EXPOSURE OF ADOLESCENTS TO FOOD AND BODY CARE INFLUENCER MARKETING

Abstract

Introduction: Constant exposure to sponsored content by influencers has a direct impact on the eating habits of minors, as well as emotional and self-esteem implications. Methodology: Thus, we aim to understand the type of advertising that teenagers in Spain receive regarding food and body care through influencers by conducting an online survey of 1055 minors aged 11 to 17 years. Results: Nearly 45% of minors confirmed that they receive advertising for unhealthy foods, and although fashion (48.7%) is the sector of body care from which they receive the most promotional inputs, exposure to cosmetic and beauty products (33.1%), fitness and gym products (23.2%), and aesthetic procedures (13.5%) is also notable. Differences based on gender, age, and socioeconomic level were also observed. Discussion: This information reveals that the measures described, such as the PAOS code or self-regulation codes, are not sufficient to reduce minors' exposure to promotion of unhealthy and/or age-inappropriate products. Conclusions: It is essential to continue promoting advertising literacy among minors to enhance their critical thinking skills and enable them to responsibly deal with these commercial messages.