Durban — The Healthy Living Alliance (Heala) has called on the public to sign a petition for food companies to stop using child-directed marketing (CDM) to increase sales.
In a statement, Heala stated that in their third episode of the web series, “Chew on This”, they looked into aggressive food marketing targeting children and called on viewers to sign the petition.
In the episode titled “How is Big Food Stalking Our Children?”, episode three brings together a panel of experts to explore the pervasive and often hidden tactics used by the food industry to market ultra-processed products to children – practices that contribute to the growing epidemic of childhood obesity in South Africa.
The story of one of their viewers, Vuyiseka Mangele, is just one example of how aggressive food marketing targets children.
Mangele said that at just five years old, her daughter now prefers Coco Pops and similar sugary cereals, largely influenced by the packaging and ads she sees.
She also said that despite her efforts to keep her diet healthy, avoiding sugar-laden foods and focusing on whole grains, she’s now attracted more to the characters on the box than the food itself.
“It is worrying because she used to eat healthier meals, but now, even something as simple as not having tomato sauce with her fries or chicken nuggets can cause a fuss. Exposure to other kids and relentless marketing has shifted her tastes in ways that are hard to reverse," she said.
In that episode, David Harrison from NGO, DG Murray Trust, discussed the stark inequalities in South Africa’s food landscape.
"We live in a country of extremes. On one hand, some children suffer from severe malnutrition, with about 1 000 children dying annually in hospitals from acute malnutrition.
“On the other hand, we see a rising number of children who are both stunted and overweight due to diets that are high in starch but low in essential nutrients. This is a direct result of the cheap, unhealthy foods that are readily available in our communities," says Harrison.
Heala called on the South African government to prioritise the health and well-being of our children by fully implementing Regulation R3337 as a critical tool in the fight against childhood obesity.
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