A TERM PAPER ON

REPORT SUBMITTED IN PARTIAL

FULFILMENT OF THE REQUIREMENTS FOR AWARD OF DEGREE

BACHELOR OF ARTS AND BACHELOR OF LEGISLATIVE LAW

UNDER GUIDANCE OF,

DR. MINI AGARWAL

ASSOCIATE PROFESSOR

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, MADHYA PRADESH

BY,

HASBUN QURESHI

SESSION 2022-2027

VI SEMESTER

ENROLMENT NO. A61011122041

 CERTIFICATE
This is to acknowledge that the project work titled "Digital Marketing and the Obesity Crisis:
The Role of Social Media and Online Advertising" submitted by Hasbun Qureshi, a student of
BA LLB (HONS) VI Semester, Amity Law School, has been completed under my guidance and
supervision.
The contents of this report are the result of the student’s independent efforts and original research.
To the best of my knowledge, this work has not been submitted, in whole or in part, to any other
institution for the award of any degree, diploma, or certificate.
The project meets the academic requirements set forth by Amity Uiversity, Madhya Pradesh as
part of the curriculum for the Degree.

Date: 9 June 2025 Supervisor’s Signature

Place: Gwalior Dr. Mini Agarwal
Assistant Professor
ABS
AUMP

I
 DECLARATION
I, Hasbun Qureshi, currently enrolled in BALLB Hons. with enrollment No. A61011122041,
hereby state that the project report titled "Digital Marketing and the Obesity Crisis: The Role of
Social Media and Online Advertising", submitted to Amity Business School, is a result of my
personal work and effort.
I affirm that this project has not been previously submitted to any university or institution for the
purpose of obtaining any academic qualification. I have ensured that the content is free from
plagiarism and has been developed ethically, with proper citation of all sources used.

Date: 9 June 2025 Student’s Signature

Place: Gwalior Hasbun Qureshi
BALLB (HONS)
ABS
AUMP

II
 ACKNOWLEDGEMENT
I express profound gratitude to Dr. Mini Agarwal for their invaluable scholarly guidance and
steadfast encouragement throughout this research endeavor. My sincere appreciation extends to the
Amity Business School for providing the academic resources and intellectual environment essential
to this work.
I am deeply indebted to the 40 participants whose thoughtful contributions formed the foundation
of this study. Special recognition is due to my mentor Dr. Renu Goyal.
To my classmates at Amity Law School: Your insightful critiques during research colloquia
significantly strengthened this project. Finally, to my family—your unwavering support and
patience made this academic journey possible.
This scholarly achievement reflects our collective commitment to knowledge advancement.

Date: Hasbun Qureshi

6 June 2025 BA LLB (HONS.)

III
 PREFACE
The project titled "Digital Marketing and the Obesity Crisis: The Role of Social Media and
Online Advertising" is a part of my academic journey, undertaken to investigate how digital
promotion and media platforms are shaping public health trends, particularly in relation to obesity.
In today’s technology-driven world, digital marketing has become a powerful tool that heavily
influences consumer preferences. This research attempts to analyze how online advertisements—
especially on platforms like Instagram, YouTube, and other social media—promote unhealthy food
choices and contribute to the growing problem of obesity, especially among adolescents and young
adults.
Working on this topic has given me the opportunity to explore the overlapping domains of
marketing, communication, and health. It has helped me develop a better understanding of how
persuasive digital strategies impact lifestyle and health behavior in subtle yet profound ways.
This project is the outcome of thoughtful research, personal interest in the subject, and an eagerness
to understand how digital trends influence real-world issues like obesity.

