Digital Food Advertising: Assessing Children's Exposure via the WHO CLICK Framework

A recent pilot study from Finland, titled DIGITUTKA, provides critical insights into how digital food advertising reaches the smartphones of teenagers. As childhood obesity rates climb globally, understanding the digital landscape is essential for healthcare providers. Researchers utilized the World Health Organization (WHO) CLICK framework to monitor the actual exposure of children aged 12 to 16. Consequently, the results show a troubling trend of frequent exposure to products that regulations typically prohibit from being marketed to minors.

During a two-week period in 2022, the study captured over 17,000 advertisements via participants' phones. Notably, 13% of these ads promoted food or beverage brands. Specifically, composite dishes, convenience foods, and energy drinks were the most common products. Furthermore, the analysis revealed that 56% of these advertisements did not meet the criteria for marketing to children under the WHO Europe Nutrient Profile Model. Only a meager 9% were deemed permissible. Therefore, this data suggests that current digital safeguards are insufficient to protect adolescent nutritional health.

Addressing the Risks of Digital Food Advertising

The high volume of exposure to energy drinks and ultra-processed foods is particularly concerning for clinicians. In India, where childhood obesity is a growing crisis, the Economic Survey 2026 has already recommended a ban on such advertisements during peak hours. This Finnish study reinforces the need for robust monitoring tools like the RealityMeter application. Moreover, the findings indicate that a third of digital ads remain unidentified due to missing information, pointing to a lack of transparency in the ad-tech ecosystem. Similarly, the study suggests that marketing restrictions alone may not suffice. Instead, a comprehensive approach involving taxation and broader environmental changes is likely necessary.

Frequently Asked Questions

What is the WHO CLICK framework?

The CLICK framework is a monitoring tool designed by the WHO to help countries measure and regulate the digital marketing of unhealthy products to children. It focuses on comprehending the digital ecosystem and quantifying actual exposure.

Which products are most frequently featured in digital food advertising?

According to the pilot study, convenience foods, composite dishes, and energy drinks are the most frequently advertised items. Many of these fall under the 'high-fat, sugar, and salt' (HFSS) category.

How can clinicians help mitigate the impact of these ads?

Clinicians can educate parents about the prevalence of targeted digital ads and advocate for stricter national regulations. They can also support public health policies that promote front-of-pack labeling and marketing bans on ultra-processed foods.

Disclaimer: This content is for informational and educational purposes only and does not constitute medical advice or a professional relationship. Refer to the latest local and national guidelines for clinical practice.

References

• Haario P et al. Finnish children's exposure to paid-for digital food advertising - The pilot study. Public Health Nutr. 2026 Feb 16. doi: 10.1017/S1368980026102006. PMID: 41693643.


• World Health Organization. Monitoring and restricting digital marketing of unhealthy products to children and adolescents. 2021.


• Ministry of Finance, Government of India. Economic Survey 2025-26. New Delhi: Government of India; January 2026.