Government to Crack Down on Unhealthy Food Ads Targeting Children
Kenya’s Ministry of Health is rolling out a stringent new campaign to limit the advertising of sugary and fatty foods, especially those targeting children. The initiative is part of a broader effort to fight the alarming rise in non-communicable diseases (NCDs) in the country.
In a statement issued on Monday, the ministry confirmed that it is developing a Nutrient Profile Model designed to set strict thresholds for sodium, sugar, and saturated fats. These ingredients are linked to conditions such as obesity, diabetes, and heart disease.
“The Ministry of Health is stepping up efforts to address the growing threat of diet-related Non-Communicable Diseases by reinforcing Kenya’s food policy framework,” the statement read.
The proposed Nutrient Profile Model will serve as a scientific benchmark to identify and regulate foods that exceed safe nutrient limits. These standards will underpin a series of policy and regulatory changes intended to curb the marketing and availability of unhealthy food products.
One key policy proposal is the restriction of advertisements for high-fat, high-sugar, and high-salt foods that are aimed at children. The government aims to limit exposure to these products through traditional and digital media.
Health Principal Secretary Mary Muthoni, during a meeting with representatives from Bloomberg Philanthropies, emphasized the urgency of tackling unhealthy eating habits in children: “We must protect our children from aggressive marketing tactics that influence poor dietary choices.”
The government is also considering mandatory front-of-pack nutrition labelling. These labels would provide consumers with clearer warnings about a product’s health risks, helping them make informed food choices.
Kenya could take cues from international examples such as Singapore, which in 2019 banned ads for drinks high in sugar and mandated colour-coded nutrition labels.
In addition to advertising restrictions, the Ministry is reviewing policies to curb sugar-sweetened beverages and reduce the general availability of unhealthy food products.
These interventions are part of a larger national strategy to reduce the burden of NCDs, which now account for over 30% of all deaths in Kenya, according to health data.
As Kenya continues to urbanize and adopt fast-food culture, officials warn that without decisive action, the health impacts of poor diets will only worsen.
The Ministry has invited stakeholders to participate in the ongoing consultation process as it prepares to implement these measures in the coming months.
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Government to Crack Down on Unhealthy Food Ads Targeting Children