Digital influence
Analysing the landscape of food and beverage marketing by children’s favoured brands and influencers in Tanzania, Uganda, and Zimbabwe
Highlights
Children in Eastern and Southern Africa face a growing threat from unhealthy food marketing. While undernutrition and micronutrient deficiencies persist, overweight and obesity now surpass underweight among 5-19-year-olds. A key driver is the rise of digital marketing, which exposes millions of young people to persuasive promotions for unhealthy, often ultra-processed foods.
A UNICEF-supported study in Tanzania, Uganda, and Zimbabwe analyzed over 750 food and beverage marketing posts and influencer content popular among children. It found that 96–99% of products were unsuitable for marketing to children under WHO standards due to excess sugar, salt, or saturated fat. Yet, over half of the posts appealed to youth through themes of fun, fame, and friendship.
Influencers with a combined 115 million followers frequently featured branded foods, amplifying exposure. The findings reveal major regulatory gaps and call for urgent action to uphold children’s rights to health, nutrition, and accurate information. Key recommendations include adopting government-led nutrient profile models, enacting comprehensive legal bans on unhealthy food marketing, and promoting digital media literacy among youth and caregivers.
