The local government of Taytay, Rizal passed Ordinance No. 2307-036, which restricts child-targeted marketing of ultra-processed food and beverages in the municipality in order to protect their children from obesity and other diet-related health risks.
Councilor John Tobit Cruz introduced the ordinance, which was passed on Wednesday, Jan. 17, aiming to protect children from the harmful impacts of food and beverage marketing.
It prohibited any advertisements of foods that are high in fat, salt, or sugar in child-centered areas such as school zones, playgrounds, parks, and family mall areas.
According to a study by the United Nations Children's Fund (UNICEF), exposure of children to advertisements featuring ultra-processed food is linked to increased consumption of such foods and associated risks of obesity.
During the final reading of the ordinance, Cruz said that it is a win for all the children in the municipality when it comes to their health.
"We commit to creating an environment where our children can grow up healthy and easily pursue healthy eating habits, starting with this policy," Cruz added.
"Taytayeños can anticipate more proactive and sustainable programs that prioritize children's health through this policy win," he added.
The Taytay government said that a local task force of its officials will be formed to focus on monitoring food and beverage advertisements within the municipality and assisting establishments to comply with the new regulations, enabling them to finally end harmful food and beverage marketing to children.
The task force will also lead efforts to assist the community in promoting healthier food choices among children and families.
It said that violators of the ordinance will face a fine of P2,500 and will be required to take down their advertisements that violate the regulations.
Meanwhile, lawyer Sophia San Luis, the Executive Director of ImagineLaw, the local government's partner in drafting the ordinance, lauded the municipality for being the first to advance the landmark health policy.
"This measure aligns with the broader national and global efforts to combat childhood obesity and promote healthier lifestyles among children," San Luis added.
Based on the 2021 study of the Department of Science and Technology Food and Nutrition Research Institute (DOST-FNRI), one in every seven Filipino school-aged children is obese or overweight.