7 Ways Food Marketing Targets Filipino Children–UNICEF
Published on Jul 24, 2025
You walk through the grocery aisle with your child in tow. Bright packages with cartoon characters catch their eye. You scroll through your feed and see an influencer promoting a “doctor-recommended” drink for kids. At a school event, staff hand out free fortified milk or snacks as energy boosters. These moments feel like a normal part of daily parenting life in the Philippines, but they raise an important question: Are these products truly healthy for your child, or are they just clever marketing?
The number of overweight children in the Philippines has more than doubled in less than two decades, rising from 4.9% in 2003 to 13% in 2021. This is based on the latest Expanded National Nutrition Survey by the DOST-FNRI. Under World Health Organization (WHO) standards, this rate is now considered high for childhood overweight and obesity.
UNICEF Philippines attributes this rise partly to the aggressive marketing of formula milk, sugary drinks, and ultra-processed snacks.
7 Food Marketing Tricks Targeting Your Child
Below is a list of marketing tactics used to make unhealthy products look good for your child’s growth and health. Awareness of these misleading tactics can guide you in meeting your child’s real needs.
1. Creating worry, then offering a product as the solution
Some ads tap into parents’ worries about picky eating or poor appetite, then present packaged products as quick fixes instead of sharing real nutrition advice. If an ad doesn’t suggest simple steps, such as serving a variety of whole foods or eating meals together, it’s likely just trying to sell something, not help you understand what your child needs.
2. Claiming expert approval without a clear background
Some ads say a product is “doctor-recommended” without naming the expert or explaining their ties to the brand. Without clear credentials, these endorsements aren’t always trustworthy. Always check if the source is named and independent. You can also read the nutrition label, ask your local health worker, or check the Department of Health (DOH) or the World Health Organization (WHO) recommendations to know what’s really best for your child.
3. Selectively using research to promote product benefits
Ads often mention research or long-term studies to make products sound credible, but important details are often left out, such as who conducted the study, who funded it, and how the results were interpreted. Often, only the good results are highlighted, especially when the company paid for the research. Be cautious of claims like “scientifically proven” or “backed by decades of research” when no clear sources are given. It’s better to look for published studies or check with public health agencies, such as the DOH or WHO, instead of relying solely on advertisements.
4. Loosely associating products with credible organizations or programs
Some ads use logos of respected institutions, such as the DOH, WHO, or UNICEF, to suggest endorsement, even if it isn’t authorized. This can mislead parents into thinking a product is officially approved. Don’t rely on logos alone. Always verify endorsements through the organization’s official website or social media channels. If there’s no public statement supporting the product, the name was likely used without permission.
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READ HERE5. Using celebrities, influencers, or emotional language
Celebrities and parenting influencers often appear in ads to build trust, saying lines like “just what my baby needs” without explaining the product’s nutrition facts. Emotional messaging can be persuasive, but it rarely gives real information. Look for clear details, such as ingredients, nutritional value, and the standards met. If an ad only shows feel-good words or a familiar face, it’s likely meant to persuade, not inform. Always check labels and consult trusted health sources.
6. Luring children through toys, mascots, or giveaways
Brands often use cartoon mascots, toys, and colorful packaging to capture children’s attention while omitting important nutrition details that parents need. When ads focus more on fun and freebies than actual nutrition, it’s a sign the product is being marketed to kids, not parents. Phrases like “collect them all,” “free inside,” or “limited edition” can make products appealing without showing their health value. Always read the nutrition label and ingredient list before purchasing to make an informed decision.
7. Promoting brand events as health and wellness initiatives
Marketing can be convincing, but it doesn’t always tell the whole story. At the end of the day, it’s still parents who decide what truly helps their child grow healthy and strong. Staying informed makes all the difference.
Click here for tips to support your child’s balanced diet.
Hanna is a News Desk Writer at Smart Parenting, covering parenting, health, culture, and more. Off the clock, she’s likely people-watching at a café or park, matcha latte in hand.