Ninety-seven percent of young people in Aotearoa use the internet several times a day or almost constantly, and many say they are inundated with alcohol, vaping and junk food marketing online.

Researchers say social media’s constant pull is putting young people at risk, from addictive use to harmful marketing that’s hard to escape.

On Monday 6 October, experts presented evidence to Parliament’s Education and Workforce Select Committee Inquiry into online harm.

They urged tougher rules to protect young New Zealanders from unhealthy digital environments.

Professor Antonia Lyons from the University of Auckland’s School of Population Health said young people valued being online for connection and creativity, but they also reported relentless exposure to advertising for alcohol, vaping and junk food, often before they were legally old enough to buy them.

“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,” said Professor Lyons.

The study drew on surveys and interviews with more than 3,600 people aged 14–20.

Almost all were online several times a day, often juggling five or more platforms such as Instagram, YouTube, Snapchat and TikTok.

The findings painted a troubling picture:

• Targeted ads pushing alcohol, vaping and ultra-processed foods
• Algorithms driving compulsive scrolling and data harvesting
• Unwanted exposure to body-shaming, hate speech and self-harm content

Researchers say the impact falls unevenly, with Māori and disadvantaged communities facing greater harm.

For families on the Hibiscus Coast, the message is clear: young people’s digital worlds can feel empowering, but they’re also being shaped by powerful marketing forces beyond their control.

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