Marketing of ultra-processed foods on popular radio channels in Kenya

There is a dearth of information on the extent of marketing of ultra-processed foods on traditional media such as radio in low- and middle-income countries (LMICs). Consumption of ultra-processed foods is associated with nutrition-related noncommunicable diseases such as overweight/obesity, type 2 diabetes, and cardiovascular diseases. This study aimed to examine the marketing of ultra-processed foods on the most widely accessed radio stations across three counties in Kenya.

This was a cross-sectional quantitative study conducted in three counties: Nairobi, Mombasa, and Baringo counties in the period between December 2021 to February 2022. We purposively selected 5 radio stations based on their popularity in different counties according to the Communications Authority of Kenya ratings. Using stratified sampling, we selected 8 recording days: 4 weekdays and 4 weekend days for three months. The recorded data were coded using a structured questionnaire. The key variables included the food and non-food and beverage products advertised on the radio stations, categorization of the food, non-food beverage products, time slots of the advertisements, promotional strategies, and premium offers.

Of the 1499 advertisements on the radio, 15.7% (n = 235) were food and beverage products. The most advertised food categories were sugar-sweetened beverages (44.7%) and alcoholic drinks (23.4%). Ultra-processed foods (UPFs) accounted for 58.3% of the non-alcoholic food and beverage product advertisements on the radio. There was a significantly higher level of UPFs during the weekdays (58.3%) compared to weekend days (39.0%) (p < 0.001), school holiday seasons (73.4%) compared to non-school holiday seasons (46.5%) (p < 0.001), and in urban areas (70.1%) compared to rural areas (34.5%) (p < 0.001).

We observed a high level of UPF marketing across both rural and urban settings, with higher proportions recorded in urban areas and during school holiday periods. To support healthier food environments, there is a need for regulatory action targeting radio advertising of unhealthy foods. This may include restrictions during peak child listening hours, regulation of persuasive content, and clear identification of sponsored food promotions.