IT often begins as something small. A child watching cartoons, scrolling through short videos or playing a game on a tablet. In between the entertainment, colourful snacks appear, a favourite influencer takes a bite of a trending drink or a character celebrates with a fast-food meal. Soon after, the child asks for that exact product.
To many parents, this may seem like harmless exposure but what children see on their screens is quietly shaping what they want to eat and, over time, how they eat.
Today’s children are growing up in a food environment very different from previous generations. Food marketing is no longer limited to television commercials. It is also embedded seamlessly into the digital content children engage with daily.
From cartoon shows to platforms like TikTok, YouTube and Instagram, children are constantly exposed to food messages, promoting products high in sugar, salt and fat.
What makes this particularly concerning is that much of this marketing is no longer obvious. Unlike traditional advertisements, which appear between programmes, today’s promotions are often hidden within the content itself.
A child watching a short video may encounter multiple food cues such as an influencer sipping a brightly coloured drink, a snack featured in a challenge or a reward within a game, without recognising these as marketing.
Exposure can also be frequent and intense. Children may encounter multiple food messages within a short period of online activity, often without realising it. This is not accidental. Digital platforms are designed to maximise engagement through likes, shares and personalised content, increasing both visibility and influence.
Unlike adults, young children are not able to recognise persuasive intent. They do not see advertisements as attempts to influence their behaviour but as part of the content they enjoy. Even adolescents may struggle to identify sponsored content clearly, especially when it mimics entertainment or peer interactions.
This influence has real consequences. Children who are frequently exposed to such marketing are more likely to develop a preference for highly processed foods and sugary drinks while consuming fewer fruits, vegetables and home-cooked meals. Over time, these patterns increase the risk of obesity and other non-communicable diseases.
However, the impact goes beyond weight. Poor dietary habits can lead to “hidden hunger”, micronutrient deficiencies that are not always visible.
A child may appear well-fed but lacking essential nutrients such as iron, vitamin A or calcium. This can affect energy levels, concentration in school, immunity and growth.
In more severe cases, they may lead to anaemia or impaired vision. Clinical reports have documented extreme cases where diets dominated by ultra-processed foods led to serious health outcomes, highlighting the long-term risks of poor eating habits.
There is also a more subtle effect that often goes unnoticed: influence on family behaviour. Repeated exposure does not just shape what children want; it shapes what families eventually buy.
A child who repeatedly sees the same snack online is more likely to request it, creating what is often referred to as pester power. Over time, these requests can influence household purchasing decisions, even among well-informed parents.
Adding to this is the health halo effect. Products labelled as “natural”, “fortified” or “high in protein” may appear healthier but can still be high in sugar or salt.
As consumers become more health-conscious, marketing strategies are evolving to emphasise ingredients, protein content or “clean labels” to attract attention.
This renders difficulty to distinguish genuinely healthy options from those that are simply marketed as such.
At the same time, social media continues to amplify food trends at unprecedented speed, often blurring the line between entertainment and eating. Viral foods, aesthetic desserts and visually appealing snacks are designed not just to be eaten but to be watched, shared and imitated.
Another related influence is the continued popularity of “mukbang” and autonomous sensory meridian response (ASMR)-style eating videos. While mukbang itself is no longer new, its elements remain widely present across social media, often combined with ASMR content designed to be relaxing or satisfying. These videos typically feature close-up visuals and amplified sounds of crunching, slurping or chewing, making highly processed foods appear especially appealing.
Although some viewers watch them for comfort, they may also normalise excessive portion sizes and frequent consumption of calorie-dense foods. For younger audiences, repeated exposure can subtly distort perceptions of what constitutes a normal meal.
Importantly, this is not simply a matter of individual choice or parental control. Children’s preferences are shaped by what they are repeatedly exposed to.
In a digital environment where food marketing is constant, personalised and often invisible, even attentive caregivers may find it difficult to fully shield children from its influence. However, there are practical steps that families can take.
The first is awareness. Food marketing is embedded within the content children watch daily. Recognising this makes it easier to guide, rather than simply restrict, screen use.
Simple conversations can go a long way: “Why do you think they are showing this food?” or “Do you think they want people to like this snack?” can help children begin to recognise these messages.
The home environment matters just as much. Children learn by observing. Regular family meals, limiting highly processed snacks at home and modelling balanced eating habits shapes healthier preferences.
Setting boundaries is equally important. Screen-free mealtimes reduce distracted eating and help children better recognise hunger and fullness cues.
Finally, small shifts can make a difference. Just as homes are childproofed to prevent physical harm, parents can also be mindful of the “invisible influences” shaping their child’s habits. Awareness, not perfection, is what matters.
While some guidelines exist, the fast-changing nature of digital platforms makes it difficult to fully control children’s exposure. As marketing continues to evolve alongside technology, awareness at the family level remains one of the most important lines of defence.
Ultimately, children deserve environments that support healthy growth, not only in what is available to them but also in what is promoted to them. In a world where food is increasingly marketed through screens, helping children understand what they see may be just as important as choosing what they eat.
Dr Priscilla and Dr Boniventure are public health candidates at Universiti Malaysia Sabah. Comments: letters@thesundaily.com