Marketing of unhealthy food is putting children’s health in jeopardy

It is estimated that 13% of South African children aged between six and 14 are considered obese.

This number has doubled in less than a decade.

The World Health Organisation (WHO) as well as Healthy Living Alliance (HEALA) attribute this significant increase to marketing strategies employed by the food industry to market unhealthy food to children.

In the web series ‘Chew on This’, a mother of a five-year-old daughter, Vuyiseka Mangele, voiced her concern regarding a popular chocolate-flavoured breakfast cereal.

“Despite my efforts to keep her diet healthy, by avoiding sugar-laden foods and instead focusing on whole grains, she now seems to be more attracted to the characters on the box than the food itself,” said Mangele.

“I feel relentless marketing aimed at kids has shifted her tastes in ways that are hard to reverse.”

The series’ third episode featured a panel discussion where industry experts explored tactics often used by the food industry to market ultra-processed products to children, a practice they believe is contributing to the country’s growing epidemic of childhood obesity.

HEALA’s Dr Petronell Kruger cited the use of popular sports figures and popular movie characters to promote sugary drinks and snacks to children are not just influencing children’s choices, but shaping their eating habits for life.

“Kids are growing up believing that consuming these unhealthy products is normal, but do not understand the lifelong consequences it may have on their health,” she said.
According to David Harrison from the DG Murray Trust, the South African food landscape is rife with food inequalities.

“We live in a country of extremes. Some children suffer from severe malnutrition, with approximately 1 000 dying of acute malnutrition, annually,” he said.

“On the other hand, we see a rising number of children whose growth has been stunted and overweight due to diets that are high in starch but low in essential nutrients.
“This is a direct result of the cheap, unhealthy foods that are readily available.”

Lori Lake, a communication and education specialist at the Children’s Institute (CI) at the University of Cape Town and a child rights legal advisor, highlighted the ethical concerns surrounding child-targeted marketing.

“Children are being bombarded with advertisements for ultra-processed food products that are high in sugar, salt, and saturated fat,” she said.

“These items are marketed in ways that appeal directly to their senses and emotions. Coupled with popular cartoon characters these marketing strategies capture their imaginations, yet it fails to mention how harmful these foods are to their well-being.

“By not telling the truth, we are violating children’s right to information about health and nutrition.”

Lake continued by saying that stronger regulations are needed to protect children from aggressive marketing practices.

The South African Department of Health has published regulations aimed at curbing the marketing of unhealthy food products.

“Regulation R3337 is a crucial step forward as it requires that food products containing unhealthy ingredients carry a warning label and cannot be marketed to children,” said Kruger.

“It further prohibits the use of mascots, cartoon characters or celebrities that appeal to children. These regulations align with WHO guidelines and are essential for protecting children’s health.”

HEALA urges the government to prioritise children’s health by fully implementing the regulation as part of a critical tool to fight against childhood obesity.
“WHO recommends regulating child-directed food marketing as a key strategy. By implementing these regulations, we can help reduce the prevalence of childhood obesity and alleviate the burden it places on our healthcare system,” says Kruger.

Add your voice by signing the HEALA online petition at https://awethu.amandla.mobi/petitions/don-t-delay-strong-warning-label-regulations

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