The study ‘The influence of snackable content on social media’ shows that children aged 7–18 mainly encounter unhealthy food in various types of posts. These range from advertisements by companies, supermarkets or brands showcasing food products, to sponsored posts by influencers in which they promote recipes or specific products. There are also posts in which someone shows what they eat or drink, without this being (visibly) sponsored.

TV programme Pointer had previously highlighted that 40% of children (aged 6 to 12) and 53.5% of teenagers see advertisements for crisps, snacks, sweets or soft drinks. ‘Formally’, according to the Advertising Code for Foodstuffs, advertising for food aimed at children up to and including the age of 12 is not permitted.

Influenced by advertising

The study confirms that children are influenced by advertising, particularly advertising for snacks. They say that they have sometimes bought food or drinks as a result of posts on social media.

“It’s mainly crisps and Red Bull for me. Then I go straight to the supermarket the next morning.” – Participant, 17

Parents realise that their children are influenced and find it unpleasant or frustrating that their child sees so much (unhealthy) food and drink on social media.

“I wasn’t aware that children see so much unhealthy food and drink. It really surprises me,” one of the parents said.

Marjon Bachra, managing director of JOGG, responds: “It is nearly impossible for parents to prevent their children from coming into contact with social media and unhealthy temptations online. We can ensure that parents and children become more media-savvy. We can only create a healthy (online) environment if content creators, media and advertising agencies, platforms and (future) marketers are also more aware of their impact on children’s health.”

Ban on marketing aimed at children

Lifestyle & prevention were central to the meeting of the Standing Committee for Health, Welfare and Sport of the House of Representatives on Wednesday, 14 December. Because the current self-regulation is insufficiently effective, the government wants to legally restrict marketing aimed at children for unhealthy food. Insights from the study demonstrate the urgency of doing so. It is a positive development that the government is discussing a ban on marketing aimed at children. This is a step in the right direction. But we can only create a healthy (online) environment if everyone contributes to it.