AI-Powered Tools Tackle Hidden World of Kids' Digital Ads
Groundbreaking new research from Deakin University has developed tools powered by artificial intelligence (AI) that measure children's exposure to persuasive ads for unhealthy products, shedding light on the hidden world of digital advertising targeting kids.
According to Cancer Council Australia, one in three cancer cases in Australia are preventable, with poor diet, excess body weight, physical inactivity, and excessive alcohol consumption leading to almost as many cancer cases as smoking. Researchers at Deakin University believe that advertising plays a crucial role in shaping children's preferences, behaviors, and brand loyalty.
The university's innovative project, SCANNER, uses AI-powered eye-tracking technology to track and categorise harmful digital marketing seen by children. This tool aims to give policymakers the tangible evidence they need to regulate practices prioritizing profits over children's long-term health.
"This is a game-changer for kids' health," says Kathryn Backholer, Professor of Global Public Health Policy at Deakin University's Global Centre for Preventive Health and Nutrition. "We know that advertising targets children with sophisticated marketing tactics, often embedded in their online platforms away from parents' eyes."
According to Backholer, the current regulatory framework under self-regulatory codes created by industries does little to protect children from harmful marketing. The project's aim is to hold companies accountable for these practices, making marketing exposure visible, actionable, and accessible to policymakers.
Researchers are also exploring the role of food packaging in shaping consumer choices, especially among children. A study led by Dr Georgie Russell used AI and eye-tracking technology to analyze packaging designs on products such as breakfast cereals and found that branding, health claims, and nutrient labels play a significant influence on young consumers' decisions.
Their research involved 750 children aged five to 12 and demonstrated the importance of understanding how packages are designed to attract young consumers. The findings provide essential evidence for policy changes promoting healthier food choices.
As policymakers begin to take notice of the SCANNER project's findings, backholer emphasizes the urgency for governments to intervene and restrict advertising practices that prioritize profits over children's health.
"When we can monitor this kind of marketing, and hold industry accountable, we can ensure children aren't exposed to these kinds of health-harming risks," Backholer says.