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How Vitamins Can Support Your Dog’s Health

by Lauren Samet

We all know that vitamins help to keep our skin healthy, our eyes bright, and our hair shiny – and it’s just the same for dogs! In this guide we’re going to take a closer look at some of the crucial vitamins for your dog’s diet; covering everything from the roles they play in the body to the effects of a deficiency. 

Fat Soluble Vitamins

Vitamin A

Vitamin A is formed via the dietary precursors’ retinol and beta carotene. Beta carotene is readily converted to vitamin A within the liver by a dog’s metabolism. It’s usually found in brightly coloured fruits and vegetables, such as carrots and peppers. Vitamin A is also found in the liver (including fish liver oil) and in egg yolks.

Roles: Vitamin A supports healthy vision, appetite, and skin and coat health. Natural beta carotenes also have an antioxidant effect. 
Deficiency: Signs include impaired vision, skin lesions, and occasionally abnormal bone growth.
Toxicity: Signs can include lameness and abnormal bone remodelling.
Vitapaws products found in: EyeWell for Dogs

Vitamin D

Vitamin D is the only vitamin that can be synthesized by the skin upon exposure to UVB rays in sunlight. However, just because mammals are able to make this vitamin does not mean they don’t need it in their diet. An absence of or weak sunlight(such as during the UK’s winter months) can mean that additional vitamin D is required in an animal’s diet, from sources such as eggs, cod liver oil and saltwater fish. Vitamin D is gaining more and more credit through research for its role in health and immunity, alongside skeletal health.

Roles: Regulates and promotes the absorption of calcium, which is necessary for skeletal health and development. Thought to have roles in immunity and gene transcription.
Deficiency: Signs include skeletal malformations (e.g. rickets, metabolic bone disorder), poor bone health and weak teeth.
Toxicity: Too much can result in vomiting and increased calcium absorption from the intestines, leading to calcium imbalance. Elevated blood calcium may contribute to calcium deposition (calcification) of the soft tissues e.g. heart and lungs, and kidney stones.

Vitamin E

Vitamin E acts as a powerful antioxidant in the body and is also essential for reproduction, immune function, utilization of vitamin K and red blood cell formation. It can be found in seeds, nuts, spinach and other leafy green veg, and is often used as a natural preservative in pet foods. Vitamin E is one of the few fat-soluble vitamins that does not have an upper tolerance limit, however too much in the diet may impact the absorption of other vitamins.

Roles: Protection from free-radical damage. 
Deficiency: Can lead to decreased reproductive performance, impaired immunity and even retinal degeneration.
Toxicity: None known, but high levels can adversely affect the absorption of other vitamins which may then cause deficiency of these nutrients. For example, reduced absorption of vitamin K can prevent normal blood clotting.
Vitapaws products found in: EyeWell for DogsJointAid Plus for Dogs

Vitamin K

One of the only vitamins aside from vitamin D that can be generated by the body; vitamin K can be produced by symbiotic bacteria found within the digestive tract (if a healthy gut microbiome exists). Generally, supplementation is not required unless digestive upsets are common, if the dog has had a period on antibiotics, or if there are any other reasons why the gut microbiota might be compromised. In these cases, it may be wise to offer additional dietary sources. Vitamin K can be found naturally in leafy green vegetables, cereals, soybeans, and other veg.  

Roles: Needed for blood clot formation in the body.
Deficiency: Rare due to the body’s ability to synthesise the vitamin internally, however, deficiency can cause increased bruising or prolonged bleeding.
Toxicity: Not known.

Water Soluble Vitamins

The B Vitamins

The B vitamins, collectively known as the Vitamin B Complex, are linked to efficient energy conversion from food, the metabolism, and nerve function. Being water-soluble they are more easily flushed from a dog’s system, so with the exception of niacin (vitamin B3), over-feeding to toxicity is not easily possible, although, before additional supplementation, vets will often recommend testing to establish current levels in the body. 

Vitamin B1 (Thiamine)

Thiamine can be found in whole grains and wheat germ, liver, yeast, most legumes, lean meats and fish. Stability of the vitamin can be affected by heat and oxidation, so some loss will occur when cooking. 

