La Childhood obesity It's a real problem that can affect even the youngest children. But the greatest efforts made by parents and educators may be insufficient when advertising begins to make its impact on children. You can limit your child's viewing time—although it's not easy—but reducing or eliminating its influence is another matter entirely. That's more difficult. Establish healthy eating guidelines Since childhood, it is a challenge for the whole family, especially for those who have to fight daily against the influence of advertising. For the World Health Organization (WHO) this is a major problem, and that is why it has asked European countries to establish stricter regulations for the regulation of the marketing and advertising of foods rich in saturated and trans fats, sugars and salt, with the aim of fight against childhood obesity. From the WHO, Gauden Galea, director of the organization's health promotion division in Europe, says that "Given the current epidemic of childhood obesity, there is no justification to market products that have little nutritional value and contribute to unhealthy diets." And she's right. In the words of Zsuzsanna Jakab, Director of the WHO Regional Office for Europe, "millions of children Throughout the European region, they are subject to unacceptable trade practices; therefore, governments must update their policies to address the childhood obesity epidemic in the 21st century. To do so, it is essential to increase restrictions on the marketing of products high in fat, sugar, and salt. To combat the adverse effects that advertising has in the childhood eating habits, the WHO regional office for Europe has announced the launch of a tool to help European countries reduce the Marketing to children of foods high in fat, sugar, and saltThe WHO has developed a model that establishes 17 types of foods according to their nutritional composition and also sets maximum thresholds for the content of these elements, beyond which the products are not recommended for sale. The WHO warned in a statement that, despite the progress made in some countries, government action to reduce marketing is not optimal, and children are regularly exposed to advertisements for foods and beverages high in energy or saturated fat. In this regard, the European office of this organization, based in Copenhagen, recognizes that it is a challenge to identify foods whose marketing should be restricted, but emphasizes the need to take action because 27% of 13-year-olds in the region and 33% of XNUMX-year-olds suffer from obesity. The report already includes Marketing Foods High in Fat, Salt, and Sugars for Kids: 2012-2013 Update The WHO report presented a few years ago found that advertising campaigns for many unhealthy foods are directly targeted at children. The report also demonstrated that the marketing of these types of foods has already had harmful consequences for children throughout the Region, such as an increased risk of obesity and the development of diet-related non-communicable diseases. As Zsuzsanna Jakab points out, “Children are surrounded by advertisements urging them to consume foods high in fat, sugar and salt, even when they are in places where they should be protected, such as schools and sports facilities; this makes them especially receptive and vulnerable to messages that lead to unhealthy choices.” Not in vain, Advertising and marketing campaigns cause children to recognize brand names as early as age 4, and overweight children to respond to the presence of branded foods by increasing their consumption. The report also reveals how the food industry uses increasingly innovative marketing channels, such as social media and applications mobile advertising specifically targeted at children. However, television remains the dominant advertising medium, accounting for more than two hours a day of European children and adolescents' lives. As the WHO points out, "There is a strong relationship between watching television and childhood obesity since the most frequently advertised products are those rich in fats, sugars or salt, the most advertised being soft drinks, sugary cereals, cookies, confectionery, precooked dishes and food chains fast ”. Furthermore, various independent analyses confirm that About one in five advertisements aired during the day is for food or drink. and which is concentrated in times with high child audiences. It is estimated that many minors may come to see dozens of daily ads on television, a figure that increases significantly throughout the year, and that Four out of five products advertised in children's spaces are unhealthyThis pattern is reinforced by increased screen exposure in low-income households, which exacerbates health inequalities.
Scientific evidence: the effect of advertising in minutes
The latest research shows that a very brief exposure (about 5 minutes) to advertisements for ultra-processed foods may increase the energy intake of children and adolescents around 130 kcal in the same dayThe finding is consistent with all formats (television, social media, podcasts, radio, billboards, digital signage) and occurs even when the food consumed after They are not the ones advertised, which reveals a clear appetite-stimulating effectA key fact is that “brand-only” ads (without showing products) have a similar impact to product ads: exposure to the logo or jingle is enough to increase consumption. Furthermore, the response is higher in children with higher BMI, while socioeconomic status does not significantly modify the effect. On a global scale, UNICEF warns that One in ten children and adolescents lives with obesity and the total figure has soared to tens of millions, becoming the most common form of malnutrition in school-age children, ahead of underweight.
