Facebook Gaming Live, and YouTube Gaming. "There is currently no effective regulation and minimal efforts to control it," according to the team.
The study revealed that food cues on Twitch appeared at an average rate of 2.6 per hour, with each cue lasting around 20 minutes. Junk food was featured over 70 percent of the time, and energy drinks were promoted 60 percent of the time. These frequent exposures are shaping the dietary habits of young gamers, leading to increased consumption of unhealthy snacks.
Additionally, the research, published by the American Medical Association, showed that vending machines displaying clear health messages recorded significantly lower sales of unhealthy beverages compared to other machines. This finding underscores the potential impact of clear and effective health messaging in reducing the consumption of unhealthy products.
In conclusion, the pervasive presence of unhealthy food and drink advertisements on VGLSPs is influencing young gamers' eating habits. The study calls for urgent regulatory measures to curb the digital marketing of unhealthy foods to protect the health of young people.
(with IANS inputs)
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