Roles: Essential to the nervous system and muscular function, including the heart, thiamine assists with the conversion of carbohydrates into energy.
Deficiency: Deficiency can cause nerve damage and irregular coordination and seizures. Severe deficiency can even cause brain damage. Thiaminases (enzymes which break down thiamine) are found on the skin of raw fish; a diet high in raw fish can, therefore, cause deficiency. 
Vitapaws products found in: VitaMind for Dogs

Vitamin B2 (Riboflavin)

Riboflavin can be found in liver, yeast, most legumes, cheese, lean meats, fish, nuts and green leafy vegetables. It is more heat stable than Thiamine but can be sensitive to light. 

Roles: Essential to metabolic and enzymatic reactions. Riboflavin also has a role in red blood cell formation and the maintenance of healthy skin and coat. 
Deficiency: Deficiency can cause anaemia and reduced reproductive function, alongside weakness and dry, flaky skin and coat. 
Vitapaws products found in: VitaMind for Dogs

Vitamin B3 (Niacin)

Niacin can be found in liver, yeast, most legumes, lean meats, fish, nuts, seeds and green leafy vegetables.

Roles: Assists with digestive system function, the conversion of food into energy, skin maintenance and nervous function.
Deficiency: Chronic deficiency is sometimes referred to as ‘black tongue’. It can cause loss of appetite, diarrhoea, bad breath and emaciation.
Toxicity: Ingesting too much can cause liver damage, skin complaints and peptic ulcers.
Vitapaws products found in: VitaMind for Dogs

Vitamin B5 (Pantothenic Acid)

As with many other B vitamins, Pantothenic acid can be found in eggs, fish, lean beef, legumes and yeast, as well as potatoes, broccoli and cabbage.

Roles: Assists in enzymatic reactions involved in the metabolism and has a role in hormone synthesis, however, there is no known deficiency from a lack of vitamin B5 in the diet.
Vitapaws products found inVitaMind for Dogs

Vitamin B6 (Pyridoxine)

Vitamin B6 refers to a group of three compounds: pyridoxol (pyridoxine), pyridoxal and pyridoxamine. Sources of this vitamin include meat, fish, eggs, bananas and whole grains.

Roles: Assists with nervous system function, skin health, red blood cell formation, protein metabolism and the synthesis of antibodies in the immune system. 
Deficiency: Deficiency of pyridoxine can cause dermatitis, alopecia, seizures and anaemia.
Vitapaws products found in: VitaPaws Complete

Vitamin B8 (Biotin)

Biotin is available in foods such as eggs, fish, lean beef, legumes and yeast. There are several forms of the vitamin but only D-biotin is thought to possess the vitamin’s full properties.

Roles: Essential for protein and fat metabolism.
Deficiency: Biotin deficiencies are rare for dogs. Problems associated with deficiency are unknown, however, may be associated with poor skin health. 
Vitapaws products found in: VitaPaws Complete

Vitamin B9 (Folate, Folic Acid)

One of the more well-known B vitamins (due to its advisable supplementation during human pregnancy), Folic Acid or Folate is available in food sources such as yeast, liver, eggs, green leafy veg, melons, carrots and pumpkins, and there are thought to be no ill-effects from over-consumption.

Roles: Essential for protein utilization and synthesis. Vitamin B9 assists with cell production and tissue growth.
Deficiency: Anaemia can be an indication of deficiency, as can issues with new cell formation, including red blood cells. Folic acid supplementation will often be prescribed if a dog is, or has been, on medication that may interfere with folate absorption.
Vitapaws products found in: VitaMind for Dogs

Vitamin B12 (Cobalamin, Cyanocobalamin)

Lastly, vitamin B12, also known as cobalamin or cyanocobalamin, is found in animal-based products such as liver, fish, meat, eggs, poultry and cheese. Many B vitamins are found naturally in meat-based pet foods, however, the recent trend for vegan/vegetarian pet foods means that some dogs can benefit from additional B vitamin supplementation. 

Roles: Necessary for nervous system health (alongside iron and folic acid) and blood formation.
Deficiency: Can cause lack of appetite, anaemia and impaired nervous system function. Deficiency is rare due to most dogs’ common consumption of animal-based products, however, it can be caused by malabsorption in the digestive system. Some breeds are more susceptible to deficiency than others e.g. Border Collies, Beagles and Giant Schnauzers, for which it tends to be hereditary, although it can occur at any age.
Vitapaws products found in: VitaPaws Complete

Vitamin C

Also referred to as ascorbic acid, vitamin C is a water-soluble vitamin that is produced naturally in the dog’s liver and is, therefore, is not strictly required in the canine diet. Many pet food companies take advantage of this and do not include added vitamin C in their dog food, however, additional dietary sources can be beneficial to a dog’s immunity, skin health and collagen formation in joints. Foods containing vitamin C include berries, potatoes (skins), green leafy vegetables and tomatoes. Although always check which foods are suitable to be fed to dogs as part of a balanced diet.

