WHO report warns against junk food advertising targeting children

Children are being bombarded with hidden digital advertising and marketing promoting fatty, sugary and salty foods that is damaging their health and adding to the obesity problem, according to World Health Organisation experts.

The researchers, on Friday called on policymakers to increase efforts to protect children from junk food advertising messages on networking sites, games - known as ''advergames'' - and other social media.

''Our governments have given the prevention of childhood obesity the highest political priority, (yet) we consistently find that children – our most vulnerable group – are exposed to countless numbers of hidden digital marketing techniques promoting foods high in fat, sugar and salt,'' said Zsuzsanna Jakab, the WHO's regional director for Europe.

She added that in the absence of effective regulation of digital media in many countries, children were getting exposed to persuasive, individually tailored marketing techniques that parents may underestimate, or be unaware of.

''Often, parents do not see the same advertisements, nor do they observe the online activities of their children; many therefore underestimate the scale of the problem,'' said the WHO.

About two-thirds of children who were overweight before puberty would be overweight in early adulthood, the report said, adding an estimated 25 per cent of school-aged children in Europe are already overweight or obese.

The report also warned that parents were often unaware of the sheer volume of such adverts targeted  at children.

The report also came down heavily on some video bloggers – vloggers who were paid by junk food retailers to promote their food.

The report cited a US analysis that suggested vloggers were now more influential at promoting brands than film or TV because of perceived authenticity.

The report said data on children including their age, location, likes and preferences was being collected to target them with junk food advertisements.