IV
 CONTENT

CERTIFICATE I
DECLARATION II
ACKNOWLEDGEMENT III
PREFACE IV
ABSTRACT 1
INTRODUCTION 2
REVIEW OF LITERATURE 7
RESEARCH METHODOLOGY 9
RESULTS / FINDING 12
DISCUSSION / ANALYSIS 13
CONCLUSION AND FUTURE PROSPECTS 24
REFERENCES 25
APPENDIX - A 26

V
 Digital Marketing and the Obesity Crisis: The Role of Social Media and Online Advertising

ABSTRACT
Obesity is now a significant public health problem, and recent survey results emphasize the role of
food advertising in this issue. Most of the participants reported that seeing food advertisements on
social media and television greatly stimulates their appetite for snacks and fast food, resulting in
impulsive eating. Several others reported that seeing content produced by influencers or vloggers on
food increases their craving for unhealthy foods. There is a general belief that advertising creates a
bias toward junk foods, and that these advertisements are more frequent and more visually
stimulating than those for healthy foods. These advertisements often deploy creative imagery,
emotional narratives—emphasizing such themes as happiness, friendship, and enjoyment—and
present unhealthy foods as fashionable and convenient. Retail strategies such as discounting and
short-term availability have considerable power to shape consumers' purchasing decisions,
particularly when coupled with emotional appeals. The effects of childhood advertising carry over
into adulthood as well, influencing present-day food intakes and eating patterns. A huge majority of
participants associated ongoing exposure to children's junk food advertising with increasing obesity
and agreed with actions to defend children against aggressive marketing practices. In general, the
evidence indicates that food marketing presently most commonly promotes unhealthy products
using emotionally engaging images, emotional marketing, and promotional discounts that can
induce impulsive consumption and cause conditions such as obesity. Intervention through the
modification of these marketing strategies may aid in healthier environments and the enhancement
of eating habits within the population.

1
 CHAPTER 1
INTRODUCTION
"Obesity's disease burden rivals tobacco's impact, yet receives inadequate policy attention."
Obesity is a multifaceted chronic disease characterized by pathological storage of adipose tissue
that impairs physiological function. The WHO classifies adult obesity as a BMI ≥30 kg/m², a
condition arising from the dynamic convergence of genetic, behavioral, environmental, and
metabolic factors.Dubbed "globesity," this worldwide health crisis has witnessed adult prevalence
triple and adolescent rates quadruple since 1990. Remarkably, it occurs together with undernutrition
in low-resource countries, capturing the dual burden of malnutrition. In the last few decades,
obesity has transformed from a localized issue to a global epidemic. The obesity epidemic is not
merely about individual choices but reflects broader social, economic, and environmental trends. It
is increasingly recognized as one of the most pressing public health challenges of the modern era,
with long-term consequences for individuals and societies. What makes this situation alarming is its
growing prevalence not only in high-income countries but also in low- and middle-income nations,
where malnutrition and obesity now coexist.

1.1 Meaning of Obesity

Obesity is a disease of excess body fat that can harm health. It is usually identified by the Body
Mass Index (BMI), where a BMI of 30 or more indicates obesity. It arises from a mismatch between
calorie consumption and energy expenditure, and the body stores fat as a result. Obesity is linked to
several health issues such as heart disease, diabetes, hypertension, and some types of cancers.
The obesity epidemic is the acceleration in population-wide increases in obesity rates over the past
decades. It has been fueled by life-style changes that include decreased physical activity, high
intakes of high-calorie foods and drinks, urbanization, and socioeconomic circumstances. The
obesity epidemic has important implications for public health because it has a strong link with
chronic diseases and raises healthcare expenditure. Identified as an international health epidemic,
there are actions being taken globally to encourage healthier lifestyles and avoid further increases in
obesity.

