75% of the foods promoted by influencers are unhealthy

Three-quarters of the products that German-speaking influencers post about on various social media channels are so unhealthy that they contravene the WHO (World Health Organization) advertising standards for children. That's according to new research findings by a team led by Eva Winzer from MedUni Vienna's Center for Public Health, which were presented at this year's European Congress on Obesity in Maastricht. The researchers' analysis shows that teenagers using TikTok, Instagram, and YouTube are exposed to ads for 18 products an hour, usually without realising it. As part of the study, the MedUni Vienna research team analysed meals, snacks and drinks that appeared in posts and videos by six of the most popular German-speaking influencers on TikTok, YouTube and Instagram. Together, the contributions from these three men and three women reach and influence more than 35 million followers and subscribers in the 13 to 17 age group. The study found that 75% of the foods and beverages presented were so high in salt, fat or sugar that, according to WHO guidelines, they should not be marketed to children. Moreover, most of the posts and videos were not clearly identified as advertising.