Open Access Journal

ISSN: 2183-2439

Article | Open Access

Advertising on Video-Sharing Platforms in the Toy and Food Categories in Spain

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Abstract:  This article reviews the advertising content on the YouTube channels featuring kid influencers with the highest number of subscribers in Spain. The goal is to observe the evolution of the elements that define this type of content as advertising content, even though the vast majority of the advertising content is not labelled as such. An analysis was conducted of all the videos posted during the 2022 Christmas period on the 15 YouTube channels with the largest audiences, which produced a sample of 61 videos that possessed the pertinent characteristics. Content analysis was applied and the degree to which the content complied with food and toy advertising regulations was examined.

Keywords:  advertising; food; influencers; kid influencers; media regulation; self-regulation; toys; YouTube



© Miguel Ángel Nicolás-Ojeda, Esther Martínez-Pastor. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.