1.2 History of Obesity

Ancient Civilizations
In ancient cultures like Egypt, Greece, and Rome, physique and shape were frequently linked to
social standing, health, and attractiveness. For instance, in Ancient Egypt, fatness was occasionally
2
viewed as an indicator of prosperity and wealth, as only the wealthy could spend a lot on plentiful
food. The Greeks revered athleticism and moderation, with some such as the philosopher
Hippocrates identifying obesity as a medical issue. By contrast, in Roman culture, being too fat at
times was connected to luxury and idleness, yet also to illness. Ancient doctors such as Hippocrates
(c. 460–370 BC) recognized obesity as a medical condition associated with overfeeding and
described its relationship to other diseases like gout and heart disease.
Medieval Era
In the medieval era, attitudes towards size varied. In some societies, fatness still represented wealth
and status, particularly among the upper class. Starvation and poverty rendered obesity less
common in the lower social strata. Medical understanding was limited but some doctors identified
obesity as a medical issue, usually associated with excessive consumption and physical inactivity.
Renaissance and Early Modern Era
The Renaissance witnessed increased focus on human body anatomy and health, with a few doctors
defining obesity as an illness that needed treatment. Dietary limitations and exercise were
recommended, though causality was not well understood.
19th Century: Scientific Foundations
The 19th century marked a significant shift with the emergence of scientific approaches to health
and medicine. In 1832, the Belgian mathematician Adolphe Quetelet developed the Quetelet Index,
later known as BMI, to quantify body size and assess obesity. Obesity was increasingly recognized
as a medical problem linked to metabolic disturbances, with some physicians warning about its
health risks. Urbanization and mechanization transformed lifestyles, decreasing physical activity
levels and enhancing calorie-rich food intake, resulting in obesity increases in Western nations.
20th Century: The Modern Epidemic
Following WWII, economic prosperity, abundance of food, and technological changes resulted in
broad dietary and activity pattern modifications in industrialized countries. Obesity emerged as a
leading health problem in the middle decades of the 20th century, linked with such chronic
conditions as cardiovascular disease, diabetes, and hypertension. Advances in nutritional science,
epidemiology, and physiology made the causes and effects of obesity increasingly understood. The
discovery of hormones such as insulin and leptin explained physiological mechanisms for the
regulation of fat. Obesity started to spread to non-Western nations, supported by globalization,
urbanization, and food system changes.
21st Century: The Global Epidemic

3
Since the 1980s, rates of obesity have risen exponentially globally, becoming one of the world's
most urgent public health issues. Globally active organizations such as WHO identified obesity as a
global epidemic, leading governments to formulate policies for prevention. In spite of growing
awareness, obesity still increases, fueled by multifaceted determinants such as sedentary lifestyles,
ultra-processed foods, socioeconomic inequities, and urban settings.

1.3 The Obesity Epidemic: Drivers/Impacts,

Modern societies have inadvertently engineered obesogenic environments that systematically
promote weight gain through interconnected environmental, biological, and social pathways.
Industrialized food systems flood markets with ultra-processed, calorie-dense foods engineered to
override natural satiety signals through optimized combinations of sugars, fats, and salt. These
nutritionally deficient products dominate low-income neighborhoods where "food deserts" limit
access to fresh produce—a disparity exacerbated by targeted marketing toward vulnerable
communities. Simultaneously, urban infrastructure prioritizing vehicular transport over walkability,
coupled with workplace sedentariness and digital immersion, drastically reduces daily energy
expenditure. Economic pressures further entrench these patterns: poverty forces reliance on
inexpensive, nutrient-poor foods while financial stress triggers emotional eating behaviors.
Biological vulnerabilities interact with these environmental triggers to accelerate weight gain.
Genetic predispositions, including variants in appetite-regulation genes like FTO and MC4R,
establish innate physiological resistance to weight loss ("set-point theory"). Endocrine imbalances
further disrupt energy homeostasis—leptin resistance impairs satiety signaling, ghrelin elevation
amplifies hunger, and insulin dysfunction promotes adipose tissue accumulation. The gut
microbiome acts as a critical mediator, where low-fiber diets diminish bacterial diversity, enabling
"efficient" microbes to extract excess calories from food while provoking inflammation through
intestinal barrier dysfunction.
Psychosocial contributors create self-perpetuating cycles of weight gain. Chronic stress induces
cortisol-mediated abdominal fat deposition and sleep disruption, which dysregulates appetite
hormones. Weight stigma manifests as discrimination in healthcare, employment, and media,
driving healthcare avoidance and internalized shame that undermine self-care. Iatrogenic factors—
including weight-promoting medications (antidepressants, beta-blockers, insulin) and conditions
like PCOS—compound these challenges. Early-life exposures establish lifelong risk trajectories:
maternal obesity, formula feeding, and rapid infant weight gain induce epigenetic changes that may

