As Europe grapples with a rapidly evolving digital landscape, the conversation around body image has never been more crucial. In light of the increasing influence of social media on young people, the need for policies that protect mental well-being and promote positive body image is urgent. Studio Europa Maastricht spoke with Jessica Alleva, co-author of our new policy brief collection on digitalisation, about the impact that digital media have on how we feel and think about our bodies.
School lessons for big tech
The new Netflix series “Adolescence” highlights the effects of online bullying and body image concerns, prompting the UK to announce new school programs to combat misogyny. One of Alleva’s recommendations is to incorporate digital media literacy into school curricula across Europe:
“I believe digital literacy should be part of young people’s education. Social media is a major influence on their well-being, and they need the tools to cope with it. It’s not only about protecting them from negative influences and bullying, but also using social media positively—to support each other, promote positive body image, and foster inclusion. From my conversations with young people, when the focus is only on negative messaging, they tend to shut it out, saying ‘You’re just here to wave your finger at us.’ So, it’s important to create programs that also highlight the positive and teach how we can use social media in a constructive way, because that potential is there and equally important, too.
This could be included in EU policies aimed at protecting young people’s mental well-being, just like programs for physical activity and nutrition. But it’s not just about kids in a bubble—teachers and parents must be involved too. It’s not enough to educate students at school if they go home to be influenced by siblings, parents, or teachers who make harmful comments. It requires a multi-faceted approach with a shared goal.”
While research shows that, overall, time spent on digital media is linked to negative body image, some studies also suggest that some content and features on digital platforms can help improve body image over time. Alleva explains that one way to do this is through algorithms:
“Platforms could offer users insights into how their information is used, why they’re seeing certain content, and allow them to opt out of harmful content. Alongside this, platforms should be required to provide positive content. For example, I could select content that exposes me to a more diverse range of body types or focuses on interests other than dieting and appearance.
This idea aligns with the Digital Services Act (DSA), which already protects young people from harmful advertising. We can build on that by creating opportunities for people to opt in to more positive content. Advertising should also be designed to actively expose users to content that promotes positive body image and well-being.
Making positive content profitable
A year since the Digital Services Act came into effect, there is now a different global political context, which can also impact the EU digital policies, Alleva acknowledges:
“A lot has changed since we started working on these policy briefs. With everything happening in the US right now, the concepts of diversity and inclusion are under attack. Hopefully, things will remain different in the EU.”
“With everything happening in the US right now, the concepts of diversity and inclusion are under attack. Hopefully, things will remain different in the EU.”
Alleva also cautions against demonizing tech platforms, stressing the need to show them that positive content can be beneficial for business as well:
“Ultimately, it’s about money and engagement. Negative content attracts attention, but I work with a colleague who consults for major tech companies like Meta. Her argument is that, in the long run, people want to feel good, flourish, and develop themselves. This ultimately makes a platform more profitable. People return to services that make them feel good, and there’s evidence showing this can be profitable for businesses. While it might sound cynical, doing good for others can be good for business. You should want to do it primarily because you are a decent human being, but it also makes products and services a lot of money.”
Reflecting on her own experience working with major tech platforms, Alleva shares:
“It may sound silly, but I’ve realised that there are actual people behind them — they’re not just evil corporations. The teams working on well-being initiatives at Meta genuinely want to do good and recognise the responsibility they carry. By connecting with these individuals, we can make positive changes. My experience working with tech companies has helped me challenge negative stereotypes. Over time, I’ve seen the good work they do, which has helped build their credibility.”
“While it might sound cynical, doing good for others can be good for business.”
One of the key suggestions Alleva proposes is creating a “Body Image Decision Tool” for digital media, which platforms could use to assess whether content, products, and services could harm or promote positive body image. She explains how it could work:
“For example, when a platform is considering launching a new campaign, they could ask key questions derived from hundreds of studies on body image. For instance: Does the campaign image and messaging emphasize a narrow ideal of beauty, or does it promote a broader conceptualization of beauty? Does it focus on how the body looks, or on what it can do in terms of health and functioning? Does it promote valuing other people for how they look, or accepting and appreciating people for who they are on the inside?
Dr. Jessica M. Alleva is an Assistant Professor in the Eat Lab at the Faculty of Psychology and Neuroscience at Maastricht University. Her research focuses on body image (how people think and feel about their body), with an emphasis on how to increase positive body image, and the impact of social media on body image. She is also Associate Editor for Body Image: An International Journal of Research, and a consultant for EVERYBODY Consulting.
