Abstract

This study explores the ethical implications of social media advertising, particularly its portrayals of physical appearance and body worship. Employing a qualitative approach, our aim is to deepen understanding of user concerns and perceptions regarding these advertising strategies. We conducted 12 focus groups comprising 80 participants for coding analysis. Our findings reveal users’ adaptability in recognizing advertising content, while also highlighting pervasive skepticism and societal pressures, particularly regarding societal expectations related to body image. Moreover, our research identifies a striking lack of awareness among users of advertising regulations. These results underscore the critical need for innovative approaches that prioritize honesty and transparency in social media advertising, particularly concerning respecting individual autonomy over one’s body and encouraging healthy commercial practices.