A new influencer campaign across eight European countries helps teenagers fight back against misleading nutrition content online.
Social media is a recipe for confusion
From “What I eat in a day” videos to viral cucumber challenges—nutrition trends on TikTok and Instagram reach millions of adolescents daily. While this content can be inspiring and entertaining, much of this advice may also be misleading, harmful, unscientific, or driven by commercial interests. Algorithms amplify half-truths , while food brands market unhealthy products directly to young audiences.
A campaign by teens, for teens
Launched today, Snack or Scam gives young people clear, practical tools to see through the food hype. Adolescence is a critical stage: teens seek independence, try out new diets, and are strongly influenced by what’s trending online.
● Across eight countries (Belgium, Slovenia, Romania, Switzerland, Spain, Italy, Greece, and Cyprus) influencers are sharing creative, relatable posts that encourage teens to question what they see on their feeds.
● A dedicated website offers tips, videos, and interactive tools that let adolescents practice spotting and debunking misleading nutrition advice.
● Co-created with and for young people, the campaign was built with adolescents, nutrition experts, and scientists, ensuring influencers act as trusted voices.
Why it matters
A recent WHO survey (2024) confirms worrying patterns among European adolescents: rising obesity, stress-eating, and low fruit and vegetable intake . Despite this, no platform existed to help them recognise how misinformation spreads—until now.
“Teenagers spend hours online every day. With Snack or Scam, we don’t actually tell them what’s true or false—we give them the skills to question what they see, so they can make their own informed choices.” – Liselot Hudders, professor Communication Science, Ghent University
“Because the internet is not a truth machine — it’s a mix of facts, opinions, myths, and outright nonsense. And as a creator, I feel responsible not only for giving my audience content, but also context.” – Jef Desplenter, influencer
Key takeaways from Snack or Scam
Nutrition misinformation is everywhere and it affects all of us, not just young people.
The campaign highlights three lessons:
• Nutrition is personal. Start with what your body truly needs and what you enjoy, rather than what trends suggest.
• Check and double-check. Always check who is behind the message, what their agenda might be , and whether you’re seeing the full picture.
• Your clicks matter. By liking and sharing content, you help spread misinformation. Challenge your own opinions and engage in dialogue with others, that’s how we get closer to the truth.
Contact
Liselot Hudders, Liselot.Hudders@Ugent.be; + 32 486 17 61 20
Hayley Pearce, hayley.pearce@ugent.be; +32 474 049 667
Discover the campaign: https://snackorscam.ugent.be/nl
This campaign is part of SUNRISE, a EU Horizon project testing digital tools to promote healthy lifestyles and prevent cancer among adolescents.