Self-regulation or law: the debate in Europe
In Europe, many governments are tightening the rules because they consider the system insufficient self-regulation industry (such as the so-called “EU Pledge”, whereby companies set and monitor their own rules). Consumer organisations stress that there is a great gap between scientific evidence and what these practices allow. The advertising industry counters that, once assumed, these commitments are corporate and enforceable; however, data on childhood exposure and health have not improved at the necessary pace. European countries have adopted or proposed bans on advertising directed at minors for products such as chocolate, spreadable sweets, energy drinks and fast food with excess fat and salt; they are also planned sanctions for repeated breaches and vetoes of marketing content that, even if "aimed at adults", end up impacting children. The role of the Audiovisual Media Services Directive, which promotes co-regulation and self-regulation through codes of conduct, as opposed to the need for binding legislation On a European scale, the epidemiological picture is overwhelming: almost one in three minors on the continent is overweight or obese, a trend incompatible with a lax approach.
Spain: TV exposure, social media, and the scope of the PAOS Code
In Spain, various studies show that minors are overexposed to advertisements for hamburgers, pizzas, soft drinks, industrial pastries and other products low nutritional quality, both on general channels and on children's themed channels. In broadcasts aimed at children, averages close to 16 food ads per hour, which amount to 25 per hour on general channels. Thematic channels are dominated by baby food and dairy products, while in generalists they lead fast food restaurants and supplements. Despite codes and standards, the trend has been towards increase in advertising volume, suggesting insufficient control. The TV and their daily presence explain much of this overexposure. PAOS code, a self-regulation instrument for advertising aimed at children, has been criticized by not assessing nutritional quality of what is announced nor limit the broadcast frequency, In addition to its irregular applicationExperts and entities call for transforming this framework into a enforceable regulations, with effective controls also in schools and special attention to digital environments such as video games, applications and social networks, where today there is practically no specific supervision.
Calorific and nutrient footprint of marketing
Beyond the +130 kcal associated with brief exposure, other longitudinal analyses find that each additional junk food ad viewed per week is related to a increase of 350 kcal per week in the consumption of products high in fat, sugar, and salt. In Spain, population reports indicate that more than eight out of ten Children aged 8 to 16 are frequently exposed to advertising for unhealthy foods and beverages; six out of ten are hit by fast food more than six days a week or even several times a day. Exposure is associated with higher energy intake and critical nutrients: around +60,4 kcal/day for fast food, +47,9 kcal/day for pastries and sweets, +3,2 g/day of sugar y +111,6 mg/day of sodium from these products. Accumulated between the ages of 8 and 16, this can amount to around hundreds of thousands of extra kilocalories y tens of kilos of sugar added to the diet. The exposure pattern is greater in those who spend more time in front of screens, and the response to advertising is especially intense in children with higher BMIs.
Children with obesity are at greater risk of Insulin Resistance, hypertension, type 2 diabetes, cardiovascular disease and certain cancers in adulthood.
What can parents do to prevent childhood obesity?
It's very difficult to resist advertising. The key is set an example, but not just eating well at home, but also when we go out, with or without the children. But even more important than food, if possible, is the establishment of healthy routines that include full meals, Daily exercise and promoting leisure activities based on personal development and the enjoyment of healthy activities. This will not only foster healthy eating habits but also promote an awareness of self-care, which will help them become better prepared to deal with other types of equally dangerous advertising influences, such as those offered by tobacco and alcohol companies.
In addition, it is advisable to reinforce practical and educational barriers at home:
- Screen-free environment during meals and establishment of Routines of schedules, purchasing and cooking that prioritize fresh foods.
- Active mediation: Talk to children about the persuasive purpose of advertising and practice critical thinking to messages from brands, influencers and promotions.
- digital parental control y profile configuration children on platforms to reduce commercial impacts and block content categories.
- Leisure planning with attractive alternatives to screens (sports, music, reading) and daily physical activity adapted to age.
- Conscious shopping: Check labels, limit products high in salt, sugar, and fat, and avoid bringing home items you don't want to consume daily.
- Coherence away from home: Agree on healthier options when eating out and avoid always associating going out with fast food or sugary drinks.
In the school and community setting, families can coordinate to request balanced menus, restrict Vending machines with unhealthy products and promote sports accessible. Collaboration with parent associations and the schools themselves is key to securing spaces where children should be protected.
WHO Tools and Standards for Governments
The WHO proposes a 17-category model of foods with nutritional thresholds Maximums that determine which products should not be advertised to minors. Effective implementation requires: clear definitions (including “brand-only” ads), coverage by all media (TV, digital, outdoor, sponsorships), independent monitoring, and sanctions for non-compliance. It is important to close gaps in cross-border marketing and in digital platforms, and incorporate restrictions in schools and sports facilities. Harmonize these criteria with policies of labeled and healthy food environments It multiplies its impact. Effectively closing regulatory gaps, combined with family and school action, significantly reduces exposure to messages that encourage people to eat more and worse, and helps children develop skills to relate to food in a way that is both independent and healthy.