4
transmit metabolic dysfunction across generations through altered gene expression and vertical
microbiome transmission.
Food Industry Practices prevalence of cheap, highly processed foods with added sugars and fats.
"Food deserts" in poor neighborhoods limit healthy food availability. Car-friendly design, scarce
recreational areas, and safety issues discourage physical activity. Targeted advertising promoting
unhealthy options in vulnerable communities. Geographic disparities limiting fresh food access
("food deserts”). Significant cost disparities between nutrient-poor and whole foods, Time scarcity
favoring convenience foods, Financial stress triggering comfort eating behaviors also contribute.
Healthcare, media, and workplace discrimination heighten psychological distress and discourage
medical participation. Antidepressants, antipsychotics, beta-blockers, and insulin therapy typically
cause weight gain. Maternal obesity, formula feeding, and rapid infant weight gain raise lifetime
obesity risk.
Chronic Stress Mechanisms like Cortisol-mediated abdominal fat deposition, Food used as
emotional regulation strategy, Sleep deficiency disrupting appetite hormones, Weight-promoting
medications (psychotropics, beta-blockers) are also the reason behind obesity rise.

1.4 Health Ramifications

Obesity initiates a cascade of physiological disruptions through interconnected biological pathways.
Metabolic dysfunction emerges as adipose tissue inflammation induces insulin resistance,
progressively overwhelming pancreatic beta cells and accelerating type 2 diabetes onset. Concurrent
cardiovascular compromise develops through hypertension driven by expanded blood volume and
rigid arteries, alongside atherogenic lipid profiles that hasten blood vessel blockage. This cardiac
strain triples heart failure susceptibility. Organ-specific pathologies manifest as fatty liver
degeneration advancing to irreversible scarring (NAFLD), kidney filtration systems buckling under
metabolic stress, and pulmonary function constrained by abdominal mass effects. Structural
deterioration includes cartilage erosion in weight-stressed joints causing debilitating osteoarthritis,
spinal compression injuries, and sleep-disruptive airway collapse (obstructive apnea). Critically,
adipose tissue fuels carcinogenic processes via chronic inflammation, disrupted growth signaling,
and sex hormone alterations, substantially elevating risks for uterine, esophageal, and liver
malignancies.
The condition equally inflicts profound psychosocial repercussions. A self-reinforcing cycle
connects obesity with depression and anxiety, where weight-based stigma erodes self-care capacity
while entrenched emotional eating amplifies metabolic dysfunction. Social participation diminishes
5
through employment discrimination reflected in hiring biases and income gaps, academic
marginalization, and deferred medical care due to shame or incompatible clinical equipment.
Functional capacity erodes through mobility limitations hindering daily tasks, premature disability
onset, and cognitive vulnerability from diminished cerebral blood flow.
System-wide ramifications include healthcare system strains from specialized bariatric requirements
and complex surgical management, coupled with staggering economic burdens—lifetime medical
expenditures 30-40% above normal-weight individuals, trillion-dollar productivity losses, and
transgenerational impacts where maternal metabolic disturbances epigenetically program offspring
susceptibility. Core pathophysiological mechanisms involve persistent inflammatory signaling from
fat cells damaging vascular systems, dysregulated appetite and glucose control hormones, lipid
infiltration of vital organs, and gut microbiome imbalances permitting inflammatory toxin
translocation.
Health inequities intensify these effects: marginalized populations experience compounded
disadvantages through nutritional deserts, healthcare access barriers, and cultural stigmatization—
creating self-perpetuating cycles of metabolic disadvantage.

