Looks Delicious Yet Suspicious: How Fast-Food Fuels Childhood Malnutrition

Globally, in 2022, around 37 million children under 5 were overweight, with a prevalence of 5%, while among those aged 5–19, 20% were overweight or obese, including 8% classified as obese (WHO, 2022). In Albania, the most recent UNICEF data from 2024 shows that 17% of children under 5 are overweight. For school-aged children (8–9 years), COSI data reported that 21–22% were overweight or obese, with 9.2% classified as obese, highlighting a growing concern over unhealthy dietary habits. “We are endangering our children’s health in the name of love. ‘Sometimes you have to be cruel to be kind,” says pediatric dentist Eri Koci from Librazhd.

Every time we eat or drink something, we are either feeding a disease or fighting it. Over the past decades, the growing number of children and adolescents struggling with health problems due to poor dietary habits has become one of the most pressing issues in our society. The main cause is more obvious than we think: fast food—and, more importantly, the vast marketing machinery behind it, designed to increase its consumption among our generation and, in doing so, feed its main disease – malnutrition.

In this case, Albania is no exception. According to a U-Report questionnaire conducted on 1st May 2025, where 53% of respondents were aged 15–19, the main sources of fast food advertisements were TV, the Internet, and social media—the easiest platforms to reach youth. About 35% of respondents reported frequently seeing ads for sugary or energy drinks, fast food, or snacks in a typical week, while 34% admitted that these ads sometimes made them want to try the products. Most respondents noted that these marketing techniques often involve influential figures, with celebrities at the top, followed by social media influencers. Shockingly, 16% stated they had seen athletes promote such foods, which can downplay the negative health effects as young people place too much trust in these role models.

While all of this may seem like a problem limited to larger cities such as Tirana, Durrës, and Shkodër, the reality is different. Suburban towns also feel the impact of these issues, often compounded by poorer living conditions, as in Librazhd. ‘The eating habits of children and adolescents are now globalized—fast food is the way to go. What in needed urgently, is to receive healthy nutrition advice from health personnel at primary health care in every community in Albania.  The front-line healthcare workers in health centers are the ones who can raise awareness. Financial burdens, misinformation, regressive practices rooted in rural areas, and lack of food diversity also prevent children from receiving the necessary caloric intake in cities like ours,’ said Dr. Antoneta, the only pediatrician in Librazhd.

Cases like Serjan’s, an 8th grader from the village of Dragostunjë, whose obesity (excessive weight aligned with insufficient nutritional values) has turned him into an anemic adolescent struggling to recover even from a mild flu due to undernutrition, prove her point: a suburban child faces far more obstacles on this journey than a child who lives in an urban or metropolitan area.

Within the problem lies the solution. First of all, as dentist Eri says, ‘Sometimes a “no” is more kind-hearted than a “yes.” She adds that nowadays more caution is needed when you feed a child and that no lack of effort from parents should stand in their way of preparing meals and making sure their children get the right nutritional values.  They also need to be more restrictive regarding junk food in their children’s diets and encourage the intake of organic, nutritious food. On the other hand, regarding solutions to improve the situation, Dr. Antoneta emphasizes the crucial role schools can play. ‘The inclusion of nutrition education classes in the school curriculum, highlighting their impact on physical and mental health, and providing meals prepared by a dietician during lunch breaks, can make a significant difference in fostering a healthy lifestyle from a young age,’ she explains.

‘The government also has a big role to play. Many new mothers are not negligent, but misinformed. Healthcare institutions should hold regular meetings with them to provide education on proper nutrition. Frequent interactions between social workers and families, including mothers and children, are strongly encouraged. Additionally, proper capacities of staffing of healthcare facilities with knowledge on healthy nutrition is essential to ensure children receive the guidance and care they need,’ she adds.

How can the youth contribute?

Young people can help fight malnutrition by taking part in community programs, attending educational seminars, and joining workshops about healthy eating. They can also volunteer in local campaigns and create informative platforms, such as social media pages, blogs, or simple websites, to share easy-to-understand tips about nutrition, healthy meals, and the risks of junk food. These platforms can reach many people, raise awareness, and encourage friends and the wider community to make better food choices. Additionally, youth can advocate for policies and laws that restrict unhealthy food, urging the government to take action to protect children’s health. By doing these things, young people can become active promoters of healthier lifestyles and agents of change in their communities.

My name is Nasira Terziu, I am an Adolescents Advisory Board Member of UNICEF and as a youth activist myself, I am witnessing a whole generation fall apart by what is supposed to build us up and this is truly heart-breaking. Growing up we were always told “we are what we eat”. And if we are what we eat , why not choose to be the best? Think about that !