Parents Already Have a Lot to Worry About

Parents have a lot to worry about. Cyberbullying, online predators, and violence are all top of mind for most parents, but the World Health Organization wants to add yet another major issue to parents’ lists: hidden digital advertising and marketing that promote fatty, sugary and salty foods. 

Reuters reports that children in Europe are bombarded with these messages that are damaging their health and adding to the region's obesity problem. The WHO researchers are calling for policymakers to do more to protect children from junk food advertising messages on networking sites, games -- known as "advergames" -- and other social media. 

Zsuzsanna Jakab, WHO's regional director for Europe, issued a statement: "Our governments have given the prevention of childhood obesity the highest political priority, [yet] we consistently find that children – our most vulnerable group – are exposed to countless numbers of hidden digital marketing techniques promoting foods high in fat, sugar and salt." 

She goes on to say that in the absence of effective regulation of digital media in many countries, children are increasingly exposed to persuasive, individually tailored marketing techniques that parents may underestimate or be unaware of. The topline is that the parents don’t even see these ads. 

The WHO Europe report said that since there's little effective regulation or control over digital marketing, children are often exposed to powerful and targeted online marketing via digital platforms that collect personal data.

Digital marketing can engage children in emotional, entertaining experiences and encourage them to share these experiences with their friends, it said, describing this as "a dubious cocktail when used to promote unhealthy foods."