Social media’s harmful impact on the mental health of children and teenagers is well documented.
Now, new research suggests that the widespread marketing of unhealthy food and drinks on social media is influencing the food choices of young people and potentially impacting their physical health.
A University of Oxford team found “strong and consistent evidence” that digital marketing of unhealthy foods and drinks is widespread on social media, and that it influences children and teenagers.
And a recent study led by the University of Queensland found that problematic and excessive social media use is linked to young teens’ increased consumption of sweets and sugar, as well as the tendency to skip breakfast.
So, what is going on with social media and children’s diet? And what are the links?
Teens regularly exposed to junk food ads
Australian GP Isabel Hanson, from the research team behind the Oxford study, says that when young people see junk food being marketed on platforms like Instagram, YouTube or TikTok, it affects what they want to eat.
“My co-authors and I reviewed studies from around the world and saw a clear pattern: kids and teens are regularly exposed to marketing for foods high in sugar, salt and fat, often without realising it,” she says.
One of those studies found Australian children aged 13 to 17 are exposed to 17 food ads each hour, with an average of almost 170 per week.
“This exposure shapes their preferences, increases their desire for those foods, and can lead to higher consumption.”
It’s something she sees play out in her work as a GP.
“Young people who grow up in environments filled with lots of screen time, social media, and exposure to advertising often have poorer diets and can struggle with their weight,” she says.
“Of course, there are lots of factors at play, but [social media] is one we can do something about.”
‘Harder to resist’
Asad Khan led the University of Queensland study that reviewed the data of 223,000 adolescents aged 13 to 14 from 41 countries.
The study found the mindless use of social media often leads to mindless eating — and sometimes mindlessly not eating.
Teens skipping breakfast is particularly problematic, according to Professor Khan, although he concedes the study only examined the amount of time teens spent on social media and not the type of content they consumed, making the link between the two difficult to plot.
“What we found is that the mindless [and excessive] use of social media, is more problematic. And that kind of mindless use is leading towards the over consumption of sweet, sugary drinks and skipping breakfast,” he tells ABC Australian Radio.
So why do these ads for junk food on social media impact the diet of children and teens as much as they do?
Dr Hanson says these ads are designed to be appealing, and young people are generally more susceptible to this type of marketing.
“They are colourful, fun, often linked to trends or popular people, and that has a real effect on young people’s choices.”
“Young people are smart and savvy in many ways. They can spot trends quickly, navigate digital spaces with ease, and often know more about online platforms than adults do.
“But the brain continues to develop until we are in our mid-twenties, particularly the areas responsible for impulse control, decision-making and assessing risk.
“That means children and teenagers can be more influenced by social approval and less likely to pause and reflect on where a message is coming from, especially when it’s wrapped up in entertaining or peer-driven content.”
Social media advertising often doesn’t look like traditional advertising, which makes it harder to spot and easier to absorb.
And the social media algorithm, peers and influencers also play a huge part in how young people interact with food ads.
“Social media platforms are built to keep users engaged. Once a young person interacts with food content, they’re likely to see more of it,” Dr Hanson says.
“At the same time, young people are heavily influenced by what their peers are watching, liking or sharing, so if a snack or drink is popular in their online circles, it can spread quickly.”
As for the influencers spruiking junk food, they are seen as relatable and trustworthy by young people.
“When influencers promote a food or drink, even subtly, it carries a lot of weight.
“Our review showed that this kind of marketing is especially effective because it doesn’t feel like marketing. That makes it harder to recognise, and harder to resist.”
Food for good mental health
An adolescent’s relationship with food can be a complicated one.
A major global study led by Australian’s ABC estimate that 50 per cent of children and young people (aged 5-24 years) in Australia will be overweight or obese by 2050.
Rates of obesity among children and young people have tripled over the past three decades, the study found.
Add the impacts of social media, courtesy of junk food ads, influencers and time-consuming scrolling, and things can become even murkier.
Miriam Raleigh is a paediatric dietitian and the founder of Child Nutrition, a group of dietitians specialising in children’s food services.
Having a variety of foods from all core food groups is essential for a child’s body and brain, she says.
“We know that a diet rich in wholefoods — not those found in packets — is important for good mental health. Foods are more than vitamins and minerals, they also contain phytochemicals and antioxidants which feed our body, mind and gut.
“Having a broad range of foods allows our gut microbiome to contain a diverse range of different beneficial bacteria that is thought to have a direct link to mental health.”
Sugary foods and highly processed foods contain little nutritional value for children and teens’ growing bodies,” Raleigh says.
Holding social media companies accountable
Dr Hanson would like to see more government regulation around junk food marketing on social media rather than the voluntary industry codes that “don’t hold up in the digital space” that are currently in place.
Policies that help reduce children’s exposure to digital junk food marketing are needed and social media companies need to do more to protect young users, she argues.
“Education and social media literacy might help a bit, but let’s be honest — it’s the same for adults. When you are constantly flooded with advertising for unhealthy food, it makes you want it,” she says.
“These are highly skilled marketers using proven techniques to influence behaviour. Expecting young people to resist that, day after day, isn’t realistic.”
When asked about the federal government’s response to the issue, a spokesperson from the health department said the government has provided more than $500,000 for the University of Wollongong to deliver a feasibility study to examine the current landscape of unhealthy food marketing to children.
The feasibility study will provide a better understanding of the options available for consideration by all governments and is expected to be finalised in the second half of 2025.
