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A recent study analyzing social media has spotlighted the vast reach and frequency of posts featuring unhealthy foods, arguing that policy measures are urgently needed to shield young audiences from the normalization of unhealthy diets in the digital world. The study, published in PLOS Digital Health, reports that user-generated posts about fast food and sugary beverages reached billions globally, contributing significantly to an online environment that could negatively influence dietary choices.
Obesity remains a pressing health challenge globally, and food environments, both physical and digital, play a major role in shaping eating behaviors. In 2020, Monique Potvin Kent of the University of Ottawa and her team conducted a comprehensive analysis of social media platforms like Twitter, Reddit, Tumblr, and YouTube in Canada, focusing on posts about food and beverages. They tracked 40 high-profile food brands in Canada and examined user mentions of these brands over the year.
Their findings revealed an extensive reach: the 40 brands generated nearly 16.9 million mentions, collectively reaching over 42 billion users. Fast food brands dominated, comprising 60.5% of all posts and capturing 58.1% of the total user reach, followed by sugar-sweetened beverages, which accounted for 29.3% of posts and 37.9% of the reach. Interestingly, men were more frequently exposed to this content than women, although age demographics were not specifically broken down in this study.
However, previous research has shown that young people are particularly susceptible to digital marketing, spending substantial time on social media and frequently encountering content promoting high-calorie, low-nutrient foods. The study authors expressed concern that this exposure risks normalizing unhealthy dietary habits among youth, an impression reinforced by frequent and widespread online mentions of these brands.
The study’s authors argue that as social media usage continues to grow among young audiences, policymakers should consider measures to regulate the promotion of unhealthy food and beverages on these platforms. The authors highlight the potential of digital policies, such as content moderation guidelines or advertising restrictions, to help create a healthier digital environment for young people.
The study in PLOS Digital Health serves as a call to action for governments and health organizations to recognize and address the digital promotion of unhealthy foods, safeguarding the well-being of the next generation from online influences that may shape long-term health behaviors.
