COVID-19 pandemic has impact on many aspects of social life. Thepaper discusses the potential effect of the pandemic on fertility. It is based on the theoretical analysis of the impact of the past pandemic of modern world (Spanish flu) on the fertility and po-tential mechanisms which will be at play in the post-COVID-19 pandemic fertility tra-jectory. The paper also overviews the most recent demographic fertility and family sta-tistics, which show that fertility and marriage rates decreased in Lithuania significantly during the first year of the pandemic. Thesurvey results from 2021 reveal that fertility intentions in the cohort 1985–89 were delayed by approximately 25%. It is concluded that fertility will be mostly affected by the way the state and society will solve the issues related to gender roles in the family, gender equality in labour market, social capital and trust, all of which had been challenged by the pandemic.

The aim of the Lithuanian Health Programme is to achieve a longer life expectancy and better public health. It has long been recognised that the digital space can be a proper medium for content designed to influence consumer behaviour. It is likely that well-designed advertising solutions could contribute to improving public health by providing the necessary information and increasing health literacy, which according to various studies, later evolves into better habits. Although we see a lot of different messages on the Internet every day. It is often not interesting and drowned in the abundance of information. Therefore, for some time now in the scientific literature, we have been analysing the advertising medium, to observe the characteristics and functions of content that will contribute to effective advertising solutions. However, research-based insights into the advertising content that could contribute to shaping an indivudual‘s health care habits are still lacking. This paper seeks to answer the question of what types of advertising content contribute to the formation of personal health care habits. For this purpose, an analysis of the scientific literature and empirical research is performed. On the basis of the results of the latter, the contents of advertising solutions that can contribute to primary insights into the formulation of personal health care habits are formulated. In the first part of the paper, the concept of advertising content, as well as the content forms, types and rules are presented. This is done in order to refine the possibilities of using advertising content in the formation of good health care habits. The formation of health care habits is also analysed to reveal the specific details of such habits, which are characterised by the fact that conscious break is required before the automatism inherent in the habit. Such a break is influenced by self-control; furthermore, self-control[...]