Brand Integration, Disclosure, and Ethics in Child-Targeted YouTube Videos: A Content Analysis. Issue 1 (2nd January 2023)

• Record Type: Journal Article
• Authors: Choi, Eunjoo
• Is Part Of: Journal of media ethics. Volume 38:Issue 1(2023)
• Page Start: 34
• Page End: 47
• Publication Date: 2023-01-02
• DOI: 10.1080/23736992.2022.2158829
• Languages: English
• ISSNs: 0890-0523

Abstract

ABSTRACT: This content analysis explores how often implicit brand integrations occur in YouTube videos that were created for child viewers. The study also investigates how often advertising disclosures appear along with the videos that include brand integration. Results indicate that brand integration occur the most often as a branded product becomes a prop or in the background (i.e. product placement), and this type of brand integration tends to have the least advertising disclosure. Brand integration with influencers actively using/interacting with the branded products in the video (i.e. product integration) followed the official advertising disclosure policy the most. Moreover, product integration was more likely to show the disclosure of advertising at the beginning and the end of the videos than product placement. The blind spot in advertising disclosure policy for implicit brand integration techniques on child-friendly YouTube channels should be reconsidered.