Health-Washing of Ultraprocessed Products on Instagram: Prevalence and Strategies in an Emerging Market.

OBJECTIVE: To evaluate the prevalence of health-related cues as part of the digital marketing of ultraprocessed foods on Instagram among food companies in Uruguay. METHODS: Cross-sectional exploratory study. All content posted by 118 Instagram accounts of companies promoting ultraprocessed foods in Uruguay over 6 months (from August 2020 to February 2021) was retrieved. The content of 1,893 Instagram posts was coded considering visual and textual cues conveying health-related associations. The number and percentage of posts, including cues within each category and theme, were calculated. RESULTS: More than half of all posts contained at least 1 visual or textual cue conveying health-related associations. Three main themes emerged: i) product composition, ii) healthy lifestyle, and iii) health and health benefits. The prevalence of health-related cues differed dramatically across product categories, ranging from 100% to 1.5%. CONCLUSIONS AND IMPLICATIONS: Health-washing constitutes an integral part of the digital marketing of ultraprocessed foods on Instagram in Uruguay. The inclusion of health-related cues can potentially undermine public health efforts targeted at reducing consumption of these foods. These findings suggest that strict and comprehensive regulations on the digital marketing of such products are needed in policies promoting healthy eating habits globally.

The content of Instagram posts featuring ultra-processed products through the lens of the heuristic-systematic model.

Digital marketing has seen a rapid rise in the last decade as a consequence of the increased popularity of social media. However, few studies so far have analyzed the prevalence and persuasive power of digital marketing of ultra-processed products. The present study aimed at: (i) analyzing the content of Instagram posts of ultra-processed products through the lens of the heuristic-systematic model, and (ii) evaluating the influence of the content of the posts on user interactions. A search for Instagram accounts of ultra-processed products was performed using a master list of products commercialized in the two most popular online supermarkets in Uruguay. For each of the identified Instagram accounts, all the content posted in a 6-month period was recorded (August 15th, 2020 to February 15th, 2021). The posts were analyzed using content analysis based on inductive coding, and gradient boosting models (GBMs) were used to address the second study objective. A total of 2178 Instagram posts promoting specific ultra-processed products or brands were identified. The posts included a diverse set of cues to trigger both systematic and heuristic processing. References to the pleasure derived from product consumption as well as health-related cues were most prevalent. The GBM showed that references to contests and raffles and invitations to interact encouraged users to engage with the posts through posting comments. Taken together, results stress the need to implement comprehensive regulatory approaches to reduce exposure to and the power of digital marketing of ultra-processed products given the harmful health-related consequences associated with excessive consumption of such products.

Is COVID-19 a threat or an opportunity for healthy eating? An exploration of the factors that moderate the impact of the pandemic on eating habits in Uruguay.

In May 2020, Uruguay was one of the few Latin American countries that had managed to control the outbreak of COVID-19 without mandatory curfews or quarantines. However, several social distancing measures created a major disruption in different aspects of the daily life of Uruguayan citizens. In this context, the objectives of the present work were i) to identify changes in eating habits perceived by Uruguayan citizens as a consequence of the COVID-19 pandemic, and ii) to explore factors associated with different perceived changes on eating habits. A cross-sectional online study was conducted with 891 participants, recruited using an advertisement on Facebook and Instagram. Fifty-one percent of the participants indicated that their eating habits had changed since the detection of the first cases of COVID-19 in Uruguay. Large heterogeneity in the categorization of the changes existed: 45% of the participants regarded the changes as positive, 32% as negative and 23% as neither positive nor negative. A multinomial logistic regression analysis was used to study the influence of explanatory variables in the likelihood of belonging to groups who reported different changes in eating habits (no changes, positive, negative, or neither positive nor negative changes). Household income and reliance on instrumental and emotional support increased the likelihood of reporting positive changes in eating habits, whereas negative changes were associated with a reduction in household income due to COVID-19 and the coping strategies self-distraction and self-blaming. Insights for policy making to reinforce positive effects and minimize threats to healthy eating are discussed.

How do consumer characteristics influence responses to nutritional warnings?

ABSTRACT The aim of the present work was to explore the influence of consumer characteristics on purchase decisions when facing products with nutritional warnings a few days after their implementation in Uruguay. A non-probabilistic sample of 917 participants was obtained using an advertisement on social media. Participants were asked if they had seen the warning signs when making their food purchases and if they had seen the warnings on any product they intended to buy. Participants who answered affirmately (n= 616) were asked about their purchase decision by answering the question "What have you done with the product?" using the following response options: 'I purchased it anyway', 'I purchased a similar product with fewer excess signs', 'I purchased a similar product without excess signs', 'I didn't purchase the product or any similar one'. Univariate and multivariate multinomial logistic regression models were used to explore the influence of individual variables on participants' likelihood of having taken different decisions when facing a product with warnings. Results showed that participants older than 55 years were more likely to react to the warnings by purchasing a similar product with fewer warnings or by not purchasing any product. Likelihood of modifying purchase decisions due to the inclusion of the warnings was associated with a frequent consumption of natural and minimally processed foods and a low consumption frequency of ultra-processed products. These results provide insights to target efforts to promote the use of nutritional warnings in decision making.