Roles: Protection from free-radical damage, joint health and immune support. Can assist in the absorption of iron.
Deficiency: Can lead to impaired immune function and slower skin healing.
Toxicity: High amounts are thought to have a laxative effect and can cause diarrhoea. As a water-soluble vitamin, vitamin C is easily excreted by the body. Too much vitamin C in the diet may impair vitamin B12 absorption. 
Vitapaws products found in: VitaMind for DogsEyeWell for DogsJointAid Plus for Dogs

For further reading, advice on which foods to feed and guidelines on the amount of each nutrient that’s recommended daily for a dog, visit the FEDIAF* website and download the nutritional guidelines for cats and dogs. 
*the trade body representing the European pet food industry



References
DSM (2018) Riboflavin [online]. Accessed at: https://www.dsm.com/markets/anh/en_US/Compendium/companion_animals/riboflavin.html
FEDIAF (2018)  FEDIAF Nutritional Guidelines for Complete and Complementary Pet Food for Cats and Dogs [online]. Available at: http://www.fediaf.org/self-regulation/nutrition.html (accessed 03.01.2019)
Frigg, M., Schulze, J., & Völker, L. (1989). Clinical study on the effect of biotin on skin conditions in dogs. Schweizer Archiv fur Tierheilkunde, 131(10), 621-625.
Kritikos, G., Parr, J., & Verbrugghe, A. (2017). The Role of Thiamine and Effects of Deficiency in Dogs and Cats. Veterinary sciences, 4(4), 59.
National Research Council. 2006. Nutrient Requirements of Dogs and Cats. Washington, DC: The National Academies Press. https://doi.org/10.17226/10668.

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Giving Back Travel App Set To Transform Traditional Tourism – ‘Walk It Your Way’ with Hidden Trax

Set to revolutionise how tourists and locals explore a city, Hidden Trax delivers the ultimate authentic city experience, through a series of experiential podcasts curated and delivered by local legends. Blending insider knowledge, independent businesses, and vibrant local voices to create original guides to hidden favourites. The experiences, or ‘Trax’, range from captivating stories and pavement adventures to insider tips and walking tours catered towards a specific interest. From coffee culture and record shops to neighbourhood haunts and galleries – Hidden Trax teams up with local tastemakers to showcase the best, and often unseen, bits of the city, available to listen to from your smartphone or device, and ready to go whenever and wherever you are. 

Hidden Trax aims to support community and creatives through a collaboration initiative. Working with a creator, who can be anyone from artists, craftspeople, and local businesses to grassroots events organisers, expert residents, and tour guides, we support them in writing and recording their audio guide. With every paid listener, a creator receives 50% of the net revenue, resulting in Hidden Trax giving back directly into the community promoted. 

Each experience (Trax) is between 12 and 40 minutes long with a focus on delivering entertainment, storytelling, and information. The app allows the user to select a Trax based upon location or category and provides directions to the start point as well as a GPS map throughout. 

With a desire to turn tourism into a real benefit for the local community and its independents, Hidden Trax aims to draw visitors to the neighbourhood hubs that are loved by those who know the city best. By celebrating those who make a city unique, Hidden Trax champions investing locally and protecting the future of our communities.


Launching on the 4th of July 2019 with its first location, Edinburgh, a comprehensive selection of audio experiences will be available as a 6.99GBP subscription, including free app updates which will load new Trax to keep listeners up to date as the city evolves. Throughout an initial complimentary month to celebrate the launch, users will have more than 30 Trax available to choose from. 


Designed and developed by a growing team in Edinburgh, the app will launch on Apple with a Google version to follow. Select Trax will be available in French, Spanish, and Mandarin Chinese. Users will be able to sample a recording, filter preferences, and be guided via their GPS map for a smooth, user-friendly experience. 

Discover someplace new and walk it your way with Hidden Trax. 
www.hiddentrax.co

Notes:

Hidden Trax is delivered through a mobile phone application. A monthly subscription costs 6.99GBP while an annual subscription costs 12.99GBP and provides unlimited content access with up to 100 audio experiences per city and new content arriving every month. A one-month free subscription will be available throughout the month of July. 

