Addressing the Impact of Unhealthy Food Marketing on Childhood Obesity in South Africa

Childhood overweight and obesity have become significant public health concerns in South Africa. Data from 2016 indicated that 13% of children were obese, a figure projected to double by 2030. This alarming trend is closely linked to the widespread consumption of calorie-dense foods high in sugar, salt, and fats, which are readily accessible in the country's food environment.

A major contributor to this issue is the aggressive marketing of unhealthy foods and beverages, often through various channels that appeal strongly to children. These marketing tactics include the use of cartoon characters, mascots, bright packaging, catchy slogans, and vibrant colors that attract young consumers. Such strategies can be misleading, with some products making false or exaggerated health claims.

Children are especially targeted because they represent a lucrative market—they can influence household food choices, purchase items themselves, and are future consumers. Licit or not, marketing to children often bypasses strict regulations, as South Africa currently lacks specific laws restricting such advertising.

The Consumer Protection Act 58 of 2008 provides some guidance, prohibiting false or deceptive marketing practices. However, enforcement remains a challenge. Legislation recognizes children’s vulnerability, emphasizing their limited capacity to understand or resist marketing strategies that might mislead them. The Act makes it unlawful to present false claims about food products, whether in advertisements, packaging, or promotional materials.

Research suggests that misleading health claims, such as