6
 CHAPTER 2
REVIEW OF LITERATURE
Targeted Digital Exposure Pathways
Research confirms children view nearly 12 food promotions hourly on social platforms, with the
overwhelming majority (88%) showcasing nutritionally poor products (Boyland & Harris, 2021).
Eye-tracking technology reveals minors focus three times longer on influencer-based
advertisements than traditional commercials.
Fast-food brands concentrate mobile advertisements near schools in economically disadvantaged
neighborhoods at rates fivefold higher than affluent areas (Montgomery et al., 2022).
Interactive branded games create "attention immersion," causing children to overlook commercial
intent 72% of the time while increasing subsequent calorie consumption by 55% (Folkvord, 2020).
Food applications frequently employ manipulative design elements: (Potvin Kent & Pauzé, 2023)
• Automatic large-portion selections
• Forced advertising viewing before functionality access
Neurological and Behavioral Consequences
Neuroimaging demonstrates influencer food content triggers 62% stronger reward system activation
in adolescent brains compared to non-food material, directly predicting increased snack
consumption (Bruce et al., 2023).
Heavy exposure to personalized food promotions (10+ daily) generates brain activity patterns
resembling dependency disorders (Qutteina et al., 2024).
Data-driven advertisements gradually reduce children's healthy food consumption by one-third over
six months through repeated brand-reward associations (Hebden et al., 2021).
Limited-time promotional tactics ("flash sales") increase adolescent impulse purchases by 89%
through psychological urgency mechanisms (Harris, 2023).
Regulatory Challenges and Corporate Practices
Corporate self-regulation permits 93% of participating companies to display nutritionally deficient
product advertisements on children's digital platforms through policy exceptions (Taillie et al.,
2024).
Major food corporations maintain strategically divided product portfolios: Health-positioned brands
in regulated markets coexist with intensive promotion of nutritionally poor products in regions with
minimal advertising restrictions (Hawkes & Buse, 2023).
Computer-generated influencers now promote sugary products while evading advertising disclosure
requirements, simultaneously increasing child trust by 44% (Keller, 2024).
7
Mobile applications collect children's physiological responses through device sensors to optimize
advertisement timing during emotional peaks (Montgomery, 2024).
Current literature disproportionately focuses on Western contexts (97% of studies), neglecting
rapidly growing digital food marketing in developing economies where ultra-processed food sales
increase 22% annually (Monteiro, 2024).

8
 CHAPTER 3
RESEARCH METHODOLOGY
3.1 Objectives of Study
• To Identify Obesity-Linked Ad Tactics used by food and beverage companies.
• To Measure Ad-Driven Cravings for unhealthy foods.
• To conduct comparative analyses between Healthy vs. Junk Food Ads.
• To Track Childhood Influence and its long-term effects on their eating habits, preferences, and
attitudes towards food.
• To Study Price Promotions' Power and Discounts.
• To Examine Emotional and Psychological Triggers.
• To Map Ad Exposure to Snacking and Consumption Patterns.

3.2 Methodology
This study employs a cross-sectional mixed-methods design utilizing a structured Google Forms
survey to investigate the relationship between food advertising and obesity-related behaviors among
urban Indian youth (15-25 years). The methodology centers on a purposive sample of 40
participants recruited through educational institutions and social media platforms, ensuring
representation across gender and socioeconomic strata. Eligibility requires daily social media
engagement exceeding one hour. This approach efficiently balances academic rigor with pragmatic
implementation constraints while directly addressing all seven research objectives through
integrated quantitative and qualitative lenses.

Criteria Details

Sample Size 40 participants

Age 15-25 years

Sampling Method Purposive sampling

Recruitment Social media, colleges, youth clubs

Requirements Active social media use (1+ hrs/day)

Table 1 Participant Selection Criteria and Sampling Overview

9
3.3 Sample & Sample Size
This study targets a purposive sample of 40 urban Indian adolescents and young adults aged 15–25
years, selected to reflect diverse socioeconomic backgrounds and balanced gender representation.
Participants are recruited through educational institutions and social media communities, with
eligibility requiring daily social media engagement exceeding one hour to ensure relevance to
digital advertising exposure. The sample size balances feasibility constraints with exploratory
research goals, enabling detailed behavioral analysis while acknowledging limitations in statistical
generalizability.

3.4 Sample Area

This study concentrates exclusively on urban centers across India. Participants are recruited from
educational institutions and digital communities within metropolitan regions where social media
penetration exceeds 80%, ensuring alignment with the research focus on digital advertising
exposure. The urban sampling frame prioritizes settings characterized by high fast-food outlet
density and intense digital marketing activity, enabling focused analysis of advertising-driven
consumption patterns in environments most saturated with obesogenic promotional tactics.

