The impact of advertising and social media on teenagers eating behaviours
The continuing evolution of technology has led us to consume content daily given the accessibility of smart devices. Most teenagers in generation Z have grown up wholly with technology and the internet. In fact, according to an OFCOM report in 2017, 83 percent teenagers aged 12-15 years in the UK had their own smartphone and 55 percent had a device of some sort. Of those teenagers, 91 percent watched close to 14 1/2 hours of TV and 99 percent consumed 21 hours online content a week (1).
A recent survey recorded 82 percent of UK teenagers and young adults in 2020 used a video-sharing platform such as Facebook, WhatsApp and Instagram with YouTube being the most popular (2). These figures highlight the importance technology has on teenagers today and the vulnerability to social media.
The Covid-19 pandemic forced us to rely on our devices to stay in touch with our loved ones, for shopping, to order take-aways along with education and school work continuing as remote learning. Our reliance to learn, share, exchange information and maintain communication digitally, increased (3). Undoubtedly, teenagers experienced restricted face to face connection with their peers and social isolation due to the Covid-19 lockdown. Social media provided an outlet to lessen the social isolation and anxiety heightened in lockdown by functioning as a coping strategy (3). Yet, is this heightened use of social media influencing teenagers and young adults eating behaviours and, if so, to what extent?
While teenagers may be more mature than younger children, they are still developing emotionally and cognitively. Teenagers strive for autonomy and are heavily influenced by their peers, making them almost certainly more vulnerable to the marketing of junk food (4). A report carried out by Cancer Research UK investigated the attitudes and consumption of children and teenagers in response to the marketing of junk food (5). The results found that teenagers were able to recall a variety of junk food advertisements, and this had a direct influence on their increased consumption of the advertised food/drink products (5). In effect, marketing techniques by the food industry have been aimed purposefully at teenagers promoting junk food even before the pandemic (6).
Why does it matter if teenagers see junk food advertisements?
Junk food marketing tailored for teenage consumption contributes to the concerns of poor diet and long-term negative health outcomes associated with foods high in saturated fat, salt or sugar (HFSS) (6). The diets of teenagers consists of more sugar and fat than fruits, vegetables and whole grains (7). According to the National Survey carried out in the UK, more than two thirds (68%) of the energy (calories) in teenagers diets came from foods HFSS (8). In contrast teenagers are not meeting the 5 a-day fruit and vegetable recommendation, consuming as little as 2.7 portions of fruits and vegetables a day (8). In fact, there has been little to no improvement in the number of portions of fruit and vegetables consumed by teenagers since the 2008/2009 survey. Arguably, the marketing of junk food has had a direct impact on teenagers' food preferences, affecting their eating behaviours and influencing their diet, health and body image.
Marketing strategies for foods HFSS often target teenagers as government regulations restrict food marketing of unhealthy food to children up to the age of 12 (9). In the last few years, government policies within the ‘Childhood Obesity Plan’ have reviewed marketing restrictions, highlighting promotions such as BOGOF (buy one get one free) and the product placement of junk food at tills and checkouts. In addition to, reviewing restricted advertising of foods HFSS on billboards, across Transport for London’s network and advertisements broadcast on TV and online advertising before 9pm.9 More recently, the Government’s Health and Care Bill stated in the Queen's Speech last month, proposed a total ban on online advertising of junk food from 2022 (10). Despite these conscientious efforts to restrict advertising of junk food, most teenagers watch TV and are online much later than 9pm and hence are overlooked by the restrictions.
What methods do the food industry use?
The marketing of food, particularly of junk food is everywhere within reach of teenagers, and literally, in the palms of their hands. The food industry operates with tactful brand marketing to influence and exploit the food preferences and eating behaviours of teenagers (4). Digital food/drink marketing engages teenagers within their social media, apps, online interactive video games and is available round the clock (6).
Studies have found that repeated tactful marketing likens food/drink brands with happy, exciting images and desirable identities that produce positive emotional responses from teenagers such as “choose happiness” or “open happiness” (sugary soda brand), “You’re Not You When You’re Hungry” (candy bar), and “Win from Within” (sports drink) (11). The marketing is designed to showcase brands as cool, athletic and relatable using celebrity endorsements, influencers and sponsorships.6 Often marketing involves promoting brands within social media content such as vlogs, posts and stories by influencers that teenagers follow, trust and emulate as peers. As a result, gaining the trust of teenagers and hiding the focus of the marketing (6). The tactics are specifically intended to take advantage of the vulnerability of teenagers during this developmental stage,and are certainly exposing teenagers to food advertising due to their higher levels of internet and social media use (6).
What can we do?
1. Awareness of food marketing and the tactics used is key to encounter the issues at first hand. Media literacy within schools can present teenagers with an understanding of the techniques and methods used by the food industry.
2. On a larger scale, the food industry and government policies need to take more action, by resolving the imbalance of food marketing, to reduce the marketing of unhealthy foods aimed at teenagers and aiming to increase the advertisements of healthier foods.
Resources:
1. BiteBack 2030 social experiment - Video
Written by: Rumana Dhanji (ANutr)