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Social media stars could be encouraging youngsters to eat more unhealthy food and drink, a new study suggests.

Research found that children who watch popular vloggers end up indulging in more fatty and sugary foods.

In turn, kids influenced by famous YouTubers consume 26 per cent more calories than those who don't tune in, the Liverpool University report said.

The study was presented this month at the European Congress on Obesity in Austria.

(Image: EyeEm)

The findings come as the government continues to come under fire from celebrity chefs who want to see junk food advertising banned.

Researchers used social media celebs Zoella (10.9 million followers), and Alfie Dyes (4.6 million followers) to analyse children's behaviour.

For the study, 176 kids were split into three groups and each shown pictures of Zoella and Alfie promoting either unhealthy food, healthy food, or non-food products.

After, the youngsters were offered a range of both healthy and unhealthy snacks. In one section, carrot sticks and grapes featured, and in a second, sweets and chocolate.

The children who saw the unhealthy images consumed an average of 448 calories, while the others ate just 357, the BBC reports.

(Image: Getty)

The University of Liverpool's Dr Emma Boyland said children see vloggers as "everyday people".

She said: "They've earned a position of trust among young people and there has to be some responsibility along the line".

As a result, researchers are calling for more protection for kids online. Many are subjected to advertising and sometimes the line between advert and genuine content is blurred.

Dr Boyland said: "On TV there are more cues as to when it's advertising - there's an advert break, there's a jingle - whereas digitally it's a lot more embedded in the rest of the content."

Anna Coates was the leader researcher on the study.

She said we already know that children are easily influenced and that if they see their icons consuming or promoting food or drink, they'll want to have it too.

"We know that if you show children a traditional drink advert, then their preference for that drink rises," said Anna.

"We wanted to test their reactions to this new type of celebrity, the social media star."

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Celebrities – either traditional or social media – are often paid vast sums to showcase brands.

Prof Russell Viner, president of the Royal College of Paediatrics and Child Health, called on the government to consider more regulation in line with updates to the controversial Obesity Strategy.

He said: "It's vital that children are protected from the marketing of junk food, not only on TV but also online where they are increasingly spending time.

"Companies are able to target their adverts on social media, which does provide the opportunity for regulators to put restrictions in place."