Ethically, too, Generation Z should know they’re being hit with an ad. On TikTok, that’s not always the case. “While all child-directed food marketing is troubling, social media marketing is particularly insidious,” food expert Bettina Elias Siegel told Civil Eats. Seigel explained that on social media, “The marketing is so seamlessly woven into the platform that even older kids and teens may not realize the influencer is being paid to shill the product, or that he or she is hoping to catch the attention of a brand for eventual sponsorship.” FTC guidelines encourage social media influencers to disclose when they are paid to advertise for a company. Complying with those guidelines is, however, voluntary.