What types of ads worry British parents most?

Key findings:

• Social media is parents’ top concern, with 68% worried about the ads children see there.
• Sexual and violent content outweigh food advertising fears, cited by 77% and 71% of parents versus 33% for unhealthy food ads.
• Digital platforms heighten concern, with 84% flagging sexual content on social media and 88% violent ads in video games.
• Concern is near-universal, as 77% of parents are very or fairly worried about advertising’s impact on their children.

As the UK government prepares to implement a ban on unhealthy food advertising to children, new data from YouGov Surveys: Self-serve sheds light on where UK parents believe the most harmful ads are being seen, and which types of advertising content raise the greatest concern.

Broad parental unease about advertising

Overall, 77% of parents report being either very or fairly concerned about the impact of advertising on their children. Only 2% say they are not concerned at all, underscoring the widespread unease among UK parents regarding how advertising may influence young audiences.

Social media advertising raises the most concern

According to the survey, 68% of parents with children under 18 express concern about advertising on social media platforms. YouTube and other video-sharing sites follow at 56%, with influencer or creator content cited by 48% of respondents. Concern decreases for websites and general online browsing (38%), mobile apps (27%), video games (22%), and streaming services such as Netflix or Disney+ (17%). Traditional formats draw even less concern, with 11% of parents citing live or catch-up TV, 7% educational platforms, and just 6% out-of-home advertising.

Content type also a major factor

Parents also identify specific types of advertising content as particularly concerning. The most commonly cited is sexual or adult-themed content (77%), followed by violent or aggressive material (71%). Ads related to weight loss or body image (58%) and age-inappropriate films or games (57%) also feature prominently. Over half of parents report concern about vaping or tobacco promotions (53%) and gambling or betting advertisements (51%).

Although unhealthy food and sugary drinks are a concern for some, they rank lower overall. One in three parents (33%) mention this as a worry, suggesting that while the issue is recognised, it is viewed as less harmful than ads involving sexual, violent, or addictive content.

Methodology: YouGov polled 858 British adults with children under the age of 18 online on 16 December 2025. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade.

Image: Getty Images