Table 1.

Teen-developed coding guidelines.

Ad Feature	Definitions, Examples, Inclusion/Exclusion Criteria
1. Price	The price is present if it is available for a food/beverage item(s). Any other prices indicated on an ad (e.g., non-food items), are excluded. For example, $1 trading cards with beverage purchase would not be coded as “Price”—see features 4 and 8.
2. Image of Food/Beverage	The food/beverage image is present if there is a photo of a food or beverage on the ad. This does not include foods present in the logo of a vendor or brand.
3. Taste Description	The taste description/sensory appeal is present on the ad if there is a word(s) describing the taste (e.g., fresh, tasty, yummy, flavour, crunchy, delicious, ooey, gooey, savory). Note: Only words pertaining to taste are included.
4. Sale/Deal/Special Offer	There is a sale, deal, or special offer present if there is either: (1) a deal/discount towards a food or beverage item(s); or, (2) a limited time/special offer (e.g., limited time offer, this food is back from October–November 11th, get this summer special, seasonal offer, 2/$5, buy one get one free, reduced price, etc.). Exclusive specials on certain days of the weekday are also included (e.g., Tuesday sub of the day is lower price). Note: this is only for food/beverage items (i.e., if you get a free dilly bar with next purchase, this qualifies). However, if there is a limited time offer for a contest/giveaway that is not food or drink-specific (e.g., McDonalds Monopoly), but it also has a limited time date for the contest itself and not a specific food item, this is excluded— see feature 8.
5. Slogan/Description	The slogan/description is present if there is either: (1) a general ad description; (2) slogan or catchy phrase; or (3) a food or beverage item description (e.g., my summer tastes, handmade fresh tastes better, crispy chicken and waffle fries—also see feature 3). Note: most ads will have this feature present.
6. Logo/Company Name	The logo/company name is present if either the logo, company name, or food brand is included on the ad (e.g., Metro, President’s Choice, Dairy Queen, Loblaw’s).
7. Geographic/Online Location	The location is present if there is either the store address, directions, or website for ordering from the vendor. This ad criterion is more relevant for coding billboards and transit shelters. When coding food vendor signage that is already located at/on the property of the food store, this feature will be coded as N/A (0), unless it specifically has other location addresses on it or directions to other addresses. Online addresses qualify for ordering food/drinks online, like a web address or ordering app for a vendor, not a link for contests/giveaways—see feature 8.
8. Gamification	Gamification is present on this ad if there is a contest/game, giveaway, chance to win something (e.g., National Hockey League (NHL) trading cards, chance to win a dirt bike or trip with the purchase of certain food/beverage items). This is also likely coded as a description—see feature 5.
9. Loyalty Points/Rewards Program	Loyalty points/rewards program is present only if the ad mentions collecting points towards free food or being a member of a loyalty program (e.g., Petro Points, Student Price Cards, Scene Points, President’s Choice Optimum Points, MyWay Rewards, Pita Points). This is also likely coded as a description—see feature 5.
10. Character, Celebrity, or TV/Sports tie-in	Characters, celebrities, or TV/sports tie-ins are present if any of the following are present. This includes both people (e.g., a teenager) and cartoon characters on logos, including non-human characters used to promote a brand or food vendor (e.g., man on the KFC logo, Little Caesars pizza character, the slush puppy dog). Other examples that would qualify include: a person in the ad, Michael Jordan eating a burger, a photo from the Jurassic World movie, a professional chef, etc.