Tackling the new emerging endemic of childhood obesity

Childhood obesity is a growing global public health issue, with the number of children aged 5-19 years old living with obesity predicted to rise from 158 million in 2020 to 254 million in 2030. This rise is attributed to sociodemographic and behavioural factors, as well as societal advancements and policies that foster an obesogenic environment. The Eastern Mediterranean region is expected to see a rise in childhood obesity, with the prevalence of obesity in the Gulf Cooperation Council countries projected to range from 22% to 27% by 2030. The World Health Organization warns of a growing obesity rate in Eastern Mediterranean countries due to a nutrition transition linked to urbanisation, fast food consumption, and sedentary lifestyles. The proliferation of ultra-processed fast-food retail outlets, particularly targeting young children, has led to increased consumption of unhealthy foods, which will reflect itself in adverse health outcomes.

In Oman, both adult and childhood obesity are endemic problems, with adult obesity increasing from 10.5% in 1990 to 23.2% in 2017, and childhood obesity affecting 12.5% of children. In recent years, there has been a substantial transformation in eating patterns in Oman, with a shift from the traditional diet to a Western diet rich in salt and fat and poor in nutrients, aided by economic growth, urbanization, and globalization. Ultra-processed fast-food retail outlets, both local and multinational corporations, have proliferated because of this transition, particularly in urban areas. Furthermore, the outlets’ promotional activities, which specifically target young children, have a greater impact on their eating habits, dietary preferences, and food choices. Despite the notion that infrequent fast-food consumption by parents may have a protective effect on children’s fast-food intake, research suggests that child-targeted fast-food advertising may mitigate that benefit.

Fast-food consumption is linked to obesity due to several factors, including unhealthy ingredients, larger portion sizes, affordability, and availability. It is also linked to various noncommunicable diseases and certain types of cancer, including breast and colorectal cancers. Although the association between fast food and obesity is well established, its impact is variable across nations. A study in Oman found that those who consumed fast food more frequently are more likely to develop childhood obesity, which is consistent with the existing literature. Addressing fast-food regulation as part of a larger societal intervention is important to control childhood obesity and reverse the obesity trend in Oman.

The government has an obligation to protect public health from the harmful effects of fast-food products, as they have negative health and economic consequences on a short- and long-term scale. First, active measures should be taken to regulate fast-food retail outlet distribution near residential areas and educational facilities. Second, increasing public awareness of the negative health effects of consuming fast food on one’s health, particularly among parents, teachers, and children. Third, fast-food advertising and promotion can have an immediate and long-term impact on children’s health by influencing their food preferences and encouraging fast-food consumption. Eliminating advertising, both offline and online, can curb fast-food consumption among this vulnerable group. Fourth, create a nationwide healthy meal program at school that prohibits serving fast food and other junk food in schools and promotes more healthy options. Raising children’s awareness about healthy foods and the marketing strategies employed by food companies to sell unhealthy foods will assist them in making healthy decisions early in their lives.

* The author is a senior specialist family medicine and public health doctor from Oman. She holds a bachelor’s in health science, a degree of Doctor of Medicine (MD), a certificate of completion of training and specialty from the Oman Medical Specialty Board (OMSB), a membership from the Royal College of General Practitioners (MRCGP), an Arab Board certificate in family medicine, a master’s in public health from University College Dublin (Hon.), and Diplomate Membership of Faculty Public Health Medicine (DFPH, Ireland).