BUSINESS

Food advertising. In early February, the WHO released a publication on the scope and nature of food advertising to children, conducting a review of 143 studies published between 2009 and 2020. This document revises an earlier publication on the status of food advertising by the international body in 2009. It is also the kick-off for reviewing and renewing WHO guidelines on the subject. 

The analysis reveals that food advertising promotes unhealthy foods. In some of the studies surveyed by WHO, the proportion of food marketing of unhealthy foods was generally higher than 50% of the total, and in other studies it was higher than 90%. Highly advertised foods include fast food, sugary drinks, chocolate, confectionery, savory snacks and desserts. 

The paper suggests that, despite the 2010 WHO set of recommendations on the marketing of foods and non-alcoholic beverages to children, the marketing of foods that integrate less healthy diets is most prevalent in settings where children gather and in television advertising.

Also, the review includes contemporary marketing techniques, such as advertising through digital media and social networks, where more engagement and interaction on the part of young people with the advertised products and their brands is identified. This review suggests that parents are aware of their children’s high levels of exposure to food marketing and the role it plays in shaping their choices and diet. The studies indicate that parents believe that governments should do more to restrict young people’s exposure to food marketing.

Next steps

The publication of this document is the starting point for WHO’s development of future guidelines on food advertising. Once the new guidelines are published, they will be observed by congresses in the region for future advertising regulation.

Engagement opportunity

Faced with the eventual reformulation of the WHO guidelines, McDonald’s could articulate with the Executive Branches of the countries in the region to influence the regulation of food advertising. In the event that the drafting of regulations is decided by the parliaments of each State, McDonald’s will be able to influence both in the eventual committee meetings and in the public hearings convened by legislators.