With Canary as an Early Warning System, Digital Marketing Tactics are Revealed

Canary exposes the immense marketing volumes of harmful products and the advertising tactics utilized across tobacco, alcohol and ultra-processed food industries.

By analyzing large-scale digital content, Canary uncovers trends and behavioral risk signals that can inform stronger public health action.

Industry Presence

Canary reveals the industries’ digital presence across the countries we monitor.

The Canary framework can also be applied to other commodities and harmful behaviors.

Volume of Posts

Posts Collected Between 2023 - 2025

Products and Countries

Canary has evolved over time to monitor additional products across more countries, allowing us to expand our impact.

Marketing Strategies

Canary decodes the promotion playbook: tracking message framing, influencer strategies and emotional hooks used to promote harmful products.

Frequency of Messaging Strategies Used

Specific Posts

And Canary can analyze specific advertisements to further dissect what the industry is posting online.

Canary’s data equips media outlets, policymakers and civil society groups with evidence to support the development and enforcement of marketing regulations as well as data intelligence on new marketing tactics.

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In Indonesia, Canary, through SAFENet, leveraged YouTube’s Priority Flagger program to report nearly 3,000 tobacco-related videos violating YouTube’s community guidelines and Indonesia’s Health Law. The effort led to content removal and termination of three major influencer accounts reaching over one million followers.

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A documentary produced by Channel News Asia used Canary data to warn about the pernicious tactics of electronic cigarette marketers aimed at trapping future generations of tobacco users.

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A 2023 Canary report called The Next Frontier in Tobacco Marketing uncovered the latest tobacco marketing tactics online, from advergaming to influencer promotions, and looked ahead to what technological innovations like the metaverse may bring.

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Initially in three countries and now in seven, the service is expanding its reach and impact worldwide

500+

Earned news media stories published to raise public awareness of these threats

3

Harmful product industries monitored regularly under distinct programs

920+

More than 920 million people reached by news coverage

7

Countries and counting where Canary is now active

Canary's Monitoring History

Canary is a real-time monitoring and reporting service that harnesses AI tools alongside expert analysis to identify emerging threats in the marketing of dangerous substances.

1. We extract the data

Canary continuously scans tens of thousands of social media posts and news articles and flags potentially harmful content from marketing actors.

2. We verify the data

Our researchers review and validate the findings to identify problematic content and emerging trends.

3. We give the data meaning

We compile our insights and share them with public health advocates, policy makers, civil society organizations, media, tech partners, and other stakeholders to support timely, evidence-based action.

We’ve been exploring different partnerships, and we want to hear your ideas.

As a tried and tested service with immense potential for expanded use, the opportunities for partnership with Canary are vast. Whether you're interested in data-sharing possibilities, full collaboration utilizing our methodology and expertise, or even expanding the framework to other commodities, we would love to hear from you and discuss further.

Reach out to share your interest in partnering with us.

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