Publication: Advertising on video‐sharing platforms in the toy and food categories in Spain
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Date
2023-11-16
Authors
Martínez‐Pastor, Esther ; Nicolás‐Ojeda, Miguel Ángel
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Publisher
Cogitatio Press
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DOI
https://doi.org/10.17645/mac.v11i4.7141
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info:eu-repo/semantics/article
Description
© 2023 by the author(s). This manuscript version is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by/4.0/. This document is the Published version of a Published Work that appeared in final form in Media and Communication. To access the final edited and published work see https://doi.org/10.17645/mac.v11i4.7141
Abstract
This article reviews the advertising content on the YouTube channels featuring kid influencers with the highest number of subscribers in Spain. The goal is to observe the evolution of the elements that define this type of content as advertising content, even though the vast majority of the advertising content is not labelled as such. An analysis was conducted of all the videos posted during the 2022 Christmas period on the 15 YouTube channels with the largest audiences, which produced asampleof61videosthatpossessed the pertinent characteristics. Content analysis was applied and the degree to which the content complied with food and toy advertising regulations was examined.
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Food , Influencers , Kid influencers , Media regulation , Self‐regulation , Toys , YouTube , Advertising
Citation
Media and Communication, vol 11, nº 4 (2023), 214–226
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