Young people tell Instagram influencers to stop promoting junk food which puts children’s health ‘at risk’ ‘Junk food is being given a starring role in our minds by people like you, and our health is at risk as a result’

Young people have written an open letter to social media influencers urging them to stop promoting fast food on platforms like Instagram because it is endangering children’s health.

The letter – exclusively shared with i – is from a new youth-led anti-childhood obesity campaign called Bite Back 2030.

It says: “Junk food is being given a starring role in our minds by people like you, and our health is at risk as a result.

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“We want you to pledge to stop posting ads for fast food online.

‘Paid to promote a lie’

“It’s not right that you’re paid to promote a lie when you have the power to tell the truth.

“We are asking you to use your influence to have a positive impact on thousands of young people; to use your stories to put healthy eating in the spotlight.”

Bite Back 2030 say that the influencer marketing sector is worth as much $10bn, with food being the second most active industry in the field.

But with 3.3 million UK children already obese or overweight by the age of 11, much of the food promoted by influencers to young people is unhealthy, the campaign argues.

Gigi Hadid

According to one study, children who saw popular vloggers with sugary and fatty snacks went on to eat 26 per cent more calories than those who did not.

Influencers who have promoted fast food include the model Gigi Hadid, who attracted criticism this year after she posted an Instagram post sponsored by McDonalds.

One influencer who is backing the Bite Back 2030 campaign is Dr Alex George, who shot to fame on ITV’s Love Island in 2018 and has since appeared as a TV doctor on Good Morning Britain.

Dr George, who has 1.3 million followers on Instagram, told i that unhealthy food advertising is “all over” influencers’ social media profiles.

‘Message is wrong’

“Everyday you see someone or other advertising a junk food product or drink,” he said.

“If you see these people on Instagram with six packs, and they’re advertising junk food, they’re clearly not eating that all the time.

“It gives this message that ‘you can eat this and it’s healthy’… that kind of message is wrong.”

He said that he had been contacted by fast food companies who wanted him to promote their products. “The food marketing industry is huge. Anyone with any substantial following will definitely be approached.”

Make a stand’

In a social experiment for Bite Back 2030, eight young people were subjected to fast food advertising without being informed of it – including via Dr George’s Instagram feed – and then presented with a menu in a restaurant. They all opted for the same “triple dipped chicken” which was advertised.

Dr George said he was “genuinely shocked at how persuasive it actually was”.

“Influencers are not doing it because they want to cause harm, they don’t necessarily realise the actual impact they can have.”

He added: “What we’re saying is that everyone needs to stick together, make a stand and say, ‘we’re not taking money to promote these products anymore’”.

Christina Adane, chair of the Bite Back youth board, said: “I think we are exploited all the time and we don’t even know it. We’re an easy target.

“We want everyone who has influence to use it for good, and to start shining a light on the healthy stuff instead of junk.”