Children's exposure to unhealthy food and beverage advertising in Senegal: a cross-sectional mixed-methods analysis of advertising trends, marketing strategies and perceptions.

BACKGROUND

Marketing of nutrient-poor foods is a recognized driver of unhealthy dietary behaviors and childhood obesity. In Senegal, the triple burden of malnutrition persists, while regulations restricting unhealthy food marketing to children remain limited.

OBJECTIVE

To assess the extent and nature of food advertising around schools and on television in Senegal and to explore children's and parents' perceptions of food marketing.

METHODS

A cross-sectional mixed-methods study was conducted across four regions in Senegal (Dakar, Kaolack, Saint-Louis, Ziguinchor). Food advertising was mapped within a 250-m radius of 40 selected urban/peri-urban schools, and inventoried on four national television channels. Advertised foods were evaluated using the WHO-NPM AFRO and Nutri-Score systems and classified as 'permitted' or 'non-permitted' foods. Focus group discussions with children and in-depth interviews with parents were conducted to explore food marketing perceptions. Quantitative data were analyzed using descriptive and inferential statistical analysis, and qualitative data were analyzed using thematic analysis.

RESULTS

Overall, 79% (n = 438) of food advertisements around schools and 75% (n = 366) on television were for 'non-permitted' foods. Non-permitted food advertisements were more frequent during peak viewing times and used persuasive marketing techniques. Children demonstrated brand recall and reported requesting advertised products following exposure. Parents expressed concerns about poor nutritional quality of foods advertised to children and supported stricter regulatory measures.

CONCLUSIONS

Children were exposed to 'non-permitted' food advertising across physical and virtual environments in Senegal. The predominance of nutrient-poor food promotion underscores the urgent need for mandatory policies to restrict unhealthy food marketing to children.