Children’s exposure to the marketing of foods high in sugar, salt, and fat remains a major public health challenge in Europe. A report published following a workshop organized by the A Healthy Diet for a Healthy Life (HDHL) initiative and the World Health Organization – Regional Office for Europe (WHO/Europe) highlights the need for more coherent policies to limit the advertising of unhealthy foods targeting children and adolescents.
The event brought together representatives from ministries, researchers, and European organizations from around 30 countries, who discussed solutions to reduce the influence of marketing on young people’s food choices.
Digital Marketing Is Changing the Game
One of the key conclusions of the workshop is that digital marketing of unhealthy foods is evolving rapidly, while public policies are struggling to keep pace with these changes. Online platforms, social media, and modern promotional strategies allow the food industry to reach children more easily than ever before.
Children and adolescents are considered a vulnerable audience because they do not always have the cognitive ability to fully understand and critically evaluate advertising messages. For this reason, experts believe that clearer rules are needed to limit their exposure to such advertising.
Lack of Accountability and Political Commitment
Workshop participants emphasized that there is a lack of accountability and coordination among key stakeholders, including governments, the food industry, and public institutions. The report highlights that this lack of responsibility and political commitment contributes to the continued aggressive marketing of unhealthy products to young people.
In addition, experts argue that current regulations are not sufficient to control the advertising of foods high in fat, sugar, and salt, commonly referred to as HFSS foods (high in fat, sugar and salt).
Recommendations for More Effective Public Policies
During the workshop, experts formulated several recommendations to improve policies addressing the marketing of foods to children. These include:
- setting clear and achievable policy objectives
- strengthening collaboration between researchers, authorities, and civil society
- developing effective tools for monitoring food marketing
- implementing tools such as CLICK-monitoring, which can help member states track children’s exposure to online food advertising.
These measures could support a more effective implementation of WHO recommendations aimed at reducing the impact of unhealthy food marketing on children.
Why Regulating Food Marketing Matters
Public health organizations emphasize that marketing of unhealthy foods influences children’s dietary preferences and may contribute to an increased risk of obesity and chronic diseases later in life.
In this context, European experts stress that urgent implementation of existing policies and monitoring tools is essential to protect children’s health and to create a healthier food environment.
Full article available here: HDHL.