how online body shaming harms teenage girls

You’re so ugly it hurts.

Maybe if you lost some weight, someone would actually like you.

No filter can fix that face.

These are the sorts of comments teenage girls see online daily, via social media, group chats, or anonymous messages. While some may dismiss this as teasing, these comments constitute appearance-related cyberbullying.

Our previous research shows appearance-related cyberbullying is one of the most common and harmful forms of online abuse of young people. It not only hurts feelings – it changes how teens, particularly girls, see themselves.

In a new study, we’ve looked at brain images of teenage girls viewing appearance-related cyberbullying. We’ve found even just being exposed to online body shaming directed at others can activate regions of the brain linked to emotional pain and social threat.

What is appearance-related cyberbullying?

Appearance-related cyberbullying is any online behaviour that targets the way someone looks. This includes comments about their face, clothes or body. It often happens in public forums, such as comment sections or social media posts, where other people can see it, join in or share it.

The most damaging type focuses on someone’s body, such as their weight, shape or size. These messages don’t need to be long or explicit to hurt. Sometimes a single word, hashtag or even emoji is enough.

While appearance-related bullying can affect anyone, previous studies have shown teenage girls are particularly vulnerable.

During adolescence, the brain is still developing – especially the parts that shape self-esteem and help us make sense of how others see us. This means teenagers can be more affected by what people say about them.

What’s more, girls often feel strong societal pressure to look a certain way. This combination makes body shaming especially harmful.

How common is it?

In a survey of 336 teenage girls we published last year, 98% had experienced some form of cyberbullying. For 62% of them, the abuse targeted their appearance.

Most of those girls said this bullying had lasting effects on their body image and mental health, with 96% saying it made them want to change how they looked. More than 80% felt they needed to consider cosmetic procedures.

Studies from around the world have shown appearance-related cyberbullying is a strong predictor of body dissatisfaction, which is one of the biggest risk factors for eating disorders in teenage girls.

What does it do to the brain?

To understand how body-shaming content affects girls on a deeper level, we designed a brain imaging study.

First, we created a set of social media posts based on typical comments teenage girls see online. Some posts were neutral, while others included body shaming comments.

More than 400 girls rated how realistic and emotionally powerful these posts were. This helped us validate the content so it could be used in current and future studies on how young people respond to body shaming online.

We then invited 26 girls aged 14 to 18, from the Longitudinal Adolescent Brain Study – a five-year research project at our university seeking to better understand how the teenage brain develops and how this relates to mental health – to take part in a brain scan study.

We used functional MRI, a technique that shows which areas of the brain are more active during certain experiences. Alongside the scans, participants completed questionnaires about their recent experiences of cyberbullying and their body image.

When girls viewed body-shaming posts, we found certain brain regions “lit up” more than others. These included areas involved in emotional pain, self-image, and social judgement. These are regions the brain uses to interpret how others see us, and how we deal with feelings such as shame or rejection.

Girls who had recently been cyberbullied showed more activity in memory and attention regions. This suggests they were reprocessing earlier, painful experiences. Girls with more positive body image, meanwhile, showed calmer, more regulated brain responses, suggesting healthy self-image might be protective.

Girls are affected even when they’re not targeted

Notably, the girls in our study were viewing posts aimed at others – not being subjected to bullying directly. But even so, we saw changes in the way their brains reacted, and how they felt about their own bodies seemed to affect these reactions.

This tells us something important: body-shaming content doesn’t just hurt the person it targets. When appearance is constantly judged and criticised, it can change what girls think is normal or acceptable. It may also affect how their brains respond to social and emotional situations.

What needs to change?

Appearance-related cyberbullying is not just about teenage conflict. It’s a wider, societal issue. Social media platforms reward content that grabs attention, even when it causes harm.

All of this is happening during a sensitive period of brain development, where social feedback shapes how teenagers see themselves and others.

To reduce harm, we need to act on multiple levels:

• start early: while some schools offer lessons on body image and online safety, these topics are not taught consistently. Many young people say they want more support in dealing with appearance-related pressure online

• support parents and educators: adults need tools, resources and language to talk with young people about what they see online, without shame or blame

• hold platforms accountable: social media companies should strengthen reporting systems, and better moderate content that may promote appearance-related abuse such as “before-and-after” posts or other viral trends that target how someone looks

• celebrate all body types: schools, media and influencers can help by showing real people with different body types and focusing on strengths such as kindness, talent, or what bodies can do.

Adolescence is a time of major change in how teenagers think, manage emotions and build relationships. What teenagers experience during these years can shape how they see themselves and understand the world.

Online body shaming may seem like just words on a screen. But if we want the next generation to grow up confident and well, we need to take it seriously.

In Australia, if you are experiencing body image concerns, you can contact the Butterfly Foundation’s national helpline on 1800 33 4673 (or use their online chat).