EU Horizon project
1.1.2025 - 31.12.2027
Coordinator: European Food Information Council (EUFIC)
Mainstream media (TV, radio, newspapers, etc.), along with social media and different types of marketing—both direct and indirect—have a powerful influence on consumer food choices.
In today’s digital and interconnected world, individuals of all ages, including children, are exposed to extensive food and beverage advertising and media content daily. These messages, created either by private companies for commercial gain or by governments and civil organizations for various objectives, shape consumer decisions regarding food and drink, meal preparation, eating habits, and overall lifestyle. However, a significant portion of this information is not based on solid facts, contributing to misinformation that can negatively impact dietary understanding and behavior.
INFOODMATION seeks to explore and clarify the ways in which mainstream media, social media, and marketing strategies affect consumer food choices, with a particular focus on health and sustainability.
Why does this matter?
By enhancing awareness of how media influences what people eat and drink, INFOODMATION aims to highlight best practices, encourage responsible business approaches, and support the development of effective policy recommendations. In the long term, these efforts will contribute to an innovative governance framework that improves the way food-related information is communicated to consumers.
How will the project achieve its goals?
INFOODMATION will follow a three-phase approach, ensuring engagement with stakeholders at every stage:
Mapping: This phase involves identifying the communication tools, strategies, channels, and key messages used by three primary actors—governments, the private sector, and civil society.
Evaluation: The next step assesses how these communications influence consumer knowledge, attitudes, and food choices, as well as their perceived social norms, meal preparation habits, diet, and lifestyle.
Turning Insights into Action: Findings from the evaluation will be translated into best practices, responsible business strategies, and policy recommendations. To support their adoption, the project will establish the INFOODMATION Knowledge Hub, alongside capacity-building initiatives for stakeholders across the food system.
INFOODMATION will utilize a communication effects model to analyze how various consumer groups—including those with lower media literacy and limited awareness of persuasive tactics, such as children, adolescents, and individuals from lower socioeconomic backgrounds—interpret food-related messages and misinformation. The project will also examine how these factors influence behaviors, perceptions, and attitudes. Stakeholder input and expertise will be integrated throughout, ensuring co-developed outcomes with long-lasting impact that align with the goals of Food2030.
