Restrictions on Marketing of Foods and Non-Alcoholic Beverages to Children: A Necessary Step to Combat Childhood Obesity

  • December 28, 2020
  • Posted by: cefrohtadmin
  • Categories: Advocacy, News Updates
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Background and Introduction

The rise of noncommunicable diseases (NCDs) has become a global crisis, accounting for 41 million deaths annually. The World Health Organization (WHO) reports that 15 million people aged 30 to 69 die prematurely from NCDs each year, with over 85% of these deaths occurring in low- and middle-income countries. While NCD-related deaths primarily affect adults, the risks associated with unhealthy diets begin in childhood and accumulate over time.

Childhood obesity is a pressing concern, linked to higher risks of adult obesity, premature death, and preventable disability. Globally, overweight and obesity rank as the fifth leading risk for death. According to UNICEF, WHO, and the World Bank, nearly 41 million children under five are overweight or obese—an increase of 11 million since 2000. If current trends persist, this number could rise to 70 million by 2025.

In Uganda, research indicates that 32.3% of schoolchildren are obese, while 21.7% are overweight, with higher prevalence in private schools (16.6%) compared to public schools (11.5%). The unrestricted marketing of unhealthy foods and beverages to children exacerbates this crisis, undermining their right to health and proper nutrition.

The Impact of Food Marketing on Children

Children are increasingly exposed to environments that promote unhealthy eating habits. Aggressive marketing of foods high in fat, sugar, and salt (HFSS) influences their dietary choices through various channels:

  • Television, Radio, and Print Ads – Companies use colorful packaging, cartoon characters, and celebrity endorsements to attract young consumers.

  • Digital Marketing – Unsupervised access to digital media exposes children to immersive and interactive advertisements.

  • Sponsorships and Promotions – Free toys, school sports sponsorships, and brand ambassador programs further entice children.

These tactics exploit children’s limited cognitive ability to discern marketing manipulation, violating their rights under international conventions such as the UN Convention on the Rights of the Child (CRC) and the African Charter on the Rights and Welfare of the Child.

Legal and Policy Framework in Uganda

Uganda’s legal framework provides a basis for regulating food marketing to protect children’s health:

  • Constitution of Uganda (1995) – Objective XIV mandates the state to promote proper nutrition, while Article 34(4) protects children from economic exploitation.

  • Children’s Act (2016) – Section 3 prioritizes the child’s best interest, aligning with CRC provisions.

  • Uganda Communications Act (2013) – Empowers the Uganda Communications Commission (UCC) to regulate advertisements.

  • Advertising Standards Code – Regulation 7 prohibits ads that harm children mentally, morally, or physically—though enforcement remains weak.

Global Best Practices

Several countries have implemented strict regulations on food marketing to children:

  • Canada (Quebec) – Bans fast-food ads targeting children under 13, resulting in a 13% drop in fast-food consumption.

  • Chile – Prohibits marketing of unhealthy foods to children under 14, including cartoon endorsements and school promotions.

  • Ireland – Bans HFSS food ads during children’s programming and restricts celebrity endorsements.

  • Mexico – Limits junk-food ads between 2:30 pm and 7:30 pm on weekdays.

Recommendations for Uganda

To curb childhood obesity, Uganda must adopt stricter regulations:

  1. Uganda Communications Commission (UCC)

    • Enforce Regulation 7 of the Advertising Standards Code to restrict unhealthy food ads.

    • Implement a 6 am – 9 pm watershed period banning child-targeted food marketing.

  2. Ministry of ICT and National Guidance

    • Propose amendments to the UCC Act prohibiting child brand ambassadors and sponsorship campaigns.

  3. Ministry of Education and Sports

    • Ban junk-food sales and sponsorships in schools.

    • Strengthen the School Health Policy to promote healthy eating.

Conclusion

Unregulated food marketing endangers children’s health, contributing to Uganda’s growing obesity crisis. By adopting stringent advertising restrictions and learning from global best practices, the government can safeguard children’s right to health and build a healthier future.