Marketing of Foods And Non-Alcoholic Beverages to Children in The Accra Metropolis District of The Greater Accra Region of Ghana

ABSTRACT

Background: Non-communicable diseases (NCDs) are currently a major public health concern all over the world. A major risk factor for NCDs is obesity. Childhood obesity is a global health challenge with over 42 million children affected. One major factor that influences obesity in children is their diet. Marketing of foods affects the choice of foods children desire and demand from their parents. Food marketing occurs through multiple techniques including electronic media (e.g. internet, social media, television, radio, etc.), printed media, restaurants, and even through sponsorship of educational materials. To address the effects of such marketing influences, the World Health Organization (WHO) has developed a set of recommendations which seeks to provide guidance for regulation of unethical food marketing to children. The aim of this study was to identify and describe marketing of processed energy-dense foods targeting children in Ghana. The specific objectives were to describe the perceptions of parents about marketing of these foods to their children, the influence of food marketing on the children and the statutory, policy and regulatory framework existing in the country regarding food marketing to children. Methodology: The study was a cross-sectional study using mixed methods approach. Questionnaires were administered to parents of children aged 5 to 13years old. Systematic random sampling was done to identify the children. Document reviews were also performed of the Public Health Act of Ghana, revised guidelines for advertisements of the Food and Drugs Authority and the National Nutrition Policy. An interview was also conducted with an expert in child welfare from the United Nations Children Fund (UNICEF). Quantitative data were analysed using frequencies and proportions, chi-square analysis and logistic regression models using Stata vi version 14. The information obtained from the interview was transcribed and analysed. Results: The study showed that parents are aware of the different techniques of food marketing to their children, such as the use of animated characters and famous personalities. Fifty-five percent of parents reported their children‟s eating preferences had changed due to exposure to food advertisements. The document review showed that the current policies, documents and guidelines existing in the country have no legal provisions for regulation of food marketing to children, in particular. The expert believed regulation of food marketing to children was the sole prerogative of government. Conclusion: Children are exposed to different techniques of food marketing on a daily basis. Food marketing has an influence on children‟s request patterns and eating preferences. The current regulatory framework in the country has no legal provisions for food marketing to children.