Digital food advertising exposure and perceptions among school-age children: a mixed-methods study in Kazakhstan

Social media food advertising is pervasive among Kazakhstani children, especially early adolescents. TikTok and Instagram feed flows dominated young viewers' exposure, with high-calorie products (sugary drinks, fast foods, energy drinks) highly featured. Younger children tended to enjoy ads, whereas older teens generally discounted them, yet older teens' higher autonomy and consistent exposure to enticing ads suggest potential influence on their choices. Strengthening media literacy and critical thinking among school-aged children should become an important direction in public health to reduce the influence of digital marketing on food-related behavioral decisions.