Advertising ultra-processed foods around urban and rural schools in Kenya

Bibliographic Data

ID19593590
AuthorsCaroline H Karugu (0000-0002-6914-9714, African Population and Health Research Center, corresponding author), Gershim Asiki (0000-0002-9966-1153, Karolinska Institutet, corresponding author), Milka Wanjohi (0000-0003-4289-4762, African Population and Health Research Center, corresponding author), Milkah N Wanjohi, Veronica Ojiambo (0009-0000-5201-7574, University of Nairobi, corresponding author), Sharon Mugo (African Population and Health Research Center, corresponding author), Peter Mwenda Kaberia (0000-0002-8082-4549, corresponding author), Richard E Sanya (0000-0001-6348-9075, African Population and Health Research Center, corresponding author), Amos Laar (0000-0001-5557-0164, University of Ghana, corresponding author), Michelle Holdsworth (0000-0001-6028-885X, Centre de Coopération Internationale en Recherche Agronomique pour le Développement, corresponding author), Stefanie Vandevijvere (0000-0003-3225-7524, Sciensano (Belgium), corresponding author), Charles Agyemang (0000-0002-3882-7295, Johns Hopkins University, corresponding author)
EditorsRashmi Josephine Rodrigues
Year2025
Volume5
Issue6
Pagese0003774
Publication date2025-06-23
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenuePLOS Global Public Health (JOURNAL)
Journal identifiersISSN: 2767-3375 • E-ISSN: 2767-3375
PublisherPublic Library of Science (PLoS) (PUBLISHER)
DOI10.1371/journal.pgph.0003774
PMID40549750
OpenAlexW4411551079
LanguageEN
Citations received2
References cited31

Marketing of ultra-processed foods (UPFs) can influence children’s food preferences and consumption patterns. However, limited data exist on the extent and nature of UPF marketing around schools in low- and middle-income countries, including Kenya. This study assessed the extent, type, and content of food and beverage advertising near schools in urban and rural settings in Kenya. We conducted a cross-sectional study in June–July 2021 across three Kenyan counties—Nairobi (urban), Mombasa (coastal urban), and Baringo (rural). Each county was stratified by socioeconomic status (SES), and schools were randomly selected. Food and beverage advertisements within a 250-meter radius of schools were documented. Data collected included the type of product, location, and promotional techniques used. Advertised products were categorized using the NOVA classification and the INFORMAS framework. Descriptive statistics were used to summarize advertisement patterns, and Poisson regression was applied to identify factors associated with UPF advertising. A total of 2,300 food and beverage advertisements were documented around 500 schools. Urban areas had a higher median number of advertisements (median = 25, IQR: 25–160) compared to rural areas (median = 10, IQR: 4–13). Nearly 48% of all advertisements featured UPFs. The most frequent promotional strategy involved cartoon and company-owned characters, while price discounts were the most common premium offers. In multivariate analysis, Baringo County showed a higher rate of UPF advertisements compared to Nairobi (PRR: 1.17, 95% CI: 1.01–1.36), as did lower versus higher SES areas (PRR: 1.10, 95% CI: 1.01–1.20). UPFs are commonly advertised around schools in Kenya, often using strategies that appeal to children. Regulatory efforts are needed to limit the marketing of unhealthy foods in school environments

Advertising · Business · Economic growth · Economics · Geography · Business Strategies and Innovation · Consumer Packaging Perceptions and Trends · Innovation and Socioeconomic Development

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