Advertising food is dangerous for children
Last reviewed: 23.04.2024
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Recently, the world's first analysis of the advertising of foods high in fat, sugar and salt, focused primarily on children. Based on the results of the analysis, a report was provided by the WHO Regional Office for Europe, in which experts urge policy-makers to recognize that advertising food with digital technology is a problem and take urgent measures to control.
Prevention of obesity, especially child, for each country is a priority. But, in spite of this, hidden methods of advertising food products are not effective for their health every day. The head of the WHO Regional Office for Europe Suzanne Jacab noted that the specialists in their report described in detail the consequences of such influence on children, and most parents do not even know how dangerous it can be. According to experts, politicians should now not only recognize the situation as a threat, but take urgent measures to reduce the impact of advertising on children.
In many countries, there are no measures to control digital advertising and children often become victims of unobtrusive advertising through social networks or advertising games.
Almost all scientists believe that it is the advertising of food plays an important role in the development of obesity. Actively promoted on TV, radio, on the Internet food products contain a large amount of sugar, fats, salts and are much cheaper than healthier food. In one study, experts have shown that advertising food affects the preferences of children when choosing food and promotes the formation of taste habits that can lead to obesity.
In the digital environment for marketers, there are a lot of tricks, because this one of the few areas is practically not controlled by the state. In addition, online advertising can be aimed at a specific audience, take into account the interests of individual children and their social environment. On the Internet, such advertising is one of the most effective instruments of influence. Often to adults, such advertising information simply does not reach or the parents do not control which sites their child visits. That's why many parents do not realize how serious the situation is. Thanks to modern technologies, digital platforms receive a lot of data about users, which allows you to select the behavioral advertising with maximum accuracy. For example, mobile phones receive geolocation data and advertising can arrive on the device at a time when the person is located near the place where the advertised product is sold.
Often companies - game organizers cooperate with restaurants, cafes, etc. For holding various events and attracting customers.
It should be noted that advertising through digital technologies can use advertising games, social networks and even children's animated films, in addition, often the advertisers resort to the help of well-known videoblogers to promote their products. Such advertising can be presented to children as simple entertainment, a way of communicating with friends, but at its core advertising harmful food helps to form in children the habit of malnutrition and contribute to obesity.
To date, the problem of childhood obesity is quite acute in almost every country. According to statistics, more than half of the children (up to 12-14 years old) living in the European region already have excess body weight, and, as you know, extra pounds can trigger the development of cardiovascular pathologies, diabetes, cancer. Such figures are truly horrific and further connivance of food advertisers can lead to serious health problems for children in the future.
WHO experts note that it is necessary to urgently protect children from the effect of advertising harmful foods. Digital technologies certainly have a number of advantages, but they should not influence health and invade private life, "planting" certain preferences.
Politicians should immediately work on the development of laws that would protect children from the harmful effect of advertising food products not entirely beneficial to their health.
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