Food safety communication in YouTube video recipes

Purpose: Given the popularity of online video recipes, the purpose of this study was to explore the potential communication of food safety malpractices in YouTube video recipes. Design/methodology/approach: Content analysis of purposively sampled, high-risk chicken salad video recipes (n = 38) using an observational checklist was undertaken. The checklist was based upon the requirements of the Partnership for Food Safety Education “Safe Recipe Style Guide”, which was annotated with visual and verbal communication of food safety practices being “best practice”, “inadequate” or “absent”. Findings: None of the observed video recipes showed visual handwashing at the start of the recipe. Furthermore, there was a distinct lack of visual communication of handwashing during the video recipes. Research limitations/implications: The lack of visual and verbal food safety communications within video recipes indicates a failure to adequately inform consumers of risks and safeguarding practices. Originality/value: Previous research has focussed on communication of food safety practices in broadcasted television cookery programmes and published recipe books; this research extends consumer foods safety research to include resources commonly used by consumers to obtain meal inspiration. To date, this is the first study that has utilised the “Safe recipe style guide” as a tool to assess inclusion of food safety messages.