Filipino children face overwhelming junk food advertising

Filipino children are heavily exposed to advertisements for unhealthy food daily. These ads promote items like donuts, soft drinks, and instant noodles and often appear in the videos kids watch online. According to a UNICEF study, marketing strategies aim to make these junk foods seem fun and appealing, which contributes to a public health crisis. The study found that nearly all posts promoting unhealthy food on social media are unsuitable for children, based on World Health Organization (WHO) standards. Only 8 out of over 1,000 analyzed ads were deemed fit for kids, yet 72% of posts targeted them, and 84% appealed to teenagers. Many Filipino children spend a significant amount of time online, often influenced by what they see in popular videos. Children often form emotional attachments to food brands through ads that suggest these unhealthy foods are part of enjoyable family moments. Brands use images associated with physical activity to mislead consumers about the nutritional value of their products. This tactic, known as "health-washing," promotes unhealthy foods as energizing snacks or wholesome meals. Research indicates that influencers, including famous children and teens, play a critical role in shaping what young audiences eat. These influencers usually share food-related content that feels relatable and less like advertising, making it more compelling for children. For instance, popular YouTube stars often engage in food challenges, which kids might mimic. Obesity rates among Filipino children have risen, with approximately 1 in 8 adolescents being classified as obese as of 2021. Experts link this rise to the increasing presence of unhealthy food marketing online. Current food marketing regulations in the Philippines are primarily self-imposed by the food industry, imparting little real control. UNICEF is urging families and the food industry to change their approaches to promote healthier eating. They stress that parents should influence children's dietary preferences by encouraging nutritious eating habits from a young age. The potential long-term costs of ignoring this issue are significant, as rising obesity rates could drastically affect children's health in the future. UNICEF warns that by 2030, over 30% of Filipino adolescents might be overweight or obese if no action is taken.