The Children’s Commissioner for England, Dame Rachel de Souza, has called for immediate action to stop advertising on social media directed at children. A new report reveals that children are being “routinely bombarded” with ads promoting products designed to alter their bodies and appearances. The findings highlight significant concerns regarding the psychological impact of such advertising on young people’s self-esteem.
According to the report, titled A Healthy Influence? Children’s Exposure to Appearance-Changing Products Online, over three quarters of children, specifically 78%, reported that these advertisements have a negative effect on their self-image. Alarmingly, 41% of 13 to 17-year-olds have encountered ads for prescription-only weight loss drugs, despite regulations prohibiting such promotions to the public.
The report indicates that more than half of children, or 54%, have seen advertisements for exercise and diet plans. Additionally, 52% reported exposure to ads for food and drink products promising weight loss benefits. The data reveals troubling disparities as well; 46% of black children and 35% of Asian children have encountered ads for skin lightening products. This is a stark contrast to the 24% of white children who reported similar exposure. Many of these products, often illegal in the UK, contain harmful substances.
Dame Rachel’s report further highlights that 66% of children have seen ads for teeth whitening products, while more than half of girls, specifically 56%, have encountered promotions for cosmetic procedures such as fillers and Botox, both of which are prohibited for individuals under the age of 18. Shockingly, 8% of children admitted to purchasing or trying non-prescription pills marketed for weight loss, despite age restrictions, and 21% have experimented with food or drink products marketed for weight loss.
The research also notes that black children were more likely to engage with these products, including exercise and diet plans, compared to their white peers. Some children reported adverse reactions after using appearance-altering products, such as infections resulting from eyelash products containing undisclosed chemicals.
These findings build on a previous survey conducted by OnePoll in December 2024, which revealed that only 40% of girls and 60% of boys were satisfied with their appearance. In light of these alarming statistics, Dame Rachel is advocating for an end to all advertising aimed at children on social media platforms. She proposes amendments to the Online Safety Act, updates to Ofcom’s Children’s Code of Practice to explicitly safeguard against body stigma content, and enhanced regulation of online sales for age-restricted products.
Dame Rachel stated, “Childhood is a short and precious time, but it is undeniable that children today are facing pressures like never before, with too many children growing up in an online world that takes advantage of their insecurities and tells them they are not good enough as they are.” She emphasized the normalization of dangerous and potentially harmful appearance-changing products through advertising and influencer culture, pointing out that many of these items are unsafe or illegal.
She continued, “The Government should consider every mechanism available to protect children from harmful content and services, including restricting children’s access to some social media platforms. However, a social media ban for under-16s can only be one part of the solution. It is not an immediate guarantee that children will be safer online.”
Dame Rachel called for a comprehensive plan that reflects children’s perspectives and behaviors online, ensuring enforcement does not drive them to more harmful areas of the internet. “Urgent action is needed to create an online world that is truly safer by design. We cannot continue to accept an online world that profits from children’s insecurities and constantly tells them they need to change or must be better.”
The recommendations made in this report aim to address the pressing issue of children’s exposure to harmful advertising and create a safer online environment.
