The sweet trap! How ads are targeting children with sugary products

India is grappling with a rising tide of obesity and diabetes among its children, and the culprit is not just in their diet but also in their screens. According to a new global analysis published by The Lancet, the number of overweight children aged between five and 19 surged to 12.5 million in 2022—up from just 0.4 million in 1990. This increase includes 7.3 million boys and 5.2 million girls, highlighting a significant and growing health crisis among the nation’s youth.

The increasing prevalence of sugary foods and drinks in children’s diets is exacerbated by aggressive advertising tactics that target young audiences directly, often with dire health consequences.

The problem

Sugary foods and drinks are linked to significant health issues, including obesity and diabetes, both of which are escalating in India, as per several researches. The World Health Organisation has flagged these as serious concerns, yet the advertising industry continues to promote these products with little regard for the long-term health of its young consumers.

How they advertise

Companies have honed their marketing strategies to appeal specifically to children. Advertisements for products like Kinder Joy and Nestlé Milkybar use cartoon characters, catchy jingles, and the promise of fun and excitement. These ads create an emotional connection with children, making the products seem irresistible.

For instance, Kinder Joy ads focus on the joy of unwrapping the egg and discovering the toy inside. This element of surprise and play targets children’s curiosity and love for adventure. Similarly, Nestlé Milkybar ads feature the iconic Milkybar Kid in thrilling adventures, positioning the white chocolate bar as a reward for fun and exploration.

It’s not just confectioneries; sugary drinks like Coca-Cola, Thums Up, Pepsi, Sprite, Fanta, and mango drinks such as Maaza, Slice, and Frooti also employ vibrant and engaging commercials that resonate with children. These ads often depict children enjoying these drinks in various joyful scenarios, reinforcing the idea that sugary beverages are a part of everyday life.

Regulatory gaps

While there are regulations in place to limit advertising to children under 16, critics argue these measures are insufficient. The current regulations do not fully address the subtle ways advertisers can influence children, such as through indirect targeting of parents by portraying sugary products as part of a balanced, happy lifestyle.

The consequences

These advertisements are not just harmless fun; they play a significant role in shaping children’s dietary preferences and habits. The consistent exposure to ads promoting sugary products normalises the consumption of high-sugar foods and drinks, contributing to poor dietary choices and long-term health problems.

Experts warn that the glamourisation of these products in advertisements misleads both children and parents, creating a false perception of these products as being essential to happiness and social acceptance.

Moving forward

Addressing this issue requires stricter regulations on advertising sugary products to children and greater awareness among parents about the impact of these ads. Educational campaigns highlighting the health risks associated with excessive sugar consumption and promoting healthier alternatives can help mitigate the influence of these ads.