This report examines the pervasive presence and impact of commercial content on children and young people within their social media feeds. As digital platforms increasingly integrate targeted advertising, influencer sponsorships, and algorithmic recommendation engines, children face relentless exposure to consumer culture.
The study shows that young users frequently struggle to distinguish between organic user-generated content and hidden commercial marketing. This continuous exposure fuels purchase pressure, body image concerns, and impulse spending, while normalising constant material consumption as a central aspect of social identity. The report highlights urgent systemic gaps in digital child protection and recommends stricter regulatory frameworks regarding commercial algorithms targeting minors.
Methodology
The study used a mixed-methods research design combining quantitative and qualitative approaches. A nationwide survey administered to Danish children and young people to quantify daily screen time, exposure frequency to commercial ads/sponsorships, purchase behaviors, and self-reported commercial pressure.
Focus group interviews and individual qualitative sessions with children to explore their lived experiences, perceptions of influencers, understanding of native advertising, and emotional reactions to targeted marketing.
Country or region of researched population
Denmark
Citation
Børns Vilkår. (2025). Forbrug i feedet. Børns Vilkår. https://bornsvilkar.dk/wp-content/uploads/2025/10/Forbrug-i-feedet.pdf
Record created:
21 July 2026
This report examines the pervasive presence and impact of commercial content on children and young people within their social media feeds. As digital platforms increasingly integrate targeted advertising, influencer sponsorships, and algorithmic recommendation engines, children face relentless exposure to consumer culture.
The study shows that young users frequently struggle to distinguish between organic user-generated content and hidden commercial marketing. This continuous exposure fuels purchase pressure, body image concerns, and impulse spending, while normalising constant material consumption as a central aspect of social identity. The report highlights urgent systemic gaps in digital child protection and recommends stricter regulatory frameworks regarding commercial algorithms targeting minors.
Methodology
The study used a mixed-methods research design combining quantitative and qualitative approaches. A nationwide survey administered to Danish children and young people to quantify daily screen time, exposure frequency to commercial ads/sponsorships, purchase behaviors, and self-reported commercial pressure.
Focus group interviews and individual qualitative sessions with children to explore their lived experiences, perceptions of influencers, understanding of native advertising, and emotional reactions to targeted marketing.
Country or region of researched population
Denmark
Citation
Børns Vilkår. (2025). Forbrug i feedet. Børns Vilkår. https://bornsvilkar.dk/wp-content/uploads/2025/10/Forbrug-i-feedet.pdf
Record created:
21 July 2026- influencer marketing social media addictive design
