If You Can T Beat It–Use It Why And How Clinicians Need To Consider Social Media In The Treatment Of Adolescents With Obesity

This editorial examines how social media has become a powerful tool for food companies to market unhealthy products to teenagers, and why this matters for treating adolescent obesity. While childhood obesity rates have plateaued in some countries, they remain dangerously high, and obese children are much more likely to become obese adults. The concern is that much of today's food marketing has shifted from traditional TV ads to social media platforms, where over 70% of teens aged 13-17 spend time daily.

The research reveals that food companies use sophisticated social media marketing techniques specifically targeting adolescents. Studies show that nearly half of food-related images shared by Scandinavian teens on Instagram contained brand references, mostly featuring high-calorie, low-nutrient foods presented in positive ways. What makes this particularly concerning is that seeing food images triggers brain responses that prepare the body for eating and increase desire for food. Research has shown that how strongly a teen's brain reacts to visual food cues can actually predict future weight gain and snacking behavior.

Unlike traditional advertising, social media marketing is more personalized and appears across multiple platforms simultaneously, making it potentially more influential than TV commercials. Many teens sharing these food images may not even realize they're participating in marketing campaigns, or they may simply agree with the promotional messages.

This research highlights why healthcare providers treating adolescent obesity need to understand and address social media's role in their patients' eating behaviors. Rather than focusing only on traditional dietary counseling, effective treatment may need to include discussions about social media exposure and developing critical thinking skills about online food marketing.