Summary
This WHO guideline synthesises evidence on the impact of food marketing on children's dietary behaviour and health outcomes, and provides formal recommendations for governments on designing and implementing effective restrictions on HFSS food marketing. It advocates for mandatory, comprehensive regulations covering all ages and all media, underpinned by robust nutrient profiling criteria. The document represents an authoritative international policy reference intended to support member states in developing or strengthening national legislative frameworks.
UK applicability
Directly applicable to UK policy, where the government has legislated restrictions on HFSS food advertising (e.g. the Online Advertising Programme and the 9pm watershed rules); the WHO guideline provides an evidence base and international benchmark against which the stringency and scope of UK measures can be assessed and potentially strengthened.
Key measures
Recommended policy actions; scope of marketing restrictions (mandatory vs voluntary); age thresholds; nutrient profile models for defining HFSS foods; media and setting coverage
Outcomes reported
The guideline sets out recommended policy actions to reduce children's exposure to marketing of foods high in fat, sugar, and salt (HFSS), covering the scope, stringency, and implementation of restrictions across media and settings.
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