Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach

Abstract Background Traditional food marketing, mostly involving advertisement of nutrient poor and energy dense foods, has the effect of enhancing attitudes, preferences, and increasing intake of marketed foods in adolescents, with detrimental consequences for health. While the use of social media applications in adolescents has proliferated, little is known about the content of food promotions within these applications. The aim of this study was to investigate adolescents’ exposure to and evaluation of social media food promotions (SMFPs). Methods Australian adolescents aged 13–16 years joined one-on-one Zoom meetings with the researcher on the device they normally used for social media. Participants shared their screen and visited up to three of their favourite social media platforms for 10 min each, during which the researcher pointed out examples of SMFPs to participants. Next, participants answered questions about their awareness and appreciation of SMFPs. Screenshots of SMFPs were de-identified and analysed. Results The study included 35 adolescents aged 14.4 (± 1.2) years (boys: n = 18; girls: n = 17). Instagram, Snapchat and YouTube were the most favoured social media platforms. During a total of 1000 min of viewing time, 1801 unbranded (n = 1221) and branded (n = 580) SMFPs were identified. Participants viewed a median rate (IQR) of 12.0 (6.3–20) SMFPs per 10 min, with a median rate of 6.0 (3–11) non-core SMFPs per 10 min. A majority of SMFPs (62%) were embedded into celebrity influencer or entertaining content (e.g., vlogs, cooking videos, streamed TV content). In total, 60% of the participants said they had sometimes, rarely or never noticed the SMFPs pointed out by the researcher themselves. Participants largely remembered non-core foods or brands (77%). Almost half (49%) of participants liked SMFPs, while only 6% disliked them. Conclusions This study contributes to a relatively unexplored research area. The outcomes show adolescents’ SMFP exposure mostly concerns unhealthy foods, shown in advertisements and other food-related posts, which are integrated into a wide variety of entertainment that is appreciated by adolescents. The results emphasise the need for more research on SMFPs, with particular focus on the impact on adolescent dietary behaviours, and clearer definitions and stricter regulations regarding adolescent-targeted social media food marketing.