Facebook could be making children fat, study shows

Facebook is a key factor in the obesity epidemic among children, University of Sydney researchers say - and not just because it means kids aren’t playing outside.

Despite bans on television advertisements of energy dense, nutrient poor (EDNP) food brands to children, many companies are circumventing these laws by promoting their brand through Facebook, the researchers say.

“Our findings show that unhealthy food and beverage marketing is prolific and seamlessly integrated within online social networks,” said lead author Dr Becky Freeman, from the university’s School of Public Health.

“Adolescents and young adults are engaging with brands like Dominos, Slurpee and Skittles on Facebook on a near-daily basis.

“Given the exponential growth in use of social media websites such as Facebook among young people, there is a need to understand the techniques and reach of this kind of marketing on these sites.”

Dr Freeman says the popularity of soft drink and energy drink brand pages reflects the high consumption of these products among adolescents and young adults.

“Drinking sugar-sweetened beverages is a known contributor to rising obesity and has been the focus of controversial tax policy reform,” Dr Freeman said.

“Young Facebook users willingly spread marketing messages on behalf of food and beverage corporations with seemingly little incentive or reward required.

“Any activity that users engage with on brand pages can appear in the news feed of their friends, so marketing messages quickly amplify across social networks. This kind of consumer involvement and engagement is unique to social media communication.”

Dr Freeman says the study shows that the “narrow focus” of television advertising bans means the large amount of online advertising aimed at adolescents continues unchecked.

“As a minimal first step, increased monitoring of how EDNP food and beverages are marketed on social media is essential,” Dr Freeman said.

The study was published in the American Journal of Public Health.