The researchers tested the regulatory environment in India for food and non-alcoholic beverage advertising with HFSS and found that there were significant gaps that needed to be addressed for young people in the marketing of HFSS.
“A strong regulatory framework is needed for young people from HFSS food marketing, not just what is ‘intended’ for them, with transparent criteria for classifying foods based on evidence,” said researchers from Lancet Regional Health – Southeast Asia.
“Youth and adolescents are vulnerable to HFSS food marketing because they lack the cognitive ability to discern commercial intent. “
India is a signatory to the United Nations Convention on the Rights of the Child and has a legal responsibility to ensure the right to physical fitness for all children. However, academics say there are worrying trends that suggest India wants to expand a more powerful economy. regulatory framework to protect young people from the marketing of HFSS food products.
An average Indian family gets more calories from processed fruits than from fruits.
And researchers say that HFSS food marketing negatively affects intake patterns, especially those of young children, leading to an increased threat of weight gain, overweight, obesity and noncommunicable diseases throughout their lives.
Also, with the advent of technology, young people have become addicted to social media sites and are exposed to HFSS advertising.
Next, a SWOT (Strengths, Weaknesses, Opportunities, and Threats) investigation was conducted on how existing policies can be strengthened to protect youth from bad food advertisements:
Highlights: What are the key attributes or features of the policy that limit ads?
Weaknesses: What are the gaps in HFSS policy and beverage advertising?
Opportunities: How can the existing policy for HFSS food and non-beverage ads targeting children be strengthened?
Threats: What external allows me to advertise HFSS classified ads for children?
“Of the nine mandatory policies, the Guidelines for the Prevention of Misleading Advertising and the Endorsement of Misleading Advertising, 2022, is the policy that restricts HFSS food advertisements to youth in all media,” the researchers said.
Based on their findings, the researchers recommended tactics to close regulatory gaps: (1) Expand the scope of advertising regulations “aimed at children” to all ads to which young people are exposed. (2) Adopt food classification systems to describe junk food. 3) Broaden the scope of regulation to include other bureaucracy of advertising communication, such as product placement, point-of-sale displays, and packaging. (4) Prohibit the airing of HFSS advertisements in television periods when the youth audience is greatest.
The researchers emphasized that they used comprehensive and well-established strategies for this study and emphasized the practical application of their findings to policymaking in India. However, they stated that it would have possibly missed out on applicable policies that were not available online and/or had been followed at the Indian sub-national point.
“Strong regulation, strengthened legal measures, and additional studies will play a central role in protecting young people from the destructive effects of such marketing activities in India,” the studies conclude.
Source: The Lancet Regional Health – Southeast Asia
DOI: 10. 1016/j. lansea. 2023. 100315
“Are Advertising Policies to Restrict the Marketing of High-Fat, Salt-Sugar-Rich Foods (HFSS) Positive in India?”: Data from the SWOT Analysis”
Authors: Shalini Bassi, Deepika Bahl et al.
We’ll take a closer look at Food and Nutra for Kids at our Growth Asia Summit 2024 in July, which will feature insights from a wide range of industry leaders and experts. Don’t miss this opportunity – register here today!
More Promotional Features