Billions still spent on junk food advertising

The fight against obesity in the Netherlands remains challenging. Six years after commitments were made to tackle this issue, the number of overweight Dutch citizens continues to rise. A recent study highlights the significant amount of advertising for unhealthy food.

Research by Pointer (KRO-NCRV) indicates that over six years, the food industry spent 4.2 billion euros on advertising for unhealthy food. This figure significantly surpasses the 640 million euros allocated for advertising healthy food options. Leading advertisers include Unilever and McDonald's, focusing primarily on products not included in the Schijf van Vijf (Dutch food guideline).

No decrease in overweight figures

Despite the 2018 National Prevention Agreement aiming to reduce overweight and obesity rates, the scale has tipped towards more overweight individuals than those within a healthy weight range. Advertisements for unhealthy food are ubiquitous, spanning from television to social media. While data on social media advertising is lacking, its influence, especially among young people, is undeniable.

Industry responses

Companies like Mars Nederland and Koninklijke Horeca Nederland highlight the importance of advertising in a market economy. Concurrently, Unilever acknowledges the necessity of responsible marketing, particularly aimed at children. Political party NSC and outgoing State Secretary Van Ooijen advocate for stricter regulations and a potential ban on advertising unhealthy food to children.

These findings underscore the complexity of combating obesity in the Netherlands. They emphasize the need for balanced marketing and raising awareness about making healthy choices.

kro-ncrv.nl