Mental Health Advertising on Social Media

Abstract

This study investigates the impact social media advertising of mental health apps has on user well-being, centering on the social implications of advertising to a broad audience across multiple media channels. While previous research has examined digital mental health interventions, few have compared individual mental health apps or explored the varying specifics of their advertisements. This study utilizes content analysis to examine the advertising characteristics of four widely used mental health apps, focusing on symptoms, tonality, message appeal, and support systems. The findings reveal that mental health app advertisements most frequently address anxiety symptoms, emphasizing rational appeals—such as therapist support—and a positive tone. However, these advertisements neglect less visible symptoms and essential support systems outside the app’s resources. This raises ethical concerns about whether these ads genuinely promote user recovery or prioritize financial gain. This contributes to the literature on psychology and advertising by encouraging discourse on the landscape of mental health app advertisements across media platforms. Ultimately, advertising has the power to shape consumer behavior and is centered on an ethical responsibility given to advertisers. As mental health issues become less stigmatized, it is vital that these ads genuinely benefit users.