The marketing of foods and non-alcoholic beverages (hereafter: food) high in fat, salt and/or sugar (HFSS) is implicated in the development of poor dietary habits, overweight and obesity. Digital media, including video game live streaming platforms (VGLSP), are an increasingly prominent source of food marketing exposure, particularly for young people. This study aimed to experimentally examine the impact of food marketing via VGLSP on eating behaviour in young people.

A between-subjects randomised controlled trial design was used to explore the impact of exposure to HFSS food marketing in a video game live stream (a static food banner advert present throughout the footage) on immediate consumption of the marketed snack and an ‘alternative brand’ of the same snack in a sample of adolescents (n 91, Mage = 17·8, 69 % female). Relationships with food-advertising-related attentional bias and inhibitory control in relation to branded food cues were also examined.

University Psychology laboratory.

Exposure to HFSS food marketing, compared with non-food marketing, did not significantly impact immediate marketing or overall snack intake. Additionally, no significant effects for attentional bias or inhibitory control were found. However, although the overall model was non-significant, greater weekly use of VGLSP was significantly associated with greater marketed snack intake.

Findings suggest that while acute exposure to food marketing in VGLSP did not impact snack intake, perhaps more sustained exposure is impactful. Further exploration of this effect is needed, as well as studies investigating the potential impacts of other food marketing formats within VGLSP.

Individuals often use self-directed strategies to manage intake of tempting foods, but what these strategies are and whether they are effective is not well understood. This study assessed the frequency of use and subjective effectiveness of self-directed strategies in relation to BMI and snack intake.

A cross-sectional and prospective study with three time points (T1: baseline, T2: 3 months and T3: 3 years). At T1, demographics, frequency of use and subjective effectiveness of forty-one identified strategies were assessed. At T2 and T3, current weight was reported, and at T2 frequency of snack intake was also recorded.

Online study in the UK.

Data from 368 participants (Mage = 34·41 years; MBMI = 25·06 kg/m2) were used for analysis at T1, n = 170 (46·20 % of the total sample) at T2 and n = 51 (13·59 %) at T3.

Two strategy factors were identified via principal axis factoring: (1) diet, exercise, reduction of temptations, and cognitive strategies, and (2) planning, preparation and eating style. For strategy 1, frequency of use, but not subjective effectiveness, was positively related to BMI at T1. Subjective effectiveness predicted an increase in BMI from T1 and T2 to T3. No relationship to snack intake was found. For strategy 2, frequency of use was negatively related to BMI at T1. Neither frequency of use nor subjective effectiveness were related to changes in BMI over time, but subjective effectiveness was negatively correlated with unhealthy snack intake.

Self-directed strategies to reduce the intake of tempting foods are not consistently related to BMI or snack intake.