Regional action framework on protecting children from the harmful impact of food marketing in the Western Pacific

Rapid economic growth, urbanization and globalization have changed the food system in the Region, making inexpensive processed foods more available and accessible. Now more than ever, children are being exposed to potential harm from the marketing of breast-milk substitutes and food high in saturated fats, trans-fatty acids, free sugars or salt. This Regional Action Framework aims to support Member States in their efforts to protect children from the harmful impact of food marketing. The Framework is comprised of four pillars for action – a policy framework, multisectoral and multi-stakeholder collaboration, advocacy and communication, and monitoring and evaluation – and 10 recommended actions. In this way, Member States can tailor actions to suit their needs and priorities.

Rapid economic growth, urbanization and globalization have changed the food system in the World Health Organization (WHO) Western Pacific Region, making inexpensive processed foods more available and accessible. Now more than ever, children are being exposed to potential harm from the marketing1 of breast-milk substitutes (BMS) and food2 high in saturated fats, trans-fatty acids, free sugars or salt.

Evidence shows that marketing of BMS3 and food high in saturated fats,trans-fatty acids, free sugars or saltinfluences children’s food preferences,requests and consumption, and is a major contributorto overweight and obesity,which is rising in the Region and affecting most Member States. There has been considerable progress in reducing childhood undernutrition in the Region. Yet, there were still 2.6 million children under 5 years of age who were wasted and 7.7 million who were stunted in the Region in 2018. The proportion of exclusive breastfeeding in the Region remains low, at or below30%overthe past10years, with two out ofthree infants under 6 months of age notreceiving the protective benefits of exclusive breastfeeding. Meanwhile, childhood obesity has increased significantly in the Region, affecting most Member States, to become a serious public health challenge in the 21st century. It is estimated that more than 7.2 million children aged under 5 years were overweight in 2018, and 84 million children aged 5–19 years were overweight or obese in 2016 – a 43%increase for children aged 5–19 years in just six years, ending in 2016.

Despite Member States’ efforts, marketing of BMS, inappropriate promotion of foods forinfants and young children, and marketing offood high in saturated fats,trans-fatty acids, free sugars or salt are widespread across the Western Pacific Region. Concerned with this situation and the rising threat of overweight and obesity, the WHO Regional Committee forthe Western Pacific in 2017 endorsed resolution WPR/RC68.R3 calling for the development of a regional action plan to protect children from the harmful impact of food marketing. In response, this Regional Action Framework on Protecting Children from the Harmful Impact of Food Marketing has been developed in consultation with experts, Member States and key stakeholders.

The Framework is in line with the existing global guidance and recognizes the varied country policy responses in the Region to reduce the harmful impact on children’s nutrition and health from the marketing of BMS, inappropriate promotion of foods for infants and young children, and the marketing offood high in saturated fats,trans-fatty acids, free sugars or salt.

This Framework aims to support Member States in their efforts to protect children from the harmful impact offood marketing, as appropriate to national contexts. Itis guided by the principles of government leadership, evidence-driven and rights-based approaches, equity, and ensuring safeguards against conflicts of interest.