Vera is now 13 years old and has been using TikTok since she was 8 and Instagram since last year. She doesn’t remember exactly when she started to dislike what she saw in the mirror. However, that doesn’t mean she doesn’t look at herself much; on the contrary, she spends many hours a day observing her face and body, following tutorials and comparing herself to images of girls her age that appear on her social networks, from her classmates to the influencers that everyone follows.

Among her wishes are wide hips, a narrow waist, dark, curly eyelashes, full lips, thick but defined eyebrows, and incredibly shiny and silky hair. Much of the time Vera spends outside the house is spent searching stores with her friends, trying to find the products that promise to bring her closer to the ideal she has created in her head.

Vera’s (imagined) case is very common, as many psychologists and families would confirm. Advertising and social media such as TikTok and Instagram influence children’s mental health, affecting their self-perception and emotional well-being .

The promoted standards of beauty and success negatively impact children’s self-esteem and generate pressure to consume and behave in certain ways.

Influencers are seen as role models, especially by girls, and platforms reinforce interests and behaviors through algorithms, perpetuating gender stereotypes and social roles .

Limits and critical gaze

To counteract the negative effects of advertising and social media on children’s mental health, it is essential that parents, teachers, family members and other relevant adults adopt a proactive approach: that is, take action before self-esteem problems begin to appear. Two specific strategies are to encourage a critical mindset towards advertising and establish time limits on social media.

This can also be achieved by promoting offline activities and working with mental health professionals to create a supportive environment and appropriate media education .

The American Academy of Pediatrics recommends no more than two hours a day for children 6 and older, as well as encouraging activities such as sports, reading and family time to balance screen time.

Self-esteem and alternative models

It is also crucial to foster strong self-esteem in children, praising their efforts and achievements, and presenting them with role models who promote positive and realistic values: Simone Biles, a persevering athlete and example of overcoming, or Rafa Nadal, an example of perseverance and humility in the field of sports, are two possible examples.

This can be achieved by using tools and activities that promote self-compassion, recognition of achievements and appreciation of diversity, such as participating together in activities that reinforce self-esteem, such as art workshops, team sports or volunteering.

We must teach how to celebrate the diversity of bodies and appearances, challenge negative stereotypes and focus, as parents, teachers and professionals, not only on the results but also on the effort and dedication they put into their activities, recognising the process and progress. These approaches help build their self-esteem and counteract the negative messages that can arise from comparisons on social media.

Parents and educators who continue to learn

Media education is essential for children to develop a critical understanding of the media and its influence. This means teaching them at school to be critical consumers of media and to manage their interaction with technology in a healthy way. Integrating media education in Language, by analysing news; in Social Studies, through debates; and in Art, through the creation of own content, encourages creativity and critical reflection; or in Technology, by analysing internet safety and learning through digital resources, such as educational applications and platforms, can be useful to promote critical thinking and media literacy.

Parents, educators, pediatricians, and psychologists should collaborate and regularly share observations and concerns. For example, by organizing frequent meetings with the guardian, bi-annual visits to the pediatrician, and voluntary psychological therapy as a preventive measure. The latter can be beneficial in developing coping skills, improving self-awareness, preventing mental health problems, or supporting life transitions.

Limiting continuous communication on digital platforms is crucial, as it amplifies the influence of social media advertising on adolescents, affecting their perception of reality, self-esteem and consumer behavior.

Parents and educators can find tools at UNESCO and the American Pediatric Association, for example, whose websites offer guides on the impact of social media. Platforms such as Coursera and TedX offer online courses, applications such as Google Classroom facilitate interactive sessions, and groups on Facebook and LinkedIn share resources and experiences.

In short, fostering resilient self-esteem and a critical mindset in children, along with adequate media education and constant support from their environment, is essential to mitigate the direct impact of advertising and social media on their mental health and well-being. Only in this way can we help the new generations navigate the complex digital world.

Author Bio: Africa Presol Herrero is Director of the Degree in Creative Advertising at Camilo José Cela University