ArticlePublic health nutrition2026
General and sport-related marketing techniques in Canadian recreation and sport facilities: cross-sectional photo analysis of food and beverage advertisements.
Article in Public health nutrition, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
objectiveTo evaluate food marketing techniques used in Canadian recreation and sport facilities and assess the healthfulness of foods and beverages marketed by the techniques.
designCross-sectional content analysis of photographed food marketing instances coded for marketing techniques according to Health Canada's Monitoring Protocol, developed for monitoring food marketing techniques across settings, supplemented with new inductively identified codes and sport-related marketing techniques. Healthfulness was classified as 'of concern' or 'not of concern' according to cut-offs of sodium, sugar and saturated fat established by Health Canada.
settingRecreation and sport facilities in Canada.
participants134 facilities with 2576 food marketing instances.
results91·4 % of food marketing instances included at least one general marketing technique. Branded infrastructure, displays and furniture was the most prevalent (87·9 %) and appeared with another technique half of the time. Sport-related marketing appeared in 12·2 % of marketing instances, with most referring to sponsors. Most (86·5 %) marketing instances were 'of concern'. Food marketing instances with sport-related marketing (97·6 %) were significantly more likely to be 'of concern' than without sport-related marketing (84·6 %) (χ
conclusionsThis study highlights the presence of food branding and the use of sport-related marketing to promote unhealthy products/brands in recreation and sports facilities. Monitoring protocols may underestimate exposure to persuasive food marketing by overlooking subtle, symbolic and cross-channel techniques. Future research can be improved by including subtle techniques and reinforced messages across marketing channels.
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