Thailand has introduced a new bill to protect children from the aggressive marketing tactics of junk food and beverage manufacturers.
Thailand’s Department of Health is ready to introduce a new bill to lawmakers aimed at protecting children from modern marketing tactics designed to get young people addicted to unhealthy snacks and drinks.
Dr Pongpol Vorapani, deputy director-general of the department, said at a recent final public hearing on the bill that excessive consumption of junk food is the main reason for the high obesity rate among Thai children. The rate has more than doubled in the past two decades.
The Food and Soft Drink Marketing Control Bill aims to raise awareness of modern marketing tactics among children and their parents. It focuses particularly on using artificial intelligence to increase the impact of adverts that encourage children to crave unhealthy food and drink.
‘Obesity and other non-communicable diseases pose a serious threat to the health of young Thais and are a leading cause of premature death,‘ Dr Pongpol stressed.
He added that the high obesity rate is primarily linked to unhealthy dietary choices, including excessive consumption of sweet, fatty and salty foods, as well as sweetened beverages such as soda.
Interestingly, the marketing strategies of manufacturers of such products play a key role in shaping young people’s eating habits. Nongnuch Jindarattanaporn, a lecturer at Mahidol University’s Institute of Population and Society Research, said that more than 50 per cent of Thai children are exposed to such tactics.
She cited crunchy snacks packaged with images of famous cartoon characters and fizzy drinks advertised by celebrities or influencers on social media as examples. Social media platforms such as YouTube, Instagram*, TikTok and X (formerly known as Twitter) are the leading choice for attracting young people’s attention to junk food.
‘These marketing strategies have increased the target age groups’ craving for these products by about 45 per cent,‘ said Nongnuch Jindarattanaporn.
The new bill aims to limit the impact of aggressive marketing on children and promote healthier eating habits among the younger generation of Thais. Experts hope these measures will help reduce obesity and related diseases in the long term.
It is worth noting that Thailand is not the only country facing the problem of childhood obesity. Many countries worldwide are experiencing a similar trend, and governments are looking for effective ways to combat the problem.
It is important to emphasise that the new bill in Thailand not only restricts junk food advertising but also aims to raise awareness about healthy eating. Experts believe that education plays a crucial role in instilling good eating habits in children.
In addition, the bill could encourage food manufacturers to revise their formulations and offer healthier alternatives to popular snacks and drinks. This could lead to new products on the market that are lower in sugar, salt, and fat but retain an appealing flavour for children.
It is interesting to note that the problem of childhood obesity in Thailand is particularly acute against the backdrop of traditional Thai cuisine, considered one of the healthiest in the world. This paradox highlights the impact of globalisation and changing food habits in modern society.
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