A staggering 99% of digital food advertisements targeting Filipino children promote products that fail to meet World Health Organization (WHO) standards, according to a new report from the United Nations Children's Fund (UNICEF).
UNICEF analyzed 1,035 digital food advertisements specifically aimed at children and found nearly all promoted ultra-processed foods and sugary drinks that don't meet international marketing guidelines. This aggressive marketing campaign has contributed to rising obesity rates among school-age children in the Philippines, which have climbed from 10.4% in 2019 to 12.9% today.
"Ads hype up such products as fun, energizing, or even 'healthy,'" UNICEF noted. "They become an easier choice not only for children but also for families who find healthier food more expensive or time-consuming to prepare."
The shift toward unhealthy food preferences is becoming increasingly visible in classrooms and communities across the country. Approximately 12.9% of school-age children and 12.5% of adolescents in the Philippines are now classified as obese.
This trend reflects a global crisis that could see nearly 4 billion people—half the world's population—overweight or obese by 2035 if current patterns continue. The WHO describes this as a "double burden of malnutrition" affecting many low- and middle-income countries.
"While these countries continue to deal with the problems of infectious diseases and undernutrition, they are also experiencing a rapid upsurge in noncommunicable disease risk factors such as obesity and overweight," the WHO stated.
Ironically, the obesity epidemic spreads as more countries achieve greater food security, providing children with wider access to unhealthy food options. Poor nutrition resulting from these choices affects concentration, energy levels, and academic performance while increasing long-term risks of diabetes and heart disease.
In 2022 alone, more than 390 million youths aged 5-19 were overweight globally—a 20% increase from 1990 figures.
UNICEF, WHO, and the Philippines' National Nutrition Council (NNC) have joined forces to advocate for the proposed Healthy Food Environment Bill, designed to protect children from aggressive marketing of foods high in sugar, salt, or unhealthy fats.
Kyungsun Kim, UNICEF's country representative, emphasized the bill's potential impact: "Creating healthier food environments is essential if we are serious about preventing childhood overweight, obesity and diet-related noncommunicable diseases."
The proposed legislation would strengthen marketing safeguards for children "where they live, learn and play" while establishing a framework for classifying foods based on nutritional content and requiring clear front-of-pack nutrition labeling.
Meanwhile, the NNC plans to enhance its overweight and obesity management program under the Philippine Plan of Action for Nutrition 2023-2028, focusing on promoting healthy habits, improving data systems, and expanding access to affordable nutritious food.
"Obesity is not a failure of individuals—it is often a failure of systems," Kim concluded, calling for collective action to address systemic flaws that hinder healthier choices for Filipino families.