Too much sugar, too much salt: this is how unhealthy social media advertising is for children
A large-scale study by the University of Vienna has analysed food advertising by brands and influencers on social media. The majority is aimed at children and young people - although most of it is not suitable for them at all.
You shouldn't believe everything you see in adverts. That sounds simple. But when advertising is aimed at children and young people, things get more complicated. Especially as young users today are constantly confronted with subtle marketing content on social media channels. The University of Vienna has now analysed the extent to which they are exposed to food advertising and whether it is appropriate for children on behalf of the Austrian Ministry of Health.
In concrete terms, this means that the majority of the products presented contain too much fat, salt and/or sugar. The biggest culprits are chocolate, cakes, biscuits, drinks such as lemonade, ready meals and convenience foods.
Food brands and influencers at the centre
For one year, from July 2021 to June 2022, the researchers analysed advertising content on Instagram, YouTube, Tiktok and Twitch. They recorded 1605 articles and 3677 product representations during this time. They focussed on 61 of the largest food brands in Austria.
At the same time, they also analysed the food products advertised by the German-speaking influencers with the widest reach. And a similar picture emerges here: depending on the platform, between 57 and 73 per cent of products should not be advertised.
Where the study reaches its limits
Cover photo: Shutterstock
Mom of Anna and Elsa, aperitif expert, group fitness fanatic, aspiring dancer and gossip lover. Often a multitasker and a person who wants it all, sometimes a chocolate chef and queen of the couch.
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