NJOMACS

Food and beverage advertisements have become a pervasive part of adolescents’ everyday environments, influencing dietary choices and long-term health behaviours. This study investigated the role of such advertisements in shaping the consumption habits of secondary school students in the Ibadan metropolis. The study was guided by the social cognitive theory (SCT). A cross-sectional survey design was employed, and data were collected using a structured self administered questionnaire administered to 437 students across selected public and private schools. The sample consisted of adolescents aged 10–19 years, with a balanced distribution across gender and school type. Findings revealed high exposure to food and beverage advertisements, particularly on television (53.1%), social media (41.4%), and within school environments (41.1%). A significant proportion of respondents reported trying advertised food items (80%) and persuading their parents to purchase them (41%). Chi-square analysis showed a statistically significant relationship between advertisement exposure and the frequency of consuming snacks, sugary beverages, and soft drinks (?² = 66.74, df = 4, p < .001). The study concludes that food and beverage marketing exerts a strong influence on adolescent consumption behaviour, regardless of background, and calls for targeted media literacy, parental involvement, and school-based interventions to mitigate the impact of unhealthy food advertising on this impressionable demographic.