Effectiveness of a media literacy intervention targeting influencer marketing of foods high in fat, sugar, and salt (Hfss) among taiwanese elementary school children

Objectives: The effects of an educational media literacy intervention targeting influencer marketing of foods high in fat, sugar, and salt (HFSS) on conceptual and attitudinal advertising literacy, resistance efficacy, and behavioral intention to consume HFSS foods were investigated among elementary school children. Methods: A cluster-randomized design was employed, with intact classes of sixth-grade students at an elementary school in New Taipei City, Taiwan, allocated to groups at the class level. The intervention group completed a series of four weekly modules focused on influencer marketing of HFSS foods, whereas the comparison group completed only the baseline and follow-up surveys. The intervention curriculum comprised four modules: (1) “Influencer Marketing Uncovered,” (2) “Recognizing the Health Risks of HFSS Foods,”（3) “Resisting the Lure of Persuasion,” and (4) “The HFSS Food Refusal Contest.” The intervention and comparison groups included 75 students each. Generalized estimating equations were used to evaluate intervention effectiveness. Results: The media literacy intervention significantly increased children’s conceptual and attitudinal advertising literacy and resistance efficacy in response to influencer marketing of HFSS foods and reduced their behavioral intention to consume HFSS foods. Conclusions: The integration of content on influencer marketing of HFSS foods into media literacy education at the elementary school level can foster critical thinking in children and empower them to recognize and resist persuasive HFSS food marketing.