Manipulative Marketing Strategies of Junk Food: How Ads Target and Influence Youth

Overweight and obesity, a global health crisis affecting one in eight people, is significantly influenced by junk food consumption. It is often fueled by manipulative marketing tactics. While alcohol and tobacco advertising face strict regulations, junk food marketing remains largely unregulated, despite its detrimental health impact. This study focuses on the under-researched youth group, exploring how advertising AIDA (attention, interest, desire and action), including psychological triggers, emotional rewards, influence junk food consumption and contribute to long-term health problems. The research also emphasizes regulatory deficiencies, such as the lack of health warnings and advertising restrictions for older teens. The study surveyed 201 participants from Bangladesh and Portugal and found that psychological persuasion, interest, and promotional tactics significantly influenced consumption behavior, while regulation played a moderating role. Ultimately, the study shows how junk food marketing actually contributes on youth consumption alongside with few moderators that regulate the behavior.