Having launched in Edinburgh with over 30 audio experiences, Hidden Trax plans to expand to another 5 cities across Europe with the aim of being in 50 cities after three years. 



About Hidden Trax:
International tourism is growing at unprecedented rates. Globally, 2018 saw a 6% year-on-year increase to 1.4 billion tourists*, two years ahead of industry forecasts. Over-tourism in many cities is driving tourists to look for different experiences beyond the major attractions and away from the crowds.



City visitors want to make memories they can share, and locals are demanding more of a benefit from the tourism industry taking over the hearts of their cities. Simultaneously, podcast consumption is exploding: Spotify expect spoken word content to account for 20% of customer usage within five years**. 



Put these factors together and you have Hidden Trax: where culture-curious locals and intrepid travellers can experience the insider view of the city. 

John Maxwell, Co-Founder:
A global executive for UK and French publicly listed companies over the past 25 years, John has previously lived in China, Germany, Belgium, and the US. His experience is in growing new business units and managing large organisations as well as responsibility for marketing and business development which he translates to Hidden Trax. 



Donald Taylor, Co-Founder:
A global executive with Microsoft for over 20 years, Donald has lived in the US, India, and Germany. He has managed service delivery at a global level with large organisations and is experienced in regional and global start-ups and turnarounds. With Hidden Trax, Donald is responsible for content and app development

More than 1.5 million UK households could switch to an electric car today without compromise

•25,000 households’ car use researched by What Car?
•Sweet-spots of short journeys and off-street parking identified
•66% of households with an EV and petrol/diesel car prefer electric car
•To find the best new car deals, visit: www.whatcar.com/new-car-deals

Electric car ownership is the right choice for at least 1.5 million UK households today, according to a new study by Britain’s leading consumer champion and New Car Buying platform, What Car?.

That’s the number of multi-car homes in the UK with a sweet-spot combination of off-street parking for home-charging and at least one vehicle that never does more than 100 miles in a single journey.

What Car? approached 2310 current electric vehicle owners and a further 23,500 non-EV owners to understand how they used their cars on an everyday basis.

This research found that 17% of multi-car households have at least one vehicle that never makes a journey of more than 100 miles. Overlaying these numbers with the percentage that has a driveway for home-charging (88%), What Car? calculated that 1.56m households – of the 27m in the UK – could convert to a pure electric vehicle without any compromises today. This figure is set to increase as charging infrastructure and electric vehicle range increases in future years.

“Most drivers are aware of the drive towards electrification, but are uncertain whether the current cars and infrastructure can meet their needs: the evidence here shows that a significant proportion of households could make the switch without any compromise, and start enjoying the benefits of EVs – including travelling with zero emissions in near-silence, enjoying significant cost-savings through the year, and the potential for being free from congestion or clean air zone charges,” said Jim Holder, editorial director at What Car?

To further support the arguments for purchasing an electric car, a surprising two-thirds of households that already have one, as well as a traditional petrol or diesel vehicle, say they now use the EV as their main vehicle.

2019 has been labelled the year of the electric vehicle, with no fewer than 19 different pure battery powered cars hitting the showrooms. The latest is the Oxford-built all-electric Mini Electric, which launches this week. It is being revealed just months after What Car? awarded its coveted Car of the Year accolade to the all-electric Kia e-Niro – the first time that an electric car has won the award.

Electric car range varies according to battery size, but What Car?’s Real Range testing has measured 18 EVs with ranges from 57 miles to 259 miles. All but three of the 15 cars tested have a Real Range in excess of 100 miles.

Prices for new EVs with a range exceeding 100 miles start from around £18,000 when purchased with a separate battery lease, or £24,500 with the battery included. Most electric vehicles are leased, with typical monthly payments around £300, depending on the size of your deposit, according to What Car? Target Price Finance data. 

Sales of new electric cars hit a total of 9489 for 2019 at the end of May – up more 60% year-on-year but still less than 1% of the total market – bringing the total number of electric cars on UK roads to around 70,000. New models are being launched with increasing frequency, which suggests that exponential growth will continue, although What Car?’s research also highlighted that the majority of motorists’ perception of electric car ownership still lags a long way behind the reality.

“While it is clear that there is more work to be done to make electric cars even more affordable, and to increase charging and range capabilities so that even more households can own them compromise-free, it is also evident that the manufacturers and infrastructure providers are further ahead in providing answers to consumers’ questions than is widely recognised,” said Holder.

