Abstract

This article is a critical discussion of the correlations between the use of digital media, lifestyle and weight-related behaviours among the young adults aged 18-35 in the UK. The systematic literature review methodology is applied in the study based on evidence of the peer-reviewed research, nationally representative health surveys, and policy documents published in 2021-2024. The analytical theory that is used is the Social Cognitive Theory (SCT) created by Bandura (1986). to allow a systematic discussion of the mechanisms of observational learning, self-efficacy, and outcome expectations through which digital media can affect dietary habits, physical activity patterns, and body image perceptions of this population group. The results have shown that digital media is a two-way phenomenon of the weight-related health outcome as online marketing of digital foods with algorithmic targeting, social pressures on the body image with mediating roles, and sedentary habits through screens are all found to contribute to poor health outcomes, whereas purposely designed digital health tools are clinically meaningfully effective when based on SCT principles. It is discovered that the current regulation framework that governs online food advertising in the UK is considerably insufficient to the magnitude and complexity of the business problem. The article concludes that to reverse the net impact of digital media on weight-related health outcomes among young adults in the UK, there is a need to implement structural regulatory changes alongside a long-term investment in digital health literacy by the population.