"57% of Young People Who 'Buy Even Knowing It's an Ad' Call for Regulation of Influencer Food Advertisements"

It's not just adults saying "Protect the youth"

A favorite influencer takes a bite of a newly released sweet. In another video, drinks for study breaks or snacks as a nighttime reward are introduced.

It's not just products on the screen. The expressions of people you like, their lifestyles, and the fun times they have are conveyed as part of the food's appeal.

Regarding such food advertisements, opinions calling for regulation have been expressed by the youth in Germany themselves.

According to BUSINESS-PANORAMA on October 29, 2026, a survey commissioned by the Federation of German Consumer Organizations (vzbv) found that 57% of those aged 14 to 25 agreed with the opinion that "influencers should not advertise unhealthy foods."

The survey was conducted online by Forsa from October 4 to 12, with 547 respondents. The results were reported by the German newspaper "Neue Osnabrücker Zeitung."

Regulation of social media is often discussed as a topic of "adults restricting the enjoyment of the youth." However, the results this time show that even young users have opinions demanding certain boundaries in how food is marketed.

However, the respondents included both minors and adults. The figure of 57% cannot be directly interpreted as "57% of children" or "opinions of Japanese youth."

87% can recognize ads. Yet, about 40% have purchase experience

What stands out in this survey is the confidence in recognizing ads and the experience of purchasing products being shown side by side.

87% of respondents said they could easily recognize ads on social media. Meanwhile, about 40% reported having purchased at least one food product because it was recommended by an influencer.

It's important to note that these two figures do not necessarily contradict each other.

We understand TV commercials as advertisements and still become interested in products. Similarly, on social media, even when understanding it as an advertisement, the likability of the introducer or the way the product is presented can make us want to buy it.

For example, wanting to try a product that a favorite streamer is drinking. Remembering a snack seen repeatedly when at a store. Buying a featured sweet to discuss with friends. All of these actions can occur even when aware of the advertisement.

Moreover, the figure of 87% is a self-assessment and may not reflect results from measuring ad recognition ability by showing actual posts. The published article does not provide a breakdown of what percentage of those who said they could recognize ads actually purchased products.

Furthermore, the approximately 40% purchase experience pertains to food in general and does not mean everyone bought nutritionally problematic foods.

The survey indicates that the awareness of understanding ads and the behavior of purchasing upon recommendation coexist among the youth.

Issues that "PR" labels can and cannot solve

Ramona Pop, representative of vzbv, calls for stronger protection of youth, stating that social media is flooded with ads for high-sugar and high-fat products and dubious nutritional advice.

The issue highlighted by the organization is that influencer advertising is seamlessly integrated into personal experiences and daily life.

If only the price and features of a product are explained, viewers can easily understand "they want us to buy it." However, when introduced as part of a morning routine, a break after club activities, or a reward for studying hard for exams, the product appears as part of that person's life.

In addition to explaining "this product is excellent," it also reaches the desire to "spend time like this person."

Therefore, it is necessary to consider separately the indication that something is an advertisement and the mechanism to mitigate the influence of advertisements.

Ad labels serve as clues to judge the commercial relationship behind the recommendation. However, simply having a label does not erase the admiration for the product or the familiarity from repeated exposure.

Nonetheless, it cannot be concluded from this awareness survey alone that "ad labels are ineffective." To verify how behavior changes depending on the presence or absence of labels, further examination is needed.

Is the target of regulation the enjoyment of sweets?

The demand introduced in the original article from vzbv is mainly to ban advertisements for foods that do not meet WHO's nutritional standards for children by influencers targeting young viewers. The focus is on high sugar, fat, and salt content.

This is not news that such a ban has already been enacted in Germany. It is a report at the stage where consumer organizations are calling for regulation, and the opinions of young people supporting it have been shown in surveys.

Moreover, the freedom to eat food and how to advertise that food to children and young people are separate issues.

Eating cake on a birthday and marketing large amounts of sweets daily to young viewers involve different points to consider. There is also a need to distinguish between posts introducing favorite foods and advertisements commissioned by companies.

WHO's 2023 guidelines explain that food marketing affects children's food choices, intake, and purchase requests to parents. This is a perspective that does not leave the issue of advertising solely to the judgment of the children themselves.

On the other hand, when designing a system, it is necessary to clarify the criteria for target foods, the age of viewers, and the distinction between advertisements and personal impressions. Simply having an impression of "unhealthy" can lead to rules that are unclear to senders, companies, and users alike.

On social media, the debate is about "family responsibility" and "loopholes in regulation"

Regarding the reactions on social media to this German survey itself, there were not enough posts to determine a broad trend. Therefore, the following introduces public posts related to food advertising regulations. These are not direct reactions to this news nor represent the overall public opinion.

On the English-speaking bulletin board-style social media, Reddit, a discussion was posted in 2023 about whether advertising junk food to children should be made illegal.

