**
A recent study reveals alarming findings regarding the exposure of English teenagers to hazardous online advertisements, prompting Dame Rachel de Souza, the Children’s Commissioner for England, to advocate for immediate intervention. The report highlights that young people are inundated with promotions for weight-loss drugs, steroids, and skin-whitening products, all of which pose significant risks to their health and self-esteem.
A Disturbing Trend in Online Advertising
The research, commissioned by the Children’s Commissioner, indicates that adolescents aged 13 to 17 are frequently confronted with ads for dangerous products across social media platforms, video games, and mobile applications. A staggering 41% of the surveyed teenagers have encountered advertisements for prescription-only weight-loss medications, while 27% reported seeing potentially harmful skin-whitening creams. Additionally, 24% of respondents noted exposure to steroids and other muscle-building drugs.
These harmful products often appear in content created by lifestyle influencers and smaller content creators, despite being prohibited for those under 18. Such exposure raises serious concerns about the normalisation of dangerous beauty standards among children, contributing to a fragile sense of self-worth.
The Need for Comprehensive Regulation
Dame Rachel de Souza’s concerns come in the context of ongoing government consultations regarding a potential ban on social media access for those under 16. However, she argues that such a prohibition would not guarantee immediate safety for children online. “Extreme and potentially dangerous appearance-changing products are being normalised to children through advertising and influencer culture, despite many being unsafe, illegal, or strictly age-restricted,” she stated.
De Souza emphasised that any regulatory measures must be informed by children’s perspectives and behaviours online. She called for a well-defined enforcement strategy to prevent children from being driven to more dangerous corners of the internet, urging for “urgent action” to cultivate a safer online environment.
The Adverse Effects on Youth
The report further reveals that over half of the children surveyed had encountered adverts for weight-loss foods and drinks, with many reporting that their self-esteem was negatively affected by these products. Notably, one in five teenagers had purchased or experimented with weight-loss foods, while 8% had tried non-prescription weight-loss pills.
The dangers are not merely hypothetical; some young people reported experiencing adverse effects after using appearance-altering products they found online, including infections from eyelash extensions containing undisclosed chemicals. The findings underscore a troubling correlation between exposure to these products and deteriorating self-image, with more than three-quarters of the 2,000 teenagers surveyed acknowledging the detrimental impact on their self-esteem.
Addressing Inequalities in Exposure
The study also highlights significant ethnic disparities in the exposure to harmful advertisements. Black children were notably more likely to report trying weight-loss products, while both Black and Asian teenagers had higher incidences of seeing advertisements for skin-lightening creams, many of which are illegal in the UK.
In light of these findings, the report advocates for a comprehensive ban on all advertising directed at children on social media, alongside enhancements to Ofcom’s children’s code of practice to explicitly safeguard children from body-related stigma. Additionally, it calls for stricter regulation of online sales for age-restricted products to ensure that children cannot purchase them.
A government representative responded by stating, “The Online Safety Act includes some of the strongest online safety protections in the world. This week, we launched a campaign aimed at assisting parents in helping their children navigate harmful content such as body-shaming and misogyny.” They reaffirmed that the act is part of an ongoing conversation regarding children’s safety online.
Why it Matters
The implications of these findings extend beyond individual health; they reflect a broader societal issue of how the online world interacts with the developing identities of children. As social media continues to play a pivotal role in shaping self-perception, it is imperative that decisive measures are put in place to protect children from harmful influences. By fostering a safer digital environment, we can help to mitigate the adverse effects of online advertising on young people’s self-esteem and mental health, ultimately promoting a healthier, more positive online experience.
