The majority of food advertising that young people encounter on social media promotes unhealthy products. This is according to a new study from Karolinska Institutet, where TikTok is identified as the platform with the highest exposure.
The survey is based on data from young people aged 13-16 who, over the course of a week, documented the advertising they saw in their social media feeds. They were given a choice of platform, with most choosing Tiktok or Instagram.
One third of all the ads young people were exposed to were for food or drink – and 70% of these were for unhealthy products such as fast food, snacks or sugar-sweetened drinks.
Exposure was highest on Tiktok, where participants could encounter up to 26 food-related ads per hour. On Instagram, the average was 13.
– In focus group interviews, participants said they were often tempted to make impulse purchases by the design of the ads. At the same time, several expressed a feeling of powerlessness in the face of the amount of advertising they encounter daily, said Sofia Spolander, researcher at the Department of Medicine, Huddinge in a press release.
Childhood obesity doubled
In the focus group, the young people also described how the advertising affected them and increased their cravings for unhealthy food, and that it was difficult to resist consumption.
Overweight among Swedish children aged 11–15 has more than doubled in the past 30 years, and obesity in this age group has quadrupled, according to the study. Young people are eating more unhealthy food than before, while consuming fewer fruits and vegetables. Unhealthy eating habits are one of the leading causes of poor health and premature death in Sweden.
– The food environment influences our eating habits, and marketing is an important part of that environment. This study shows that the advertising young people encounter on social media goes against the dietary guidelines, says Spolander.
The study forms the basis of a new report from UNICEF Sweden and the Swedish Heart-Lung Foundation, which highlights how advertising for food and drink in social media affects the health of children and young people.