Policies to Protect Children from the Harmful Effects of Food Marketing

     I would like to begin by recalling the four unchanging principles of contemporary medical ethics, dating back to Hippocrates: autonomy, non-maleficence, beneficence, and justice. In this article, the focus will primarily be on the principle of non-maleficence.

Prophylaxis, or preventive healthcare services, aims to prevent illnesses before they occur by addressing the underlying causes. It is, therefore, the most valuable form of treatment. Identifying individuals' risks, implementing preventive measures tailored to their living conditions and physiological state, and raising awareness are of vital importance. These responsibilities lie with healthcare professionals and parents alike.


Creating awareness is the first step in preventive care. While raising awareness in adults is crucial, driving behavioral changes can be challenging due to years of harmful habits. This is why childhood is such a pivotal period for education and reinforcement. However, alongside parents and healthcare professionals, governments also bear a significant responsibility in this matter. Developing policies that ensure access to psychologists, physical therapists, and dietitians, while improving preventive healthcare services, is not only a way to enhance individuals’ quality of life but also a sound economic strategy for reducing the financial burden of diseases on states.

In light of this, I will now highlight some key points from the World Health Organization’s recent guidelines, published this July, on protecting children from the harmful impacts of food marketing.

Key Observations from WHO Guidelines

    Food marketing strategies predominantly target unhealthy foods—those high in saturated fats and sugars—rather than nutritious options. These strategies are most prominent around schools, sports clubs, during children’s television hours, and in magazines popular among youth.

The primary aim of these marketing tactics is to generate demand. To achieve this, advertisers strategically place visual and auditory stimuli in environments that attract children’s attention. Consequently, children are often drawn to these stimuli and integrate them into their daily diets. This issue requires immediate intervention, with schools, clubs, and parents collaborating on awareness campaigns. Yet, it is unlikely that commercial broadcasters and magazines will willingly change their practices unless they are compelled to do so. Thus, the state must step in as a regulatory authority.

Rather than relying on voluntary actions from brands, the WHO advocates for mandatory policies promoting an exemplary dietary profile. Limiting the use of animations and characters that attract children’s attention in advertisements can also have a positive effect.

It is worth noting the clever and manipulative nature of food marketing strategies. For example, we rarely see broccoli "advertising itself" as healthy. On the other hand, many packaged foods claim health benefits, building entire campaigns around these declarations. This can create a false sense of security among consumers, discouraging critical reflection. It is important to remember that not long ago, margarine was marketed as healthy—a claim we now reject.

The WHO also highlights that children from lower socioeconomic backgrounds in high-income countries are disproportionately exposed to such marketing compared to their wealthier peers. Implementing strict policies could help address health inequalities.

This observation is supported by everyday realities: products rich in saturated fats, trans fats, and sugars tend to be cheaper. Parents facing economic hardship often prioritize “satiety,” opting for less expensive, calorie-dense foods. In such households, children not only adapt to these eating habits but also reinforce them over time.

The Role of Governments and Industry Resistance

    Societies generally respond positively to state-imposed restrictions, whereas industries often oppose them. However, the WHO emphasizes that children's welfare—not industry interests—should be prioritized. This aligns with international children’s rights.

It is crucial to remember that industries are not concerned with public health. Even when they appear to be, their actions are often motivated by improving brand value. Therefore, always research whether the institutions, organizations, or individuals you trust are industry-funded.

Finally, while regulations on television advertising are essential, they must also extend to digital platforms, where marketing strategies often go unchecked.

SOURCE:
Policies to Protect Children from the Harmful Impact of Food Marketing: WHO Guideline, ISBN 978-92-4-007541-2 (electronic version), World Health Organization, 2023.

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