Khan, Rida Tanweer, Afifa Suggs, L Suzanne 2025 Objective: To assess the nutritional quality of foods and beverages (F&B) advertised to adolescents and analyse marketing techniques and persuasive appeals used by celebrities and influencers on Instagram. Design: A content analysis study was conducted using the WHO’s CLICK Monitoring Framework and Nutrient Profile Model. Setting: Instagram, a popular social media platform among adolescents with frequent F&B advertisements by celebrities and influencers. Participants: The top forty-eight Instagram accounts of celebrities and influencers posting F&B advertisements were selected based on follower count and engagement metrics. Nutrient profiling of advertised F&B (n 344) and content analysis of posts featuring F&B (n 326) between January 2021 and May 2023 were performed. Data collected included characteristics of celebrities and influencers, marketing techniques, online engagement and persuasive appeals in the posts. Results: Carbonated beverages and flavored waters (28·5 %), energy drinks (20·6 %) and ready-made foods (15·4 %) were most frequently advertised, with the majority (89·2 %) of products not permitted for advertisement to adolescents, according to WHO. Common marketing techniques included tagging brand (96·9 %) and using brand logo (94·2 %). The most frequently used persuasive appeals were taste (20·9 %), energy (10·7 %), link to sports events (10·7 %), new product (9·5 %) and fun (7·4 %). Conclusion: Most F&B advertised on Instagram by celebrities and influencers are prohibited from being advertised to adolescents by the WHO. This highlights the need for stricter regulation of user-generated content and for users and parents to be better educated about persuasive techniques used on social media to make them less vulnerable to the influence of marketing. application/pdf https://n2t.net/ark:/12658/srd1335400 https://susi.usi.ch/global/documents/335400 https://susi.usi.ch/documents/335400/files/PHN Instagram.pdf eng info:eu-repo/semantics/altIdentifier/issn/1368-9800, 1475-2727 info:eu-repo/semantics/altIdentifier/doi/10.1017/s1368980025101006 info:eu-repo/semantics/altIdentifier/ark/12658/srd1335400 info:eu-repo/semantics/openAccess CC BY Public Health Nutrition. - 2025, vol. 28, no. 1, p. e144 Teenagers Instagram Food Advertisement Marketing Social Media Digital info:eu-repo/classification/udc/3 Analysing celebrity and influencer marketing of food and beverages to adolescents on Instagram http://purl.org/coar/resource_type/c_6501