The World Health Organization (WHO) has recently published new guidelines aimed at aiding countries in shaping policies that protect children from the harmful impacts of food marketing that encourage unhealthy dietary choices. Specifically, these guidelines recommend the use of comprehensive mandatory policies to limit the marketing of foods and non-alcoholic beverages that are high in saturated fatty acids, High trans-fatty acids, sugars and salt (HFSS) to children across all age groups.
Policy Recommendations to Safeguard Children from Harmful Food Marketing
Comprehensive mandatory policies that restrict the advertisement of HFSS foods should be implemented, covering various marketing channels such as TV, radio, print, online platforms, social media, mobile devices, games, schools, public spaces, and points of sale. The age limit for protection should be set at 18 years, aligning with the Convention on the Rights of the Child.
Furthermore, the guidelines recommend that a nutrient profile model should be used to define HFSS foods and beverages. This model should be based on scientific criteria adapted to the specific context of each country, taking into account its nutritional situation, cultural context, locally available foods, dietary customs, resources, governance structures, and existing mechanisms.
The Importance of Implementing these Guidelines
The implementation of these guidelines is important for several reasons. Firstly, they provide evidence-informed guidance to protect children from harmful food marketing, addressing gaps and challenges in current policies and highlighting the need for stronger regulations.
Secondly, these recommendations respond to the urgent need for action due to the increasing burden of childhood obesity and non-communicable diseases. Childhood obesity rates are projected to rise, creating a significant public health concern.
Thirdly, research has shown that childhood obesity is associated with increased mortality in adulthood. Therefore, implementing effective policies can help mitigate long-term health consequences.
Finally, these recommendations prioritize the best interest of children, ensuring their right to health and adequate food. Policies aimed at curbing harmful marketing practices ultimately benefit children’s well-being.
Harmful Effects of Food Marketing on Children
Food marketing uses persuasive techniques to influence children’s food attitudes, preferences, and consumption. HFSS foods are the primary focus of food marketing and are linked to increased risks of obesity, diabetes, cardiovascular diseases, and dental caries.
Food marketing affects children’s food choices by promoting unhealthy options over healthier ones, increasing the frequency and amount of HFSS foods consumed. It also displaces the consumption of nutritious foods like fruits and vegetables and undermines parental influence on healthy eating.
The UN Convention on the Rights of the Child (UNCRC)
The UNCRC is a treaty adopted by the United Nations General Assembly in 1989. It recognises a child as any human being under 18 years old, and lays out the civil, political, economic, social, and cultural rights of every child. These rights include the Right to Education, the Right to Rest and Leisure, and the Right to Protection from Mental or Physical Abuse.
India ratified the UNCRC in 1992 and has committed to implementing its principles and provisions through domestic laws, policies, and programs.
Conclusion
It’s clear that the new WHO guidelines are a necessary step in addressing the rising rates of childhood obesity and the negative impact of HFSS food marketing on children’s health and dietary habits. By implementing these guidelines, countries can take a significant step towards protecting the well-being and rights of their young citizens.