What Car? surveyed 25,000 visitors to its website from 14-28 June. The research was conducted independently by What Car? and supported by Mini.

Krispy Kreme introduces new ‘Throw Back’ Party range. Get the party started and celebrate all things 90’s with the new Party Ring, Chocolate Jazzie & Cookies & Kreme doughnuts

This July, if you wanna go back, (back to nineteen ninety-nine!), look no further than Krispy Kreme’s new Throw Back Party range, landing just in time for the summer holidays. 

On July 8th Krispy Kreme is launching its gleefully nostalgic range reminiscent of every 90s kid’s party spread… mmm(bop). But for those who can’t wait until launch day, Krispy Kreme is holding a pre-launch party in its stores on Sunday 7th July where customers can be the first to try one of the new 90’s inspired doughnuts for just 90p, as well as enjoying some classic board game fun! For those who can’t get down to store, mobile gamers can play 90’s inspired arcade games on Krispy Kreme UK Instagram and Facebook channels with a chance to win prizes. 

The limited edition retro collection with a modern twist will take those with sweet memories of their childhood to (gangsta’s) paradise, consisting of four party-treat inspired doughnuts:

-The Party Ring doughnut throws the Krispy Kreme classic original glazed back to the 90s by transforming it into two of the iconic party biscuits, dipped in candy floss icing 
-The next re-invention is a pick ’n’ mix favourite, the Chocolate Jazzie, filled with chocolate brownie batter, hand dipped in chocolate icing and finished with hundreds and thousands
-Inspired by a creamier biscuit, Cookies & Kreme is decorated with vanilla frosting and smothered in crunchy cookie pieces for an ultimate party classic 
-Finally, Krispy Kreme is bringing back the taste of 90’s summers with a new slushie and shake range including Tropical, Apple flavor slushies and an Oreo Kreme shake

Krispy Kreme are also helping to get the party started by offering customers the chance to buy any Throw Back Party doughnut and get another Throw Back Party doughnut FREE on Wednesday 10th July.

-ENDS-
For more information and hi-res imagery, please contact DeVries Global:
E: KrispyKreme@devriesglobal.com
T: 0207 067 0261

Notes to editors

•Krispy Kreme’s Retro Party doughnuts available nationwide from 8th July- 25th August 2019
•Party Ring RRP GBP 1.75
•Jazzie RRP GBP 1.90
•Cookies and Kreme RRP GBP 1.90
•Apple and Tropical Slushy RRP GBP 3.10 (regular)
•Oreo Shake RRP GBP 3.30 (regular)
•Pre-launch event is available in the following theatre stores: Bluewater, Braehead, Bristol, Edinburgh, Enfield, Gateshead, Leeds, Manchester, Peterborough, and Shannon Corner. NOT available in our Slough Theatre store. Products available at 90p in pre-launch offer are Party Rings, Jazzies and Cookies & Kreme. The offer is available on the 7th July 2019 only from 8pm until stocks last. Strictly subject to product availability, when they are gone they are gone! Limited to two single purchases per person from the new range at 90p each. Krispy Kreme UK reserves the right to change, cancel or amend offer at any time
•Krispy Kreme UK currently operates over 120 stores and has a presence in over 900 cabinets with retail partners. It entered the UK market in October 2003 in London and has since opened Theatre stores in Bristol, Bluewater, Edinburgh, intu Braehead, Enfield, Gateshead, Leeds, Manchester, Peterborough, Shannon Corner and Slough. To find your nearest store or cabinet go to www.krispykreme.co.uk
•Krispy Kreme UK can be found at www.krispykreme.co.uk
•To find your nearest store go to: www.krispykreme.co.uk/store-locator
•Purchase your doughnuts online through: Click and Collect www.krispykreme.co.uk/click-and-collect-doughnuts

New research to celebrate National Kissing Day reveals 2 in 5 Brits would be put off kissing a smoker

● 6 July 2019 is National Kissing Day 
● One in ten would prefer to kiss someone who had not brushed their teeth over a smoker 
● Change Incorporated encourages the UK to quit cigarettes for good

National Kissing Day is on Saturday 6th July 2019, the whole of the UK is preparing to slap on lip balm, stock up on mints, and hoping to practice their perfect pout; but there is bad luck for smokers that are hoping to get a smooch from someone special this National Kissing Day, as new research from Change Incorporated has uncovered that 53% of the UK would be put off kissing a smoker. 

