Teen-targeted food and beverage advertisements by celebrities and social media influencers

Abstract Background As teenagers spend a substantial amount of time online, food and beverage (F&B) companies have embraced user-generated marketing to reach them. Instagram is one of the most popular social media platforms among teenagers, and they are more likely to purchase or consume F&B that they see posted online by celebrities and influencers. Therefore, this research aimed to assess the nutritional quality of F&B promoted by celebrities and social media influencers, and what marketing techniques are used in F&B promotion on Instagram. Methods The top 48 Instagram accounts of celebrities and social media influencers posting content related to F&Bs were selected based on their follower count and engagement metrics. Nutrient profiling of the advertised F&Bs (n = 344) was performed using the World Health Organization's (WHO) Nutrient Profile Model (NPM). Content analysis of all posts featuring F&Bs (n = 326) between January 2021 and May 2023 was performed using the WHO template. Data collected included characteristics of celebrities and social media influencers, marketing techniques, and persuasive appeals in the posts. Results The most frequently advertised F&Bs were carbonated beverages and flavored waters, followed by energy drinks and ready-to-eat foods. The majority (89.2%) of the products were not permitted to advertise to adolescents, according to the WHO NPM. Tagging the brand (96.9%) and using the brand logo (94.2%) were the most frequently used marketing techniques. Common persuasive appeals were taste (20.9%), energy (10.7%), sports events (10.7%), new product (9.5%), and fun (7.4%). Conclusions F&Bs promoted on Instagram through user-generated content by celebrities and social media influencers are often unhealthy and prohibited from being advertised to adolescents by the WHO. Nevertheless, the current policies have limited scope and effectiveness in regulating user-generated content, allowing for the persuasive exposure to unhealthy food marketing. Key messages • Celebrities and social media influencers often promote unhealthy food and drinks on Instagram. • Most of the products are not permitted for advertising to adolescents by the WHO.