Abstract Despite the attention that moral media content has received for many years, thus far, no research has systematically investigated the moral foundations featured in (visual) user-generated content. This is important, as exposure to moral content may influence the relative salience of different moral foundations among consumers, with implications for their moral reasoning. This manual content analysis investigated the prevalence and consistency of the moral foundations represented in the Instagram profiles of the 59 most followed Western celebrities, athletes and influencers. The study coded 1,256 posts and 2,936 stories, documenting the exemplification of moral foundations and their links with sex,