Celebrity Influencers' Food and Beverage Ads on Instagram Decried by Researchers

Strategic Insights -

Research conducted at the University of Lugano has revealed a disturbing trend of celebrities and influencers using Instagram to promote food and beverage products to adolescents. The study, which analyzed 344 advertisements and 326 posts between January 2021 and May 2023, found that 89.2% of the products advertised were not permitted for promotion to adolescents according to the World Health Organization (WHO). The advertisements most frequently featured carbonated beverages, energy drinks, and ready-made foods, with tagging brand and using brand logos being common marketing techniques.

Key Takeaways:

  • The study analyzed 344 food and beverage advertisements and 326 posts on Instagram featuring celebrities and influencers.
  • The advertisements most frequently featured carbonated beverages and energy drinks, with 89.2% of products not permitted for advertisement to adolescents according to the WHO.
  • Common marketing techniques used by celebrities and influencers included tagging brand (96.9%) and using brand logo (94.2%).
  • Persuasive appeals in the posts most frequently included taste (20.9%), energy (10.7%), and link to sports events (10.7%).
  • The research highlights the need for stricter regulation of user-generated content and parents to be better educated about persuasive techniques used on social media.
  • The study's findings suggest that celebrities and influencers are using Instagram to promote unhealthy food and beverage options to adolescents.

Statistics:

  • 96.9% of advertisements featured tagging brand.
  • 94.2% of advertisements featured using brand logo.
  • 89.2% of products advertised were not permitted for advertisement to adolescents according to the WHO.
  • 20.9% of advertisements featured persuasive appeals related to taste.
  • 10.7% of advertisements featured persuasive appeals related to energy.
  • 10.7% of advertisements featured persuasive appeals related to sports events.

Sources:

  • "Analysing Celebrity and Influencer Marketing of Food and Beverages To Adolescents On Instagram." Public Health Nutrition, vol. 28, no. 1, 2025.
  • Cambridge University Press. www.cambridge.org
  • Public Health Nutrition. journals.cambridge.org/action/displayJournal?jid=PHN
  • Rida Khan, University of Lugano, Inst Commun & Publ Policy, Fac Commun Culture & Soc, Lugano, Switzerland.
  • L. Suzanne Suggs and Afifa Tanweer.