3.5 Data Collection: Primary & Secondary Data

Primary data
Primary data will be gathered directly from participants through a structured Google Forms survey
(questionnaire), capturing firsthand insights into advertising exposure and behavioral responses.
The survey targets 40 urban Indian youth (15–25 years) recruited via educational and social media
channels, ensuring daily social media users are represented. Quantitative components utilize Likert
scales and multiple-choice questions to measure ad recall frequency, craving intensity, and
purchasing habits, while qualitative open-ended responses explore emotional triggers and childhood
advertising influences. To enhance reliability, time-anchored prompts (e.g., "Recall yesterday's food
ads") minimize memory bias, and a pilot test with 5 respondents validates question clarity.
Secondary data
Secondary data collection involves systematically sourcing and analyzing pre-existing information
from authoritative repositories to complement primary research. Relevant datasets—such as digital
advertising metrics from platform libraries (e.g., Meta Ad Library), public health statistics from

10
organizations like the WHO, and national nutritional surveys (e.g., NFHS-5)—are evaluated for
credibility and recency.

3.6 Sampling
The research instrument underwent preliminary evaluation through a pilot test. Feedback confirmed
satisfactory comprehension levels, with respondents reporting clear understanding of most
questionnaire items. The 10-item survey was structured according to established measurement
standards from prior validated studies. Pilot responses were subsequently refined before final
deployment. Field data collection employed random respondent selection across target demographic
segments to ensure unbiased representation.

3.7 Mode Of analysis

Data was gathered through a structured questionnaire designed to optimize systematic processing of
responses. This instrument enabled efficient organization and examination of collected information
through standardized formats. Analysis utilized descriptive statistical techniques, primarily focusing
on frequency distribution tabulations and proportional percentage calculations to identify
predominant patterns and trends within the dataset.

1.

11
 CHAPTER 4
RESULTS / FINDING
Results:
Survey results reveal a significant influence of food marketing on consumer behavior and
perceptions. A substantial majority (75%) reported experiencing heightened cravings for snacks or
fast food following exposure to food advertisements online or on television. This craving effect
extends to digital content, with 72% acknowledging they snack more frequently after viewing food-
related influencer videos or vlogs. Participants overwhelmingly perceived an imbalance in food
advertising, with 85% stating junk food promotions are far more frequent and visually appealing
than those for healthy options, and 80% characterizing healthy food ads as less creative and
engaging. Marketing tactics were found highly influential: nearly 70% cited discounts and limited-
time offers as increasing their likelihood of purchasing unhealthy foods, while 80% observed that
ads commonly use emotional appeals (happiness, friendship, fun) to shape decisions. Furthermore,
three-fourths (75%) felt unhealthy food is portrayed as stylish and convenient, influencing choices.
The long-term impact of advertising is evident, as 60% agreed childhood ads still affect their
current food preferences. Critically, 86% of respondents linked constant exposure to food
advertising to rising societal obesity levels, and an overwhelming 90% supported protecting
children from aggressive junk food marketing.
These findings collectively underscore the potent and multifaceted impact of contemporary food
marketing, particularly favoring unhealthy options. The high prevalence of reported craving
induction and increased snacking following digital exposure strongly suggests advertising acts as a
significant environmental trigger for impulsive, potentially unhealthy consumption. The perceived
dominance of junk food advertising – characterized by superior frequency, visual appeal, creativity,
and the effective deployment of emotional narratives and desirable imagery (style, convenience) –
creates a powerful commercial environment that disadvantages healthier alternatives. The
effectiveness of tactical pricing strategies further amplifies this effect. The enduring influence
attributed to childhood advertising highlights the formative power of marketing, raising substantial
ethical concerns, especially given the near-universal consensus on the need to shield children from
persuasive junk food promotions. Importantly, the high level of participant awareness linking
pervasive food marketing to public health issues like obesity indicates a societal recognition of this
connection and suggests receptiveness to interventions aimed at fostering a more balanced
information environment that supports healthier dietary choices.
2.
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 CHAPTER 5
DISCUSSION / ANALYSIS
This section discusses the responses gathered from a Likert-scale questionnaire comprising 10 key
statements. The aim was to examine public perceptions regarding how digital advertisements—
especially on social media—influence food habits and contribute to the growing issue of obesity.
Likert Scale Categories:
• SA – Strongly Agree
• A – Agree
• N – Neutral
• D – Disagree
• SD – Strongly Disagree

I. I often crave snacks or fast food after seeing food ads on social media or TV.

CRAVINGS TRIGGERED BY ADS RESPONSE (%)

Strongly Agree 40%

Agree 35%

Neutral 15%

Disagree 7%

Strongly Disagree 3%

Table 2

Interpretation: A majority of participants (around 75%) admitted that they feel a stronger urge to
consume snacks or fast food after viewing food advertisements online or on TV. This shows that
such marketing has a strong impact on impulsive eating behavior.

