A influência do marketing digital de alimentos ultraprocessados na obesidade infantil no brasil: revisão de literatura

Abstract

INTRODUCTION: Childhood obesity is one of the main public health challenges of the 21st century. The number of children with overweight or obesity has increased alarmingly, both worldwide and in Brazil. This growth is directly associated with the increased consumption of ultra-processed foods and the influence of digital marketing, which uses resources such as influencers, online advertisements, and interactive games to target children, promoting unhealthy eating habits and contributing to the early onset of chronic diseases. OBJECTIVE: To analyze how digital marketing strategies for ultra-processed foods influence eating habits and contribute to the rise of childhood obesity in Brazil. METHODOLOGY: This is an integrative literature review, conducted through the analysis of scientific publications related to the influence of digital marketing of ultra-processed foods on childhood obesity. The searches were carried out in the SciELO, PubMed, and Google Scholar databases, covering the period from 2019 to 2025. Nine studies addressing the influence of digital marketing of ultra-processed foods on children's eating behavior were included. RESULTS: Findings reveal that digital marketing of ultra-processed foods employs sophisticated persuasive strategies, including algorithmic personalization, gamification, influencer use, and the integration of advertisements into entertainment content. These actions exploit the emotional and cognitive vulnerabilities of children and adolescents, increasing both exposure and consumption of low-nutritional-value products. Evidence indicates up to a 30% increase in preference for ultra-processed foods and a 25% rise in average caloric intake after exposure to digital campaigns. In Brazil, complaints to CONAR highlight the predominance of digital advertising and the absence of specific online regulations. Economic studies project an increase in public health costs related to childhood obesity, reaching approximately BRL 3.8 billion by 2060 if no effective interventions occur. DISCUSSION: The results reinforce that digital marketing creates an obesogenic environment, normalizing the consumption of unhealthy foods and negatively influencing dietary patterns from childhood. International research by WHO and PAHO aligns with these findings, showing that frequent exposure to digital strategies increases early and recurring consumption of ultra-processed products. In the Brazilian context, the lack of specific regulations for digital child-directed advertising limits the control of these practices. Literature also highlights that nutritional education and family mediation play a partially protective role but remain insufficient against the reach and sophistication of digital strategies. Therefore, strengthening public policies and specific regulations for the digital environment, aligned with WHO and UNICEF recommendations, is urgent to protect children’s health and rights. CONCLUSION: The results indicate that digital marketing of ultra-processed foods is a relevant risk factor for childhood obesity, directly influencing children’s food choices and eating habits. There is an urgent need for public policies that restrict digital advertising aimed at children and promote educational actions involving schools, families, and health professionals. Although this review was limited to studies published between 2020 and 2025, the findings reinforce the importance of new longitudinal research on the topic and highlight the social and scientific relevance of protecting children from the harmful effects of digital marketing.