In Malaysia, the health and future of our children are at a critical juncture.
Malaysia has the highest rate of childhood overweight or obesity in ASEANi, yet children continue to be exposed to aggressive marketing of unhealthy foods and beverages. To identify ways to better protect children in Malaysia from the harmful effects of food marketing, the World Health Organization (WHO) and the Nutrition Division, Ministry of Health (MOH) organized a seminar that brought together over 60 policymakers, academics, industry and civil society representatives. During the event which took place on 10 September 2024, the stakeholders discussed key challenges and barriers in policy implementation, developing actionable strategies and recommendations while strengthening collaboration for a common goal.
In 2010, Member States endorsed WHO’s recommendations on the marketing of foods and non-alcoholic beverages to children that called for national and international action to reduce the impact on children of marketing of foods high in saturated fats, trans-fatty acids, free sugars or salt. In Malaysia, the Pledge on Responsible Advertising to Children was launched in 2012 and it included 15 food and beverage companies which committed to not marketing unhealthy foods to children aged 12 and below.
Childhood obesity in Malaysia has been on a steady rise over the past 15 years, with over 30% of children aged 5-17 years old classified as overweight or obese in 2022. This trend is coupled with a significant portion of children growing up stunted, creating a “double burden of malnutrition.” Both obesity and stunting have far-reaching implications, including increased risks of chronic diseases, lower academic performance, and reduced productivity in adulthood. It also has a substantial economic impact: the annual cost of obesity in Malaysia has been estimated at 7.5 billion Malaysian ringgitii , primarily from productivity losses due to premature death and absenteeism from work.
Marketing can shape children’s food preferences
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Sources of children's exposure to unhealthy food marketing in Malaysia, feedback from workshop participants.
Dietary habits are not always a matter of individual choice; they are heavily influenced by commercial determinants of health. These include the availability, accessibility, and marketing of food products, directly impacting dietary choices and health outcomes. Businesses and industries, including the food and beverage sector, play a significant role in determining what foods are produced, how they are marketed and their pricing. This often leads to inequalities, with lower-income families having less access to healthy food options and being more susceptible to influence by marketing.
Aggressive marketing of high-calorie, nutrient-poor foods, coupled with strategic pricing and widespread distribution, is one of the factors contributing to the rising prevalence of obesity. Children are more susceptible to marketing messages and have not yet developed strong cognitive decision-making skills. Systematic reviews have shown that food marketing exposure is associated with significant increases in children’s consumption patterns, food preference and purchase requests. Similarly, evidence shows us that restricting unhealthy food marketing has a positive impact on reducing unhealthy food consumption by childreniii.
Change of food consumption patterns is possible
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Policymakers, civil society organisations, academics and industry representatives participated in the consultative seminar. Source: WHO
Speaking at the seminar, Datuk Dr Norhayati binti Rusli, Deputy Director General for Public Health, Ministry of Health Malaysia said “Addressing the double burden of malnutrition requires more than just MOH action. It demands collaboration across different sectors and levels of society. We need to go beyond health sector to create environments that foster a healthy food environment. It should be our collective commitment to support the food and beverage companies to contribute to public health and adopt responsible marketing practices that prioritise the well-being of children”.
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Participants engaged in discussions during the seminar. Source: WHO
“The rising obesity rates demand our immediate attention and action. A strong, comprehensive policy to tackle unhealthy food and beverage marketing is vital for Malaysia’s future.” said Dr. Rabindra Abeyasinghe, WHO Representative for Malaysia, Brunei Darussalam and Singapore. “We have seen evidence of successful policies in other regions, where harmful food marketing has been effectively regulated and is already showing positive impact on the food consumption patterns. It is clearly possible. Let us come together to protect our children and ensure a healthier future for all Malaysians”.
Find out more via WHO's publications:
Policies to protect children from the harmful impact of food marketing: WHO guideline
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[i] E․Siong Tee, Siok Hui Voon, Combating obesity in Southeast Asia countries: Current status and way forward, Global Health Journal, 2024.
[ii] Helble, M. and K. Francisco. 2017. The Upcoming Obesity Crisis in Asia and the Pacific: First Cost Estimates. ADBI Working Paper 743. Tokyo: Asian Development Bank Institute.
[iii] Boyland E, McGale L, Maden M, Hounsome J, Boland A, Jones A. Systematic review of the effect of policies to restrict the marketing of foods and non-alcoholic beverages to which children are exposed. Obes Rev. 2022;23(8):e13447.