The research conducted by new purpose-driven channel Change Incorporated, surveyed 2000 UK adults’ attitudes towards locking lips with a smoker and found that 10% of the UK were more likely to want to kiss someone who has not brushed their teeth, while others that were surveyed opted for a kiss with potential Prime Minister Boris Johnson (5%), US president Donald Trump (7%) or with someone who has just eaten garlic (18%), instead of smooching a smoker. 

The survey uncovered the five most common words used to describe kissing a smoker are smelly, a turnoff, disgusting, vile and dirty. Prospective partners were found to not only be aesthetically repelled by a smoker’s kiss, but were also concerned about the potential consequences to their health with 11% convinced a kiss will contribute to poor oral hygiene. 

The UK were also more inclined to kiss somebody with a cold sore than puckering up to someone smoking a cigarette. With smoking being the largest preventable cause of premature death in the world, the research reflects Change Incorporated’s national effort to encourage the UK to quit smoking for good. 

Perhaps just a hint as to why one in ten Brits have in the past checked if someone smokes before agreeing to meet them for a date and pointing to a bigger shift in society that smoking is losing its appeal due to the growing importance of maintaining their wellbeing and that of those around them. It also emerged that 35% of the UK would quit smoking cigarettes if they knew it would please a new partner. While 8% admit to being in a relationship that has struggled due to smoking. 

For more information, tips and advice on quitting cigarettes please visit: www.changeincorporated.com.

Social Media Contributing to Mental Health Problems, Research Finds

A new study has found that a fifth of GB adults who have used social media in the last 12 months experience mental health issues directly as a result of using social media.

The research, which was carried out by well-being brand Soul Analyse, and polled online by YouGov in June 2019, looked at the impact social media is having on people’s mental health.

2,004 GB adults – 937 men and 1,067 women – were asked about their social media behaviour, and feelings surrounding it.

The study revealed that 20% of adults feel depressed or anxious when using social media platforms.

When looking at different age ranges, the results indicate that younger people are more at risk of being negatively affected. More than 3 in 10 (31%) 18-24-year-olds said they felt anxious or depressed when using social platforms, and 58% said that social media makes them more likely to notice their flaws. 

The survey also found a correlation between those who use image filters and those who experience mental health issues. Of the people who said they felt anxious or depressed, 34% of those said they filter photos of themselves. When looking at people who use image filters when posting photos of themselves, just 15% of those stated they felt empowered when using social media.

“With the invasion of filters, the pictures we see online are not representative of reality and it can be difficult to distinguish between what’s real and what’s not. This is no doubt causing body image issues, especially among young people,” said Stephanie Dunleavy, Co-Founder of Soul Analyse. “The research shows that people are turning to filters to change the way they look but instead of fixing the problem, this is just going to give them more unrealistic standards to live up to. I believe the answer lies in changing the way we feel about ourselves through self-acceptance, rather than changing the way our body looks.”

Interestingly, when looking at how much time people dedicate to social media, there is a link between time spent online and happiness. Of the people who spend 6-10 hours a week viewing other people’s content online, 41% reported being happy, compared to 33% of those who spend 11-15 hours and 30% of those who spend 16-20 hours.

When analysing different social media channels, the survey found that SnapChat is the biggest culprit for negatively affecting the way people feel about themselves. More than a third (34%) of respondents who use the multimedia messaging app say they feel less confident about their body as a result of using social media. Instagram was not far behind with 28%, Twitter 24%, whereas Facebook was 21%.

The survey looked at patterns between mental health and comparing lives to others online. Of those who admitted to comparing themselves to celebrities and influencers, 45% said they felt anxious or depressed. 72% of people who cited that they compare themselves to celebrities and influencers said that they notice their flaws more, and a huge 81% said they feel pressure to improve their appearance.

When asked about comparing themselves to their friends, the study found that the majority of those who do, feel more negatively towards their body. 60% of respondents said they feel pressure to improve their appearance and 56% said they notice their flaws more.

Dunleavy continued: “The survey results provide a snapshot view of how harmful social media can be. We have to acknowledge the fact that these hugely popular platforms are potentially very damaging to people’s mental health. Online influencers have a moral responsibility here, particularly when it comes to impressionable minds; the research shows that young people feel a lot worst about themselves when they look at celebrities and influencers online, and this needs to be addressed.”