Media release: Experts warn addictive platforms and harmful marketing putting young people at risk

Researchers examining the impact of social media on young people are urging the government inquiry into online harms to take account of the evidence and strengthen protections. 

The researchers are presenting today (Monday 6 October 2025 – 1.25pm) to the Education & Workforce Select Committee Inquiry into the harm young New Zealanders encounter online. 

They say accessing digital spaces can be beneficial and affirming for youth, but these environments also expose them to powerful commercial and social risks.

In the latest Briefing from the Public Health Communication Centre, Professor Antonia Lyons and co-authors outline the results of research in Aotearoa exposing some of the intensive marketing of unhealthy products and young people's concerns around digital harm.

“Young people told us that social media can be a positive space, spreading awareness, making people happy, and keeping them connected. But they also spoke of constant exposure to harmful marketing and content that was inescapable,” says Professor Lyons from the School of Population Health at the University of Auckland.

Findings presented to the inquiry show that nearly all young people in Aotearoa (97%) are online several times a day, often using five or more platforms, most commonly Instagram, YouTube, Snapchat, and TikTok.

Survey and in-depth interviews with over 3,600 young people aged 14–20 revealed:

• Pervasive unhealthy marketing – participants frequently encountered advertising for alcohol, vaping, and ultra-processed foods, often before they were legally old enough to purchase these products.
• Habit-forming platforms – many described feeling “addicted” to social media itself, with algorithm-driven feeds designed to maximise time online while harvesting personal data.
• Harmful content exposure – body-shaming, self-harm, hate speech, and other unwanted content appeared alongside valued content, making harmful material difficult to avoid.

One 17-year-old Māori participant said: “I get a lot of beer ads on my Instagram… vaping and tobacco as well… it was almost like inescapable on all social media platforms.”

Researchers emphasise that these risks worsen health inequities in Aotearoa, as digital marketing of addictive products disproportionately harms Māori and other communities already facing disadvantage.