Alicia Stochla

I’m Alicia, a fourth-year Professional Communications student at Toronto Metropolitan University. Throughout my degree, I’ve concentrated on marketing, which not only shaped my academic path but also helped me discover a true passion for the field. That passion has carried over into my professional life, where I currently work in marketing within the beverage industry. I also have a strong personal interest in healthy, active living, which continues to influence both my work and the way I think about consumer messaging.

This capstone project brings all of those elements together. It has allowed me to critically explore the marketing strategies used to target children, particularly by influencers, and reflect on the ethical responsibilities that come with shaping young audiences’ choices.

This study explores how influencers like Logan Paul, MrBeast, and KSI promote food and beverage products to children on platforms such as TikTok, YouTube, and Instagram. By analyzing over 450 videos and posts, the research found that these influencers often combine advertising with entertainment in ways that make it difficult for children to recognize when they are being marketed to. Techniques such as bright visuals, humor, stunts, and celebrity appeal are commonly used to attract young viewers. Although guidelines in Canada and the United States require influencers to clearly disclose paid promotions, many posts did not include proper disclosures. This raises ethical concerns about transparency and the targeting of impressionable audiences. The findings suggest a need for stronger regulations, better media education for children, and greater responsibility from both influencers and the companies involved.