Project
INFOODMATION: food information for healthy and sustainable diets
INFOODMATION (2025-2027) explores how different forms of media and marketing, such as TV, social media, and advertising, shape consumers’ food choices and dietary habits. The project focuses on understanding their impact on health and sustainability, aiming to foster better food-related behaviors and decision-making. It identifies the strategies and messages used by key actors, evaluates their effects on consumer attitudes and lifestyles, and develops practical and legal recommendations to improve how food information is communicated and interpreted across diverse audiences.
In today’s media-driven world, food and beverage choices are heavily influenced by various forms of communication. From television and social media to advertising and government campaigns, people of all ages are exposed to countless messages about what to eat and drink. However, much of this information is shaped by commercial or organizational interests, often lacking a strong factual foundation. This can lead to confusion, misinformation, and unhealthy eating habits, impacting both individual well-being and the sustainability of food systems.
Children, adolescents, and those with lower media literacy are particularly vulnerable to persuasive food marketing, which often promotes less nutritious options. Understanding how these messages shape consumer behaviors is essential for improving dietary habits and creating a healthier, more sustainable future. The INFOODMATION project addresses this challenge by studying how media and marketing influence food choices and developing strategies to ensure better communication and more informed decisions.
The INFOODMATION project, running from 2025 to 2027, investigates the influence of mainstream media, social media, and marketing (both direct and indirect) on consumer food choices, with a focus on promoting healthier and more sustainable dietary patterns. The project examines how these communication channels shape food-related attitudes, knowledge, behaviors, and lifestyles, often perpetuating misinformation and contributing to suboptimal dietary practices. To achieve its objectives, INFOODMATION employs a three-step approach:
1. Mapping Communication Strategies: This step identifies and categorizes the tools, channels, and messaging tactics used by three key actors: governments, private-sector entities, and civil society organizations. By analyzing these strategies, the project provides a comprehensive overview of how food information is disseminated.
2. Assessment of Impact: The second phase evaluates the effects of these communications on consumers. It examines their attitudes toward food and drink, knowledge of dietary guidelines, perceived social norms, meal preparation habits, overall diet quality, and lifestyle behaviors. Special attention is given to vulnerable groups with low media literacy or persuasion awareness, such as children, adolescents, and individuals from lower socioeconomic backgrounds.
3. Translation to Action: Insights from the assessment phase are used to create evidence-based best practices, responsible business strategies, and policy recommendations. These recommendations aim to improve how food information is communicated and counteract misinformation. The project facilitates adoption through the development of the INFOODMATION Knowledge Hub and capacity-building initiatives, ensuring that key stakeholders can implement these findings effectively.
INFOODMATION employs a communication effects model to study how different consumer segments interpret food-related messages and misinformation. This analysis identifies key drivers of behavioral change and pinpoints gaps in current communication practices. By integrating stakeholder input throughout the process, the project ensures co-created, actionable results with long-term benefits for healthier and more sustainable food systems.
INFOODMATION’s outcomes align with the broader goals of Food2030, contributing to improved food literacy, informed consumer choices, and innovative governance in the food sector.
The WUR Law Group is responsible for the legal and policy related aspects, and the Strategic Communication Group researches food communication and marketing.