Osnabrück – October 29, 2026 -- A majority of young people in Germany want influencers barred from advertising unhealthy food, according to a representative survey commissioned by the Federation of German Consumer Organisations (vzbv). In the poll, 57 percent of 14- to 25-year-olds agreed that influencers should not promote unhealthy foods.
Four in ten have bought food because an influencer recommended it
The survey also found that 40 percent of respondents have bought at least one food product because an influencer endorsed it. At the same time, 87 percent said they can easily recognize advertising on social media.
Consumer advocates say labeling is not enough
For the vzbv, those two findings together show that mandatory ad labeling falls short. The organization argues that influencer marketing works precisely because products are woven into personal stories, daily routines and seemingly authentic recommendations.
vzbv board member Ramona Pop said social media is full of advertising for sugary or fatty products and questionable nutrition advice, and that children and teenagers are especially receptive to it. She called on politicians to protect young people better.
The vzbv wants a ban tied to WHO nutrition criteria
The group is demanding a ban on influencer advertising for foods high in sugar, fat or salt that fail the World Health Organization's (WHO) nutrient criteria for children.
The poll surveyed 547 people in October
The research institute forsa conducted the online survey for the vzbv from October 4 to 12, questioning 547 people aged 14 to 25. The results were made available to the Neue Osnabrücker Zeitung.