RESUMEN El objetivo del presente trabajo fue explorar la influencia de caraterísticas de los consumidores en sus decisiones de compra al enfrentar productos con advertencias nutricionales, unos días después de su implementación en Uruguay. Se obtuvo una muestra no probabilística de 917 participantes utilizando redes sociales. Se les preguntó a los participantes si habían visto las advertencias en un producto que tenían la intención de comprar. A los participantes que respondieron afirmativamente (n= 616) se les pidió qué indicarn qué habían hecho con el producto, utilizando las siguientes opciones de respuesta: 'Lo compré igual', 'Compré un producto similar con menos símbolos de exceso', 'Compré un producto similar sín símbolos de exceso' y 'No compré el producto ni tampoco otro similar. Los datos se analizaron utilizaron modelos de regresión multinomial univariados y multivariados. Los participantes mayores de 55 años presentaron una mayor probabilidad de reaccionar a las advertencias no comprando el producto. La probabilidad de modificar la decisión de compra debido a las advertencias estuvo asociada con una mayor frecuencia de consumo de alimentos naturales y mínimamente procesados y una menor frecuencia de consumo de productos ultra-procesados. Los resultados del presente trabajo sugieren que los esfuerzos para promover el uso de las advertencias en la toma de decisiones deben estar focalizados en los ciudadanos con el mayor consumo de productos ultra-procesados.

Do nutritional warnings encourage healthier choices on food ordering websites? An exploratory experimental study in Uruguay.

OBJECTIVE: To evaluate if the inclusion of nutritional warnings in food ordering websites can discourage consumers from purchasing foods with excessive content of nutrients associated with non-communicable diseases (NCD). DESIGN: Participants were randomly assigned to one of the two experimental conditions: control (n 225) or nutritional warnings (n 222). Nutritional warnings corresponded to separate black octagonal signs containing the word 'Excess' followed by the corresponding nutrient: total fat, saturated fat, sugars and sodium. Participants were asked to purchase a lunch for themselves using a simulated food ordering website. SETTING: Online study in Uruguay. PARTICIPANTS: Convenience sample of 447 Uruguayan participants, recruited using social media. RESULTS: In the control condition, 76 % of the participants selected a dish or a beverage with excessive content of at least one nutrient in the simulated food ordering website. When nutritional warnings were included, this percentage significantly decreased to 62 % (P = 0·002). In addition, nutritional warnings caused a significant reduction in the percentage of participants who selected dishes with excessive content of total fat: 50 % v. 62 % (P = 0·012). CONCLUSIONS: Results from the present work provide preliminary evidence that the inclusion of nutritional warnings in food ordering websites could discourage consumers from selecting dishes and beverages with excessive content of nutrients associated with NCD.

The habitual nature of food purchases at the supermarket: Implications for policy making.

Supermarkets have become the most important provider of food products worldwide. However, empirical evidence about how consumers make their food purchase decisions in this environment is still scarce. The present field study aimed to: i) explore how people make their in-store food purchases, and ii) identify the information they search for when making those purchases. Consumers (n = 144) were intercepted when entering the facilities of three supermarkets in two Uruguayan cities. They were asked to wear a mobile eye-tracker while they made their purchases as they normally do. The great majority of the consumers bought at least one food product or beverage (92%) and, on average, examined products from 2.8 sections. In total, they investigated 37 categories within 13 self-service sections, corresponding to 26 categories of ultra-processed products. For 67% of the products, consumers went straight to the product they seemed to be looking for, grabbed it and put it in their shopping basket or cart, without making any comparison among products. A limited information search was observed. On average, consumers spent 22 s examining products within self-service sections and only 6.9 s were elapsed from the moment they grabbed a product until they put it in the shopping cart. These results provide empirical evidence of the habitual nature of supermarket food purchases in a context characterized by wide availability of ultra-processed products. Taken together, the findings suggest that policies and interventions aimed at reducing purchases of ultra-processed products should disrupt habitual decisions at the point of purchase. In this sense, policies targeted at introducing salient changes on food packages hold potential to disrupt food purchases and encourage consumers to establish new and more healthful food purchase habits.