Among them were opinions that parents should primarily be responsible for the advertisements and eating habits that children are exposed to. This stance emphasizes managing what to buy and eat at home over restricting advertisements.

Meanwhile, in another thread dealing with the UK's food advertising regulations in January 2026, a user posted a question about why fast food ads still appear in their feed. The responses highlighted the distinction between specific product ads and brand ads.

The former questions how to divide responsibility between the family and society. The latter questions whether the advertising environment visible to users actually changes even if regulations are made.

Simply dividing these posts into "supporters and opponents" would overlook the points of discussion. Even if efforts at home are important, it does not eliminate the responsibility of advertisers. Even if one supports regulation, there may be doubts about its effectiveness if there are many exceptions.

In the UK, from January 5, 2026, a system was implemented to restrict TV ads before 9 PM and all-day paid online ads for unhealthy foods and beverages. The debate has already progressed beyond the necessity of regulation to its scope and operation.

What is different between Japan's stealth marketing regulations and this discussion?

When reading this story in Japan, some might feel, "If it's an ad, just label it as PR."

In Japan, from October 1, 2023, displays that make it difficult for general consumers to determine that something is an advertisement became subject to regulation under the Act against Unjustifiable Premiums and Misleading Representations. Ads commissioned by companies to influencers are also included, and the advertiser is generally the subject of regulation.

The central issue addressed by this system is "even though it's an ad, it appears as if it's a voluntary opinion of a third party."

The current German discussion goes beyond that. Even when it is clear that something is an advertisement, it questions what kind of foods can be advertised to young people and in what form.

While both have overlapping areas, their purposes differ.

When considering this in Japan, it is first important to make commercial relationships clear. Then, consider how to handle the content and frequency of ads that minors frequently encounter. Not confusing these two stages can facilitate the discussion.

For example, when a popular influencer among children introduces food, to what extent should advertisers understand the audience? How should products that repeatedly appear in videos be handled? There are challenges that cannot be answered by ad labels alone.

While nurturing the judgment of youth, also question those delivering advertisements

It is not appropriate to conclude this issue with "young people are easily deceived."

In this survey, many believed they could recognize ads, while more than half also supported regulation. Understanding ads and wanting changes in the advertising environment can coexist.

Of course, advertising regulation alone does not solve dietary issues. There are other conditions for choosing food, such as price, ease of shopping, and time available for cooking. Discussions on reducing ads and improving daily choices need to progress in parallel.

As something that can be done at home, instead of denying a favorite influencer, try discussing "what is being advertised in this post" or "is the reason you want it the taste or the person who introduced it?"

On the side of companies and influencers, rather than thinking their role ends with attaching an ad label, they should consider who the ad reaches and how it makes certain eating habits appealing.

Wanting to try something because someone you like recommends it is natural.

Therefore, not only the viewer's attentiveness but also the responsibility of those turning that feeling into sales is questioned. The German survey poses questions relevant to Japan when considering food advertising in the age of social media.

Sources and References

1. BUSINESS-PANORAMA:
   Details on the survey subjects, implementation period, results of 57%, 87%, and about 40%, and vzbv's regulation demands.
   https://business-panorama.de/news.php?newsid=6716213

2. Neue Osnabrücker Zeitung/Presseportal: Announcement from the newspaper reporting the survey.
   Materials confirming the responses of young people and statements from the consumer organization representative.Presseportal
   https://www.presseportal.de/pm/58964/6379875

3. WHO: Guidelines to protect children from the harmful effects of food marketing.
   Reference source explaining how food advertising affects children's food choices, intake, and purchase requests to parents.who.int
   https://www.who.int/publications/i/item/9789240075412

4. UK Government: Announcement of food advertising regulations implemented on January 5, 2026.
   Confirmation of regulations on TV ads and paid online ads for target foods.GOV.UK
   https://www.gov.uk/government/news/landmark-junk-food-ad-ban-to-protect-kids-health

5. Consumer Affairs Agency: Explanation of stealth marketing regulations.
   Implementation date of Japan's system, the displays subject to regulation, and the position of advertisers.Consumer Affairs Agency
   https://www.caa.go.jp/policies/policy/representation/fair_labeling/stealth_marketing/

6. Reddit: Discussion on banning food ads for children.
   Summary of opinions emphasizing parental responsibility from publicly available posts found through searches related to the 2023 discussion. Not a direct reaction to the German survey.reddit.com
   https://www.reddit.com/r/changemyview/comments/11yksm0/

7. Reddit: Discussion on the implementation of UK food advertising regulations.
   January 2026 post. Reference to questions about continued ad display and responses regarding the difference between product ads and brand ads.reddit.com
   https://www.reddit.com/r/UpliftingNews/comments/1q6c08k/junk_food_tv_and_online_advert_ban_comes_into/