Health Ministry Revives Child Junk Food Ad Bill

Thailand’s Ministry of Public Health is reviving a draft law to restrict the marketing of unhealthy foods and drinks to children, as officials seek to curb rising childhood obesity and reduce long-term risks from non-communicable diseases (NCDs). The proposed legislation targets products high in fat, sugar and sodium, commonly known as HFSS foods, and aims to reduce children’s exposure to persuasive advertising across multiple platforms.

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The Department of Health has prepared the Draft Food and Beverage Marketing Control Act Affecting Children’s Health, which would introduce legal controls on marketing tactics considered harmful to children. Officials said the law is designed to reduce children’s exposure to advertising and promotions for unhealthy foods and beverages, with the goal of lowering consumption and reducing future obesity and chronic illnesses such as diabetes, cardiovascular disease and hypertension.

Health authorities said childhood obesity in Thailand has more than doubled over the past 20 years. Children who are overweight or obese are more likely to remain obese into adulthood, increasing their risk of developing chronic diseases later in life. Officials identified regular consumption of foods and drinks high in fat, sugar and sodium as a major contributing factor.

The ministry said marketing strongly influences children’s food preferences and purchasing behaviour because children are less able than adults to recognise commercial intent. Advertising methods highlighted in the draft include digital and social media campaigns, cartoon characters, celebrities, sales promotions, toys, prizes and school-based activities.

According to data from the Department of Health, Thai children spend an average of 12 hours and 8 minutes per day on internet media, increasing their exposure to advertising for sugary, salty and fatty foods. Officials warned that repeated exposure can normalise unhealthy eating habits in daily life.

Thailand has introduced previous health-promotion and consumer-protection measures, but the ministry said there is still no comprehensive law specifically regulating the marketing of unhealthy foods and drinks to children. The draft legislation has been under development since 2020, according to the World Obesity Federation’s country tracker.

Public consultations on the draft law are open from May 18 to June 18, 2026. The ministry said the proposal aligns with recommendations from the World Health Organisation, the United Nations Inter-Agency Task Force on the Prevention and Control of NCDs, ASEAN and UNICEF, all of which support legal controls on HFSS food marketing aimed at children.

The Nation reported that officials noted that more than 20 countries, including Singapore, Chile and the United Kingdom, have already introduced similar measures to reduce children’s exposure to unhealthy food advertising. The ministry said stronger regulation, combined with improved food and health literacy, could help promote healthier eating habits and reduce future pressure on Thailand’s healthcare system and economy.

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Adapted by ASEAN Now Nation 26 May 2026