Influencers’ recommendations for food and drink that’s too sweet, too salty or too fatty land directly on young people’s cell phone screens in their news feeds; a type of advertising whose effect is unmissable. Companies benefit from the reach and credibility that influencers enjoy among their followers. Studies show that their product recommendations are comparable to the purchase recommendations made by friends or those close to children and teenagers. The supposed intimacy and friendship with online stars suggests closeness and familiarity, with little critical questioning of the advertising message, experts point out. A recent study by doctors at the University of Vienna shows that three quarters of the foods and beverages promoted by influencers have a “ high salt, fat or sugar content ” and would not be “ approved for marketing to children “.
According to thehe new WHO European Regional Obesity Report 2022, pver two-thirds of adults and 1 in 3 children in the WHO European Region are overweight or obese, and these rates are continuing to rise.
