COVID-washing of ultra-processed products: the content of digital marketing on Facebook during the COVID-19 pandemic in Uruguay.
Public Health Nutr
; 24(5): 1142-1152, 2021 04.
Article
in English
| MEDLINE | ID: covidwho-1047912
ABSTRACT
OBJECTIVE:
To explore the use of references to the COVID-19 pandemic as part of the marketing strategies used on Facebook to promote ultra-processed products.DESIGN:
A search for Facebook accounts of ultra-processed products was performed using a master list of products commercialised in two online supermarkets in Uruguay. For each of the identified Facebook accounts, all the content posted from the confirmation of the first cases of COVID-19 in Uruguay, on 14 March 2020, until 1 July 2020 was recorded. Posts including mentions to COVID-19, social distancing measures or their consequences were identified and analysed using content analysis.SETTING:
Uruguay, Latin America.RESULTS:
A total of 135 Facebook accounts were identified, which generated a total of 1749 posts related to ultra-processed products, from which 35 % included references to COVID-19. The majority of the posts included references to prevention measures. Approximately one-third of the posts included proposals of activities to do at home, most of which were linked to a healthy lifestyle. Tips for coping with quarantine and descriptions of the charitable work undertaken by brands were also identified.CONCLUSIONS:
Results from the present work provide evidence that industries of ultra-processed products have taken advantage of the COVID-19 pandemic to promote their products, create positive associations with the brands and improve their image as part of their digital marketing strategies.Keywords
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Main subject:
Food Industry
/
Marketing
/
Fast Foods
/
Social Media
/
COVID-19
Type of study:
Qualitative research
Limits:
Humans
Country/Region as subject:
South America
/
Uruguay
Language:
English
Journal:
Public Health Nutr
Journal subject:
Nutritional Sciences
/
Public Health
Year:
2021
Document Type:
Article
Affiliation country:
S1368980021000306
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