When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows

Abstract This study examined the role of sponsorship disclosures in YouTube eating shows that include a large amount of unhealthy food. To see the mechanism through which sponsorship disclosures affect viewers’ attitudes and behavioural intentions toward the featured product, we assessed the mediating role of inferences of manipulative intent, which refers to consumers’ inference that the persuasion method used by an ad is manipulative. Ad recognition and para-social relationships with the influencer were tested as moderators. Results showed that providing the disclosure significantly lowered inferences of manipulative intent when viewers’ ad recognition was high. Decreased inferences of manipulative intent led to positive attitudinal and behavioural outcomes. The results indicate that the presence of sponsorship disclosure might work against public health, making viewers more receptive to harmful messages.