A study by the Medical University of Vienna has found that many child and teenage influencers on YouTube actively promote unhealthy foods, often high in fat, sugar and salt.
Researchers analysed 162 videos from seven German-speaking influencers under the age of 18. Of the 901 food promotions identified, two-thirds were for products that do not meet World Health Organization (WHO) guidelines for marketing to children.
Chocolate and other sweets featured prominently in the videos, with influencers often presenting them in a playful and appealing way. Influencers frequently paired positive comments or enthusiastic reactions with these unhealthy products, making them even more enticing to their young viewers.
Dr Eva Winzer, the study’s lead author, highlighted the potential consequences, warning: “These subtle endorsements can shape children’s eating habits and preferences, increasing their risk of obesity and related health problems.”
Stricter Regulation Needed
Despite existing bans on paid advertisements in child-friendly YouTube content, the study identified extensive promotion of unhealthy foods. Many videos displayed visible brand logos and direct consumption of products, often without clear advertising disclaimers.
The research team called for tighter regulations, independent monitoring and improved media literacy for children. They also urged influencers and the food industry to take greater responsibility for their content.
“Creating a digital environment that supports healthy eating is vital,” the report concluded. “Efforts should focus not just on regulations but also on fostering awareness among influencers and the industry.”
