The promotion of ultra-processed foods and beverages targeting children and adolescents has become an urgent problem in Latin America.
Although the region has a robust legislative framework to restrict these practices, it faces growing challenges from corporate interference and the industry’s ability to adapt and circumvent regulations.
Scientific Evidence and Key Findings
A review of 54 studies conducted by Mexican experts and published in the journal BMC Public Health revealed that 60% of the products advertised in the region are unhealthy or barely healthy. The analysis covered 11 countries that have adopted or proposed measures to limit advertising targeting minors.
The results show that most promoted products are ultra-processed, characterized by:
- High levels of sodium, sugars, and trans fats.
- Use of additives and cosmetics to enhance colors, flavors, and textures.
- Low nutritional value and strong association with health risks.
The evidence collected between 2013 and 2023 underscores the need for greater restrictions in media, points of sale, and schools to ensure minors’ right to adequate nutrition.
Impact on Health and Consumption
Overweight and obesity affect 18% of young people aged 5 to 19 worldwide, but in Latin America, the prevalence is even higher: 30% in Mexico, Chile, and Argentina.
The figures correspond with the high consumption of ultra-processed foods:
- Mexico ranks 4th worldwide (214 kg annually per capita).
- Chile ranks 7th (202 kg).
- Argentina ranks 14th (185 kg).
In Mexico, a study by the Bank of Mexico (2024) indicated that per capita spending on processed and ultra-processed foods reached 29.5% of total food spending in 2022, and continues to rise.
The consumption of these products not only promotes weight gain but is also associated with higher risks of cardiovascular diseases, cerebrovascular diseases, depression, and mortality.
Most Common Marketing Strategies
The most promoted category is sugary drinks, followed by candies, ice creams, and breakfast cereals. Persuasive tactics include:
- Use of characters and mascots.
- Health claims that are barely verifiable.
- Attractive images and imperative slogans.
Children aged 4 to 8, able to identify characters and logos but unable to discern the marketing intent, show a greater preference for promoted products, perceiving them as even tastier.
TV was the most frequent vehicle (20 studies), followed by packaging (19). The most common settings were stores and schools, where the industry uses eye-level displays, promotions, discounts, posters, and even educational talks.
Pioneering Regulations and Their Limits
Latin America is a pioneer in regulatory policies. Chile enacted in 2012 the world’s first law on front-of-package labeling with warning octagons, achieving a reduction in the availability of ultra-processed foods in schools from 90% in 2014 to 15% in 2016. Peru, Uruguay, Ecuador, and Brazil replicated similar measures.
In Mexico, the regulation forced the industry to reformulate products. However, weaknesses persist:
- Questionable nutritional quality thresholds.
- Restrictions limited by age and schedules.
- Political concessions that dilute the scope of the laws.
In Argentina, President Javier Milei’s administration modified the cutoff points of the labeling law, reducing the number of seals on dairy derivatives like cheeses, which generated criticism for favoring the industry.
Corporate Interference and Digital Marketing
Corporate interference strategies include lobbying decision-makers and the “revolving door” between businesspeople and politicians. Additionally, digital marketing poses a greater challenge:
- Campaigns on social media, video games, online videos, and instant messaging.
- Algorithmic segmentation that allows targeted advertising based on interests, difficult to monitor.
Experts like Andrea Graciano (UBA) and Lizbeth Tolentino-Mayo (Mexico) agree that conflict-free regulation in digital media is imperative, following European examples where all advertising of industrialized products is prohibited or parental authorization is required to receive electronic ads.
The review shows that the advertising of ultra-processed foods in Latin America remains a critical factor in the child and youth health crisis. Although the region has led pioneering regulations, corporate interference and the advancement of digital marketing threaten their effectiveness.
Specialists warn that limiting promotion is not enough: it is necessary to move towards a model that reduces the very production of harmful foods, ensuring healthier and more sustainable food environments for future generations.
By Pablo Corso/SciDev.Net
