Food advertisements are dangerous for children

The world’s first analysis of HFSS food advertising, targeting mainly children, has recently been released by the WHO Regional Office for Europe, calling on policymakers to recognise that digital food advertising is a problem and take urgent action to control it.

Prevention of obesity, especially childhood obesity, is a priority for every country. But despite this, children are exposed to hidden advertising techniques for food products that are not entirely healthy for them every day. The head of the WHO Regional Office for Europe, Suzanne Jakab, noted that experts in their report described in detail the consequences of such influence on children, while most parents do not even imagine how dangerous it can be. According to experts, politicians should now not only recognize the current situation as a threat, but also take urgent measures to reduce the influence of advertising on children.

In many countries, there are no measures to control digital advertising and children are often victims of unobtrusive advertising through social networks or ad games.

Almost all scientists believe that it is food advertising that plays a significant role in the development of obesity. Food products actively promoted on TV, radio, and the Internet contain large amounts of sugar, fat, salt, and are much cheaper than healthier food. In one study, experts proved that food advertising influences children's preferences when choosing food and contributes to the formation of taste habits that can lead to obesity.

There are many techniques for marketers in the digital environment, since this is one of the few areas that is practically not controlled by the state. In addition, online advertising can be targeted at a specific audience, taking into account the interests of individual children and their social environment. On the Internet, such advertising is one of the most effective tools of influence. Often, such advertising information simply does not reach adults, or parents do not control what sites their child visits. This is why many parents do not realize how serious the current situation is. Thanks to modern technology, digital platforms receive a lot of data about users, which allows them to select behavioral advertising with maximum accuracy. For example, geolocation data comes from mobile phones and advertising can be sent to the device at the moment when a person is near the place where the advertised product is sold.

Often, companies that organize games cooperate with restaurants, cafes, etc. to hold various events and attract customers.

It is worth noting that advertising using digital technologies can use advertising games, social networks and even children's cartoons, in addition, advertisers often resort to the help of famous video bloggers to promote their products. Such advertising can be presented to children as simple entertainment, a way to communicate with friends, but in essence, advertising of unhealthy food products helps to form the habit of eating unhealthily in children and contribute to obesity.

Today, the problem of childhood obesity is quite acute in almost every country. According to statistics, more than half of children (up to 12-14 years old) living in the European region are already overweight, and, as is known, extra pounds can provoke the development of cardiovascular pathologies, diabetes, and cancer. Such figures are truly horrifying and further connivance by food advertisers can lead to serious health problems in children in the future.

WHO experts note that it is urgent to protect children from the influence of advertising of harmful food products. Digital technologies certainly have a number of advantages, but they should not affect health and invade privacy, “imposing” certain preferences.

Politicians should urgently work on developing laws that would protect children from the harmful effects of advertising food products that are not entirely healthy for them.

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