Food Standards Scotland (FSS) is stepping up its efforts to regulate food sales through social media platforms like Facebook after a recent survey revealed that purchasing food in this way is more common than anticipated. The research, which focused on ready-to-eat (RTE) foods sold through Facebook Marketplace in Scotland, has raised public health concerns, particularly about the safety of food sold by unregistered sellers.
An Unexpected Trend: The Rise of Social Media Food Sales
A surprising number of people in Scotland are buying food through platforms like Facebook Marketplace, Instagram, and X (formerly Twitter). According to a survey of 1,063 people conducted in late 2023, 21 percent of respondents had bought food from these social media platforms. This finding indicates that approximately one million people in Scotland could be engaging in social media food purchases.
The trend of buying food from social media platforms is more widespread than expected. Many buyers are motivated by convenience and the desire to support local businesses, but FSS warns that this rise in online food sales could pose significant health risks if sellers are not properly trained in food safety and hygiene.
Types of Foods Sold and Associated Risks
The research focused on RTE foods sold through Facebook Marketplace, which included a wide range of products. Bakery and confectionery items made up almost two-thirds of the listings, while 12 percent of advertisements featured takeaway meals either collected or delivered hot. However, a small percentage of listings included higher-risk foods like smoked fish, sushi, cured meats, and sprouted seeds.
The main concern with these types of foods is that they often don’t come with essential information, such as ingredient or allergen lists. Only four ads in the study mentioned allergens, and just six included any note about allergen awareness. This lack of information could pose a risk to individuals with food allergies or sensitivities.
The Need for Registration and Knowledge of Food Safety
Local authority officers have expressed concerns about the risks associated with unregistered sellers who may be producing food like microgreens without fully understanding the microbiological risks involved. The rise in popularity of home food production, especially after Brexit and potential import delays, has led to an increase in unregistered sellers on social media.
Only nine of the 476 ads analyzed stated that the seller was registered. It’s possible that more sellers were registered but didn’t mention it in their ads, making it harder for consumers to know whether they were buying from legitimate food businesses.
Understanding Consumer Behavior and Safety Concerns
In later research, FSS surveyed 500 people who buy food online at least once every three months. The survey revealed that food safety was a top consideration for over half of the respondents when purchasing food from platforms like Facebook Marketplace. Interestingly, the concern for food safety was just as high among people who had previously bought food on social media as it was for those who hadn’t.
FSS is now looking into developing guidance for small-scale sellers on social media, helping them understand their obligations as food business operators and the importance of following food safety regulations. One potential next step is conducting a survey on the microbiological quality of food sold through social media to better understand the risks associated with these products.
FSS’s Plan for Ensuring Food Safety
Dr. Karen Pearson, senior scientific advisor at FSS, noted that this research serves as a baseline for understanding the scale of food sales on social media in Scotland. While the convenience of buying food online is appealing, Dr. Pearson emphasized that both buyers and sellers need to be aware of the risks: “This convenience, however, might come with risks and it is essential that both buyers and sellers understand the nature of these types of foods so they can make informed choices.”
For sellers, especially those offering higher-risk products, a lack of knowledge about food safety could lead to dangerous situations. FSS’s guidance aims to help sellers understand what is required to safely produce and sell food, ultimately protecting consumers from potential health hazards.
