Confronting corporate power

Addressing commercial determinants of health and the rising non-communicable disease epidemic in South-East Asia

Bibliographic Data

ID21880640
AuthorsShalini Bassi (0000-0001-6348-3335, Public Health Foundation of India), Saurabh Kumar Gupta (0000-0003-3267-1899, HRIDAY, New Delhi, India), Priyobrat Rajkhowa (0000-0003-4282-7885, HRIDAY, New Delhi, India), Rainer Martens (0000-0002-2416-2309, Alliance for Health Policy and Systems Research), Suvajee Good (World Health Organization Regional Office for South-East Asia), Monika Arora (0000-0001-9987-3933, Public Health Foundation of India)
Year2024
Volume9
IssueSuppl 1
Pagese018082
Publication date2024-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBMJ Global Health (JOURNAL)
Journal identifiersISSN: 2059-7908 • E-ISSN: 2059-7908
PublisherBMJ (PUBLISHER • GB)
DOI10.1136/bmjgh-2024-018082
PMID41951246
OpenAlexW7152074872
LanguageEN
References cited35

The South-East Asia Region (SEAR) faces a growing burden of non-communicable diseases (NCDs), shaped in part by complex commercial determinants of health (CDoH). This analysis considers how aggressive marketing, policy interference and addictive product design by the tobacco, alcohol and ultra-processed food (UPF) industries contribute to this burden. SEAR’s distinctive demographic, cultural and economic conditions create both vulnerabilities and opportunities. Rapid urbanisation, high population density, rising disposable incomes and uneven policy enforcement create environments in which commercial actors can expand market reach and influence consumption patterns. These industries frequently target youth and lower socioeconomic groups through tailored marketing, sponsorships, digital engagement and strategic product placement. Cultural norms further shape consumption in SEAR, including the longstanding use of smokeless tobacco, socially embedded alcohol consumption in several countries and the growing incorporation of UPFs into daily diets. These patterns are strengthened by expanding digital and e-commerce ecosystems that increase exposure, accessibility and the normalisation of health-harming products across diverse populations. Despite challenges, the region can address CDoH by adapting evidence-based strategies like marketing restrictions, excise taxes on sugar-sweetened beverages and safeguards against industry interference to local policies. Strengthening regulatory frameworks, enforcing comprehensive marketing restrictions and adopting WHO ‘best buy’ interventions are critical steps. In parallel, international cooperation and capacity building in low- and middle-income countries are essential, as is the engagement of civil society and academia to enhance accountability and support effective policy implementation. Collectively, these strategies can help SEAR accelerate progress in reducing NCD risks and improving population health

Civil society · Enforcement · Excise · Population · Population health · Public health · Consumer Attitudes and Food Labeling · Global Public Health Policies and Epidemiology · Smoking Behavior and Cessation · Health Policy

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Open DOIOpen Access