In this opinion editorial, Zukiswa Zimela from the Healthy Living Alliance explains why our kids’ health is not for sale, and why big food companies need to be held to account when it comes to child-directed marketing.
I don’t have kids, but as an aunt, I know what it’s like to have to resist the pressure from the little ones at the stores. It seems they have just what it takes to tug at my heartstrings, so I give in to their requests for unhealthy snacks with bright cartoon characters.
Most parents and full-time caregivers know how hard it is to resist the pleas for sweets, sugary cereal, and treats with their children’s favorite characters.
We know that children are the future. Unfortunately, food companies see children as future consumers. Big food companies are increasingly using Child Directed Marketing (CDM) to increase sales. CMD is targeted at children to influence them to want unhealthy food. Getting children hooked on unhealthy foods creates in them lifelong loyal fans.
Child-directed Marketing is Damaging Kid’s Health
Industry players know the power children have in decision-making for household spending. A 2021 Paramount Insights report showed that South African children are media savvy.
Seventy percent of parents said their children have an impact on household purchasing decisions. “The main categories that kids influence are entertainment (97%), food and groceries (94%), restaurant (89%), vacations and day trips (80%, and electronics (75%). Additionally, “65% of kids participate in decisions about the gifts their family buys for others,” the study found.
This means that our children, who are vulnerable and can be tricked by these groups, are the perfect tool to get parents to spend money on unhealthy food.
Misleading advertising and poor food choices are damaging kids’ health today and tomorrow
A study done by researchers in South Africa looked at 222 breakfast cereals with marketing for children. The results were shocking.
Most of these cereals, 96·9 %, had a nutritional or health claim, which gave them the perception of being healthy. Researchers noted that in breakfast cereals with direct CDM, the protein and fibre content was significantly lower than in breakfast cereals without direct CDM.
Furthermore, these cereals had a higher level of carbohydrate and total sugar content in those without direct CDM.
We already live in a country where the food environment is unhealthy that makes our children vulnerable to overweight and diabetes. 1 in 8 children under the age of 5 in South Africa are obese. This alarming statistic points to a grim future for these children, who are likely to grow into a cohort of adults where every second person is obese. Being overweight or obese is a well-known driver of diseases like cancer, heart disease, diabetes, and high blood pressure.
Schools need to play a more proactive role in protecting kids’ health
Our children do not get a break even at schools. Tuckshops are inundated with ultra-processed food packed with salt, sugar and saturated fat. Unhealthy food brands have free rein to advertise on boards in and around schools, further exposing young minds to their products.
We protect our children against tobacco and alcohol. However, the laws protecting children against predatory marketing are weak and inefficient.
Currently, children see four times the number of ads for unhealthy food compared to healthy food during family viewing time.
The need for stronger regulations
We urgently need strong laws in place to protect children from marketing. South Africans need to put pressure on the government to pass the R3337 regulation. This rule will stop food companies from selling unhealthy food to children.
This comprehensive legislation will make it easier for parents and caregivers to make the right decisions for their child’s health. By regulating, it will be easier and quicker to identify foods containing high levels of salt, sugar, and saturated fat through the use of easy-to-read front-of-pack warning labels.
Any foods containing these levels will not be able to carry a nutritional claim. This will make it more difficult for marketing companies to lure us with false claims.
The bottom line
Unless the government does something quickly, our kid’s health is at risk, which will have a negative long term impact on their health. Unhealthy kids and communities live with this impact.
Children are at risk of falling prey to food organisations that want to make more money without thinking about the damage they are doing to the future of this country.
As an aunt, shopping with my nieces and nephews would be less of an ordeal. I am sure most parents and caregivers will agree.
Main photo by Pixabay/Pexels
About the Author
Zukiswa Zimela is the Communications Manager for the Healthy Living Alliance (HEALA).
The HEALA coalition advocates for equitable access to affordable and nutritious food for all in South Africa. Visit heala.org to learn more.
