The Impact of Unhealthy Product Marketing on Children in New Zealand

Recent research highlights the extensive exposure of children in New Zealand to marketing for unhealthy products, revealing they encounter such advertisements an average of 76 times daily. This exposure encompasses various environments, both physical and digital, where marketing is seamlessly integrated into children's daily routines, from television to online platforms used for learning, playing, and socializing.

The study utilized wearable cameras to track 90 children, providing real-world insights into their viewing experiences. Findings show that children are heavily targeted by advertisements for junk food, alcohol, and gambling, with Coca-Cola being the most frequently encountered brand, appearing approximately 6.3 times a day. Significantly, children from socioeconomically deprived areas face even higher levels of exposure to unhealthy food marketing.

The implications of this exposure extend beyond simple product promotion. Advertising influences children’s cognitive and social development, fostering immediate desires for products and nurturing materialistic values that link possessions to happiness and success. Such exposure is also associated with lowered self-esteem, reduced well-being, and the propagation of stereotypes related to gender and race, as well as distorted body image perceptions.

Children are particularly vulnerable due to their limited ability to critically evaluate advertising messages. The online environment exacerbates this vulnerability, embedding marketing in social media, games, and influencer content. The study found that unregulated marketing, especially by multinational companies, dominates the advertising landscape targeting children.

International bodies like the United Nations have warned that exploitative marketing practices pose a major threat to children’s health. To mitigate this risk, experts recommend stricter regulations to limit junk food, alcohol, and gambling advertising, especially on product packaging and digital platforms. There is a call for New Zealand to adopt enforceable protections that align with public health goals, ensuring children's rights and well-being are prioritized over commercial interests.

Addressing systemic marketing practices is crucial for safeguarding future generations from the health and social harms associated with harmful product exposure. Moving beyond voluntary industry codes towards comprehensive policies is essential to prevent the commodification of childhood and promote healthier environments.

For more information, source: https://medicalxpress.com/news/2025-08-commodifying-childhood-nz-children-unhealthy.html