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.
The study found that these digital marketing strategies influence children’s food choices and eating habits, making them more likely to consume unhealthy foods.
‘Many children do not realise they are being targeted by advertising when they see influencers, celebrities, or brands promoting food online,’ said Jesse Lafontaine, lead author of the paper who, at the time of the study, was completing an MSc in Applied Digital Health at the Nuffield Department of Primary Care Health Sciences. ‘Young people are spending more time on social media, and food companies are using this to push unhealthy products in ways that are difficult to spot. This is making it harder for children and young people to make healthy choices.’
Self-regulation isn't working – stronger rules are needed
Many countries currently rely on voluntary advertising rules, allowing food companies to decide whether to follow advertising restrictions. The study found that even when followed these rules are often ineffective, as companies can bypass them by promoting their brand rather than specific products.
Similarly, digital marketing techniques, such as influencer promotions, blur the lines between entertainment and advertising, making it harder to detect and regulate unhealthy food marketing.
The global nature of social media further complicates regulation, as ads can easily reach audiences across different countries with varying regulations.
‘These self-imposed rules are failing,’ said Dr Isabel Hanson, an author on the study and DPhil candidate in the Nuffield Department of Primary Care Health Sciences. ‘Self-regulation is not enough, and the marketing of unhealthy food is as widespread as ever.’
What needs to change
The researchers are calling for stronger government policies to restrict unhealthy food advertising on social media, as well as:
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Better education in schools to help young people recognise advertising and make informed choices.
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Stronger international regulations to prevent companies from bypassing local advertising laws.
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More research on how digital food marketing affects young people, particularly in lower-income countries.
Calling for action
With childhood obesity on the rise, the researchers warn that without urgent action, social media will continue to fuel unhealthy eating habits among young people.
‘Children deserve to grow up in an environment that supports their health, not one that constantly encourages them to eat junk food,’ said Dr Cervantée Wild, Senior Author of the paper and formerly a research fellow in the Nuffield Department of Primary Care Health Sciences. ‘We need real change to protect them from the influence of unhealthy food marketing online.’