Children and teenagers are being exposed to hundreds of unhealthy food adverts every week on social media, according to a new study led by researchers at the Nuffield Department of Primary Care Health Sciences at the University of Oxford.
The study, published in BMJ Global Health, reviewed research from around the world an found that food companies are using social media to target young people with advertising for ultra-processed foods high in fat, sugar, and salt. In some cases, children were found to be exposed to junk food ads nearly 200 times a week while using apps like Instagram, TikTok, and YouTube.
The research showed that despite this type of digital marketing having a strong influence on children’s eating habits, making them more likely to choose unhealthy foods, there are not sufficient rules in place to protect children. The research team call for urgent changes to govern the advertising of unhealthy food and help children make healthy choices.
Food marketing shapes young peoples’ choices
Social media is a key part of daily life for young people, and food companies are using increasingly sophisticated techniques to advertise their products.
These include:
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Social media influencers promoting unhealthy snacks, making them appear more appealing.
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Interactive marketing, such as competitions and games that engage young users.
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Targeted advertising that reaches children based on their online behaviour and preferences.
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Quickly adaptable tactics, such as ‘COVID-washing’, where food brands used pandemic-related themes to market products.
Read the full story on the The Nuffield Department of Primary Care Health Sciences website.