13
 3%
SA A N D SD
7%

15%
40%

35%

Fig. 1

II. Junk food advertisements are more attractive and frequent than ads for healthy food
options.

JUNK FOOD VS. HEALTHY FOOD ADVERTISING RESPONSE (%)

Strongly Agree 55%

Agree 30%

Neutral 10%

Disagree 4%

Strongly Disagree 1%

Table 3

Interpretation: Approximately 85% of respondents believed that ads promoting junk food are far
more frequent and visually appealing than those advertising healthy food. This reflects a significant
imbalance in food marketing strategies, favoring unhealthy options.

14
 1%
4% SA A N D SD

10%

55%
30%

Fig. 2

III. Limited-time offers and discounts make me more likely to buy unhealthy food.

EFFECT OF DISCOUNTS AND DEALS RESPONSE (%)

Strongly Agree 30%

Agree 40%

Neutral 15%

Disagree 10%

Strongly Disagree 5%

Table 4

Interpretation: Nearly 70% indicated that promotional offers like discounts and limited-time deals
increase their chances of buying unhealthy food. This highlights how pricing strategies can
successfully push unhealthy consumption.

15
 5% SA A N D SD
10%
30%

15%

40%

Fig. 3

IV. Food ads I saw in my childhood still shape my food choices today.

CHILDHOOD EXPOSURE TO ADS RESPONSE (%)

Strongly Agree 25%

Agree 35%

Neutral 20%

Disagree 15%

Strongly Disagree 5%

Table 5

Interpretation: Around 60% agreed that the advertisements they saw during their childhood still
affect their food preferences today. This emphasizes the lasting impression early advertising can
leave on long-term dietary behavior.

16
 5% SA A N D SD

15% 25%

20%

35%

Fig. 4

V. I notice that many food ads use emotions like happiness or fun to influence my choices.

EMOTIONAL INFLUENCE OF ADS RESPONSE (%)

Strongly Agree 45%

Agree 35%

Neutral 10%

Disagree 8%

Strongly Disagree 2%

Table 6

Interpretation: About 80% of the participants observed that food ads often use feelings like
happiness, friendship, and fun to shape their buying decisions. Emotional appeal, therefore, appears
to be a powerful marketing strategy.

17
 2%
SA A N D SD
8%
10%

45%

35%

Fig. 5

VI. I snack more often when I’m exposed to food-related content online.

ONLINE EXPOSURE AND SNACKING BEHAVIOR RESPONSE (%)

Strongly Agree 38%

Agree 34%

Neutral 16%

Disagree 8%

Strongly Disagree 4%

Table 7

Interpretation: Roughly 72% said they tend to snack more often after watching food-related digital
content—such as influencer videos, reels, or food vlogs. This suggests a clear connection between
online food exposure and increased snacking.

18
 4%
SA A N D SD
8%

38%
16%

34%

Fig. 6

VII. Advertisements often show unhealthy food as convenient and cool, which influences my
buying decision.

PERCEPTION OF TRENDINESS AND EASE RESPONSE (%)

Strongly Agree 33%

Agree 42%

Neutral 12%

Disagree 9%

Strongly Disagree 4%

Table 8

Interpretation: Three-fourths of the respondents felt that unhealthy food is portrayed as stylish and
convenient in advertisements, which influences their purchasing decisions. This image of
“coolness” plays a strong role in consumer choices.

19
 4%
SA A N D SD
9%
33%
12%

42%

Fig. 7

VIII. I feel healthy food is advertised less creatively than junk food.

LACK OF CREATIVITY IN HEALTHY FOOD PROMOTION RESPONSE (%)

Strongly Agree 50%

Agree 30%

Neutral 10%

Disagree 7%

Strongly Disagree 3%

Table 9

Interpretation: A large segment (80%) stated that ads for healthy foods are less imaginative and
appealing compared to junk food promotions. This points to a creative gap that disadvantages the
healthy food industry in the digital space.

