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Project

Food Marketing targeted to kids: A collaborative and policy-oriented study in Argentina, Bolivia, Guatemala and Peru
 

Argentina
Bolivia
Guatemala
Peru
Project ID
108645
Total Funding
CAD 739,500.00
IDRC Officer
Roberto Bazzani
Project Status
Completed
End Date
Duration
24 months

Programs and partnerships

Lead institution(s)

Summary

The global rise of childhood obesity has been dramatic. Overweight and obesity conditions in children negatively affect their progressive physical development and are a predisposing risk factor for non-communicable diseases.Read more

The global rise of childhood obesity has been dramatic. Overweight and obesity conditions in children negatively affect their progressive physical development and are a predisposing risk factor for non-communicable diseases. The prevalence of childhood obesity varies globally, regionally and between genders and vulnerable groups. Increasing rates of overweight and obesity in children have been documented in many countries of Latin American. One recognized key factor contributing to an obesity-promoting environment is food advertising targeting children. Children’s exposure to targeted food and beverage advertisements has increased both in scope and frequency, as traditional channels of delivery, such as radio and television, have been supplemented by tailored, targeted advertising on various media via the internet.

This project aims to strengthen efforts in Latin America to curb marketing of unhealthy food marketing targeting children with a focus on Argentina, Guatemala, Bolivia, and Peru. The research will build understanding of factors that positively or negatively influence children’s food consumption patterns, including their susceptibility to food marketing. An improved understanding of protective and risk factors will inform the design of policies and interventions to empower youth to improve their food consumption and better interpret food marketing. The combined effect of consumer empowerment and policy enhancement will help to address a major determinant of overweight and obesity in adolescents in Latin America.

Research outputs

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Report
Language:

English

Summary

The food and beverage industry have established successful relationships with corner store proprietors to guarantee ultra-processed food (UPF) availability in urban and rural Guatemala. Considering that proprietors in Guatemala are unlikely to promote and support the availability and advertising of healthy foods, healthcare policymakers should take this into account when designing, planning and implementing UPF regulations. Due to the pandemic COVID-19 and its possible contribution to the unhealthy food environment, the study also proposes a methodology for monitoring and evaluating internet marketing of multinational fast-food chains. The technical report provides details of the project and its outputs.

Author(s)
Barnoya, Joaquin
Report
Language:

English

Summary

The project responds to policy needs of each country by attending to the different levels of experience of children and adolescents. It developed a multicomponent research strategy in Argentina, Bolivia, Guatemala, and Peru regarding child-oriented food advertising, to promote policy changes for reducing childhood obesity. Traditional advertising venues, such as radio and television are being replaced by digital food and beverage marketing that takes advantage of young people's engagement with social media, interactive games, mobile phones, online videos, and virtual worlds. Point-of-sale (POS) marketing on snack food packages is a key strategy to target children by influencing taste and preference.

Author(s)
Busse, Peter
Article
Language:

English

Summary

The paper reviews current literature regarding gender differences in food marketing design and perception among children and adolescents towards evidence-based policy dialogues that will address gender-based health disparities in non-communicable diseases (NCD) prevention. Evidence suggests that food marketing has a similar impact on the consumption of unhealthy foods on boys and girls, but boys were found to be exposed to food advertising more intensively, with their preferences more affected. This coincides with male-dominant advertising content. An integrated gender perspective is needed to develop effective policies to control food marketing and tackle the childhood overweight and obesity pandemic.

Author(s)
Castronuovo, Luciana
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