ArticlePublic health nutrition2025
Analysing celebrity and influencer marketing of food and beverages to adolescents on Instagram.
Article in Public health nutrition, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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Who cites it
1 citing paper in PubMed.
- A Mixed Method Study Exploring Children and Young People's Perception of Energy Drinks and Analysing Consumption Patterns.Journal of human nutrition and dietetics : the official journal of the British Dietetic Association · 2025Article
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Authors and funding
3 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
objectiveTo assess the nutritional quality of foods and beverages (F&B) advertised to adolescents and analyse marketing techniques and persuasive appeals used by celebrities and influencers on Instagram.
designA content analysis study was conducted using the WHO's CLICK Monitoring Framework and Nutrient Profile Model.
settingInstagram, a popular social media platform among adolescents with frequent F&B advertisements by celebrities and influencers.
participantsThe top forty-eight Instagram accounts of celebrities and influencers posting F&B advertisements were selected based on follower count and engagement metrics. Nutrient profiling of advertised F&B (
resultsCarbonated beverages and flavored waters (28·5 %), energy drinks (20·6 %) and ready-made foods (15·4 %) were most frequently advertised, with the majority (89·2 %) of products not permitted for advertisement to adolescents, according to WHO. Common marketing techniques included tagging brand (96·9 %) and using brand logo (94·2 %). The most frequently used persuasive appeals were taste (20·9 %), energy (10·7 %), link to sports events (10·7 %), new product (9·5 %) and fun (7·4 %).
conclusionMost F&B advertised on Instagram by celebrities and influencers are prohibited from being advertised to adolescents by the WHO. This highlights the need for stricter regulation of user-generated content and for users and parents to be better educated about persuasive techniques used on social media to make them less vulnerable to the influence of marketing.
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