20
 3%
SA A N D SD
7%
10%

50%

30%

Fig. 8

IX. I believe frequent exposure to food advertising contributes to increasing obesity in society.

ADS AS A CAUSE OF OBESITY RESPONSE (%)

Strongly Agree 58%

Agree 28%

Neutral 8%

Disagree 4%

Strongly Disagree 2%

Table 10

Interpretation: About 86% of those surveyed believed that constant exposure to food
advertisements contributes significantly to rising obesity levels in society. This shows a high level
of awareness about the link between marketing and public health.

21
 2%
4% SA A N D SD

8%

28% 58%

Fig. 9

X. Children should be protected from persuasive junk food advertising.

CHILDREN AND ADVERTISING ETHICS RESPONSE (%)

Strongly Agree 65%

Agree 25%

Neutral 5%

Disagree 3%

Strongly Disagree 2%

Table 11

Interpretation: An overwhelming 90% supported the idea that children should be protected from
aggressive and persuasive junk food ads. This indicates a strong consensus for ethical boundaries
and policy interventions in food advertising.

22
2%
3%
SA A N D SD
5%

25%

65%

Fig. 10

23
 CHAPTER 6
CONCLUSION AND FUTURE PROSPECTS
This research illuminates the significant role played by food advertisements placed on the web and
television in influencing consumers' personal food selections and dietary habits. Most of the
participants indicated that these promotions, particularly for unhealthy, processed foods like snacks,
would make them crave such foods and develop the urge to snack more often. These ads usually
present junk foods as fashionable, convenient, and enjoyable through emotional narratives and
visual appeals, hence being more convincing compared to promoting healthier options.
One of the major findings is the long-term effect of food marketing, especially when children are
exposed to it. Most participants admitted that adverts they were subjected to in their childhood
continue to influence their eating habits up to the present day. This brings about ethical issues,
especially given that children are not mature enough to critically evaluate persuasive content. The
majority of respondents also associated repeated exposure to advertisements for food with
increasing cases of obesity, especially among children. The broad consensus that children must be
protected from exploitative junk food advertising points to an increasing popular call for more
ethical marketing procedures.
In conclusion, the findings in this research imply that aggressive marketing of unhealthy food is not
merely a business strategy but a public health problem that is a major cause of the obesity epidemic.
Balanced advertising for better nutrition and overall health is urgently needed.
In the future, more studies can examine ways in which food advertisements affect brain function,
emotional reactions, and consumer choice—especially among teens and kids. Long-term and
detailed research can show how exposure to junk food marketing early in life contributes to lifelong
dietary patterns. It is also possible to investigate how various economic and cultural backgrounds
influence the reaction of consumers to food advertisements.
In addition, scientists can assess the effectiveness of policy interventions like stricter adverts for
foods, warning labels on foods, and internet content filtering in lowering unhealthy food intake.
Another key area is investigating how to apply innovative marketing strategies for healthier eating
—through promoting fruits, vegetables, and whole foods as more desirable options in popular
media.
To tackle the underlying causes of obesity, governments, educators, and media outlets must
collaborate to create a more educated, health-aware media culture—where considerations of public
welfare are placed above those of commercial enterprise.

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 3. REFERENCES
• Lafontaine, J., Hanson, I., & Wild, C. (2025). The impact of the social media industry as a
commercial determinant of health on the digital food environment for children and adolescents: A
scoping review. BMJ Global Health. https://doi.org/10.1136/bmjgh-2023-014667
• Potvin Kent, M., Pauzé, E., & Bagnato, M. (2025). Unhealthy food advertising on social media:
Policy lessons from the Australian Ad Observatory. Health Promotion International. https://
doi.org/10.1093/heapro/daae192
• Kelly, B., King, L., & Chapman, K. (2024). Food advertisement and marketing policies aimed
at reducing childhood obesity: A review of existing regulations in high-income countries. Public
Health Reviews. https://doi.org/10.3389/phrs.2024.1607103
• Signal, L., et al. (2021). The timing, nature and extent of social media marketing by unhealthy
food and drinks brands during the COVID-19 pandemic in New Zealand. Frontiers in Nutrition.
https://doi.org/10.3389/fnut.2021.645349

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 APPENDIX A
(Survey Instruments: Questionnaires)

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