CHILE — In a world where unhealthy processed foods have taken center stage, Chile has emerged as a pioneer in the fight against these harmful products, implementing groundbreaking strategies to combat their rampant consumption.
This global crisis, characterized by sugary breakfasts and plastic-wrapped, sodium-laden lunches, contributes to an astonishing 11 million preventable deaths every year.
The driving force behind this alarming trend is the relentless marketing tactics employed by food and beverage giants, particularly aimed at vulnerable children.
While many nations have taken steps to counter the influence of the food industry, Chile stands out for its holistic and comprehensive approach.
Back in 2016, Chile introduced revolutionary legislation that transcended piecemeal, isolated food policies found worldwide.
Unlike simple front-of-package labels or sugar taxes, Chile’s law combined these interventions with strict restrictions on advertising unhealthy foods to children, even going so far as to prohibit their sale within school premises.
Chile’s all-encompassing law doesn’t merely focus on nutritional content; it also addresses how children are exposed to ultra-processed products through various media channels.
This comprehensive strategy has shown impressive success in mitigating the dire effects of ultra-processed food consumption on Chilean children.
This significant shift in food policy came at a time when nearly half of Chile’s children were grappling with issues of obesity and excess weight.
The landmark Law of Food Labeling and Advertising initiated a multi-pronged approach to tackling unhealthy diets.
First, it mandated prominent black, octagonal warning labels on products high in sugar, calories, sodium, or saturated fat.
Secondly, it imposed a ban on advertising these products during child-oriented television shows, digital media platforms, cinemas, and other places frequented by children, even putting an end to sponsorships.
Thirdly, the law prohibited companies from using child-focused advertising techniques, such as mascots or cartoon characters.
In 2018, a comprehensive ban on TV advertising during peak hours further underscored the commitment. Furthermore, the sale and distribution of ultra-processed items were effectively barred from educational institutions.
A defining characteristic of this legislation was its swift implementation by the Ministry of Health, accompanied by stringent penalties for non-compliance. Despite a gradual phase-in period for nutritional thresholds, Chile’s determination remained unwavering.
After seven years of embracing these transformative measures, compelling evidence has emerged of their remarkable success.
Chile’s bold strides offer a model for comprehensive global strategies promoting healthy food, providing a glimmer of hope for public health advocates grappling with the concerning surge in ultra-processed food consumption and its resulting health consequences.
A beacon of success in curbing childhood obesity
In the realm of public health, a crucial yet often overlooked relationship between comprehensive food policies and the decline of obesity and its associated health issues, especially among children, has quietly existed.
The slow emergence of tangible changes in obesity rates, coupled with the limitations of existing policies in reshaping dietary habits and industry practices, emphasizes the need for a multi-pronged approach similar to Chile’s pioneering efforts.
Amidst a landscape where policy measures frequently fall short and enforcement struggles, the resolute enforcement of Chile’s stringent legislation presents a rare opportunity to assess its immediate effects.
This, in turn, opens the door for researchers and advocates to extrapolate the potentially life-saving and economically viable outcomes of such a comprehensive policy framework.
Recent revelations from a collaborative study involving scholars from the University of North Carolina, the University of Chile, and Diego Portales University, featured in the pages of the International Journal of Behavioral Nutrition and Physical Activity, have illuminated a remarkable reduction in children’s exposure to unhealthy food marketing as a direct result of Chile’s groundbreaking legal measures.
Since its implementation in 2016, the enforcement of this legislation has led to an astonishing 73% decline in the exposure of Chilean youngsters to television advertisements promoting regulated food and beverage products.
Furthermore, TV advertising for unhealthy snacks and beverages has seen an impressive 64% decrease by 2019.
Noteworthy is the fact that the number of TV ads featuring prohibited child-oriented content, like animated characters, underwent a substantial 67% drop within the same period.
These findings add to the growing body of evidence, as highlighted in a 2021 study in The Lancet, showcasing a significant drop in purchases of nutrient-imbued foods following the 2016 law.
This decrease surpasses the effects of previous legislations in Chile, which mainly aimed at reducing sugary beverage consumption.
On a national scale, a remarkable decline of 3.5% in purchased calories, a 10.2% reduction in sugar intake, a 3.9% decrease in saturated fat, and a 4.7% dip in sodium content were recorded post-2016.
Of utmost importance, the reduction in the purchase of unhealthy food items was even more pronounced for products laden with concerning nutrients.
Simultaneously, additional research has unveiled substantial reductions in actual nutrient levels, such as sugar and sodium, within packaged foods.
These adjustments reflect the industry’s efforts to reformulate its products in alignment with Chile’s trailblazing policies, signaling a significant shift towards healthier offerings.
Navigating the ever-shifting media landscape
In the ever-shifting terrain of marketing, the task of protecting the well-being of children evolves alongside it.
Chile’s accomplishments in implementing marketing restrictions, combined with clear front-of-package alerts and levies on sugary beverages, serve as an illuminating success story. However, this triumph is merely a prelude to the complex challenges that lie ahead.
While limitations on traditional television advertising and direct-to-consumer promotions have shown promise in reducing children’s exposure, the rapidly changing media landscape demands a more encompassing approach.
Regulations must now span the entire spectrum of media that children encounter—a formidable feat in the swiftly evolving media landscape.
A significant consideration revolves around children’s viewing habits beyond explicitly “child-directed” programming.
The recent guidelines from the World Health Organization (WHO) underscore the necessity of extending marketing restrictions beyond children-specific television to encompass all platforms frequented by youngsters.
While this linguistic shift may seem subtle, it signifies a significant leap towards establishing comprehensive policies.
As the realm of food marketing extends its reach to digital and social platforms, both advocates and policymakers recognize the urgent need to address this digital transition.
The industry’s adaptability, even in the face of governmental penalties, demands careful attention. Child-centric advertisements have adroitly migrated to realms like video games and platforms including TikTok, YouTube, and Twitter.
Although Chile’s regulatory framework extends to digital media, the term “child-directed” barely scratches the surface of children’s online exposure, particularly within the vast realm of social media.
Drawing insights from other sectors, particularly the tobacco industry, could bolster future marketing restrictions.
The industry’s playbook often adheres to a predictable pattern. By proactively learning from diverse sectors’ endeavors, public health experts and policymakers can sidestep the recurring tactics that have been employed.
A crucial aspect of public health policymaking is to ensure its independence from commercial influences.
Instances where the industry has exerted control over shaping and enforcing marketing regulations, have often led to compromised policies and a weakened demonstration of effectiveness.
In following the pioneering path charted by Chile, other governments are presented with an opportunity to harness the momentum and establish impactful, evidence-driven policies fortified by transparent penalties.
The road ahead may be strewn with challenges, but it represents a pivotal stride towards securing the health and well-being of our children within an increasingly media-saturated world.
For all the latest healthcare industry news from Africa and the World, subscribe to our NEWSLETTER, and YouTube Channel, follow us on Twitter and LinkedIn, and like us on Facebook.
