Vol. 1 No. 2 (2025): Moroccan Journal of Biological Sciences (MJBS)

15/09/2025
Vol. 1 No. 2 (2025): Moroccan Journal of Biological Sciences (MJBS)
MOROCCAN JOURNAL OF BIOLOGICAL SCIENCES, SEPTEMBER 2025; 1(2): 1-7 

The influence of food advertising on childhood obesity from a public health perspective in Mediterranean and emerging countries

Abderrazak Hormi, Bouchra Ouarraoui, Abdelhay Benyaich, Naoual Benaini, Kaouthar Benyaich, Et-touil Mohammed, Mostapha Shita, Rajae Errafia , Fatiha Bahtat

Abstract 
Childhood obesity is a growing public health concern, particularly in Mediterranean countries where traditional dietary patterns are increasingly supplanted by Westernized food consumption. This study investigates the cognitive and physiological responses of children to food advertising and their implications for dietary behaviors within the Mediterranean context. Employing a systematic review approach, the study integrates the Elaboration Likelihood Model (ELM) and Social Cognitive Theory (SCT) to examine how persuasive advertising strategies influence immediate food preferences and long-term consumption habits. Findings reveal that Mediterranean children are highly susceptible to digital and traditional food marketing, with advertising fostering brand recall, impulsive eating behaviors, and conditioned cravings. A comparative analysis highlights regional disparities in advertising exposure and regulatory frameworks, with countries like Spain and Greece enforcing stricter policies compared to Morocco and Lebanon. The study underscores the urgent need for comprehensive regulatory measures, enhanced media literacy programs, and school-based nutritional interventions to counteract the adverse effects of food advertising. Given the scarcity of region-specific research, future studies should adopt longitudinal and intervention-based methodologies to assess the effectiveness of policy interventions. This research provides actionable insights for policymakers and public health professionals, advocating for culturally tailored solutions to mitigate childhood obesity while preserving the benefits of the Mediterranean diet.

Keywords: Digital marketing; Food advertising; Childhood obesity; Unhealthy food; Behavioral influence; Cognitive responses; Mediterranean countries; Physiological reactions; Public health policy