Impact of influencer advertising related to body and diet on the self-perception of Peruvian minors

Abstract

The advertising of body and diet products by social media influencers is causing concern due to its potential impact on the physical and emotional health of minors. Influencer advertising often promotes unhealthy products and unattainable body standards, both of which represent threats to children’s well-being. In addition, minors are generally unable to recognize such advertising and, consequently, cannot develop a critical attitude. This study analyzes the relationship between influencer advertising of body and food products on YouTube, Instagram, and TikTok, and Peruvian minors' self-perception, their satisfaction with their physique, and the perceived social importance of physical appearance. A quantitative method was used, based on a nationally representative survey, applied to 1,020 adolescents aged 11 to 17. The results reveal high exposure to influencer advertising, significant discrepancies between minors’ perceived ideal and their actual figure, and dissatisfaction with but great social relevance of physical appearance. An inverse relationship is observed between exposure on Instagram and TikTok, and perceived ideal figure and actual appearance. Yet, a direct link is observed with respect to social relevance. The study provides empirical knowledge that can contribute to the development of regulations and public policies to protect minors. It could also help to make these issues part of a national conversation and improve digital literacy, a task that cannot be postponed.