A majority of young people in Germany want a ban on influencer advertising for unhealthy foods, according to a survey conducted by the consumer protection association (VZBV). The study, carried out by Forsa commissioned by the VZBV, found that 57 percent of those aged 14 to 25 agree that influencers should not promote unhealthful foods.
Ramona Pop, a director at the VZBV, commented to the NOZ (a reference to the German newspaper), that social media is saturated with advertisements for sugary or high-fat products and questionable dietary recommendations. She stressed that children and teenagers are particularly susceptible to this advertising, arguing that policymakers must better protect young people and outright forbid influencer marketing for unhealthy products.
The survey also revealed that four in ten young respondents admitted to having purchased at least one food item because it was recommended by an influencer. Despite this, 87 percent of the participants claimed they can easily recognize advertising on social media. The VZBV asserts that this finding illustrates that existing mandatory labeling requirements for social media content are insufficient. They argue that influencer marketing is effective precisely because products are integrated into personal stories, daily routines, and seemingly authentic recommendations.
Consequently, the association is calling for a prohibition on influencer advertisements for foods high in sugar, fat, or salt that do not meet the nutritional criteria set by the World Health Organization (WHO) for children. Pop emphasized that those who claim that nutrition is purely a private matter are ignoring how strongly advertising influences behavior. She reiterated that influencers should not promote products that contain excessive sugar, fat, or salt and fail to meet WHO nutritional standards for children, particularly when targeting a predominantly young audience.
The online survey, conducted between October 4th and 12th, polled 547 individuals aged 14 to 25 on behalf of the VZBV.
