The hidden dangers of child-directed marketing in South Africa
South Africa is facing a growing public health crisis, with rising rates of obesity, diabetes, and other diet-related non-communicable diseases among children and adolescents.
A major contributing factor to this crisis is the pervasive use of child-directed marketing tactics by the food industry, particularly on packaged breakfast cereals.
A recent study published in the journal Public Health Nutrition found that two-thirds of breakfast cereal packages sold in South African supermarkets featured some form of child-directed marketing such as illustrations, characters, fantasy themes and nutritional claims designed to appeal to young consumers.
Alarmingly, the researchers also discovered that these child-targeted cereals contained significantly higher amounts of sugar and lower amounts of fibre compared to cereals without such marketing tactics.
This trend is particularly concerning given the country's ongoing nutrition transition, marked by a shift away from traditional, healthy foods towards ultra-processed, energy-dense products.
As South African children are increasingly exposed to these unhealthy food environments and marketing strategies, they are developing dietary preferences and habits that put them at greater risk of obesity and related chronic illnesses.
Vuyiseka Mangele, a concerned mother from South Africa, shared a story that resonates with many parents today.
She’s the mother of five-year-old Mihlayonke, a little girl whose love for sugary cereals like Coco Pops has grown stronger by the day.
Vuyiseka recounted how her daughter, once content with healthy meals, has now developed a preference for these sugary cereals, largely influenced by the eye-catching packaging and relentless advertising aimed at children.
She said: “I’ve always tried to keep her diet healthy, avoiding foods high in sugar and focusing on whole grains. But now, Mihlayonke is more attracted to the characters on the cereal boxes than the food itself.
“It’s worrying because she used to eat healthier meals. Now, even skipping tomato sauce with her fries or chicken nuggets can lead to a fuss.”
For Mangele, it’s not just about her daughter’s changing tastes; it’s about the broader influence of marketing. Exposure to other kids and constant advertisements has shifted Mihlayonke’s food preferences in ways that seem almost impossible to reverse.
Mangele’s experience is far from unique. Her story highlights a growing concern among South African parents about the aggressive marketing tactics used by big food companies to target children.
This issue was the focus of the third episode of the Healthy Living Alliance’s (HEALA) web series, Chew on This, titled How is Big Food Stalking Our Children?”
In this episode, a panel of experts came together to discuss the pervasive and often hidden tactics that the food industry uses to market ultra-processed products to children.
These strategies, they argued, were contributing to the alarming rise in childhood obesity in South Africa.
The World Health Organization (WHO) has long recognized unhealthy food marketing as a significant risk factor for childhood obesity. In South Africa, the situation is particularly dire. Childhood obesity rates have nearly doubled in less than a decade.
Current statistics show that more than 13% of South African children between the ages of 6 and 14 years are now considered obese. This troubling trend signals a need for immediate action to safeguard the health and future of the nation’s children.
Dr Petronell Kruger, a representative from HEALA, shed light on the manipulative marketing strategies that major food companies employ.
She highlighted how popular sports figures and characters from movies like “Barbie” are used to promote sugary drinks and snacks to children, making these unhealthy products even more appealing.
"These marketing practices are not just influencing children's choices today – they are shaping their eating habits for life,” says Kruger.
“Kids are growing up believing that consuming these unhealthy products is normal, which has lifelong consequences for their health.”
Lori Lake, a communication and education specialist at the Children’s Institute, University of Cape Town, raised ethical concerns about child-targeted food marketing during a panel discussion.
Lake emphasized that South African children were particularly vulnerable to ads promoting ultra-processed foods high in sugar, salt, and saturated fat.
These ads, often featuring cartoon characters, are designed to appeal directly to children's senses and emotions, but they fail to inform about the harmful effects of these foods.
Lake argued that this omission violated children's right to accurate information and adequate nutrition.
Lake also pointed out that while there were voluntary advertising codes, they were not being adequately enforced, and called for stronger regulations to shield children from aggressive marketing practices.