South Africa’s system for reporting harmful food and drink ads targeting children is not working effectively. A 2026 study submitted 11 complaints about unhealthy marketing across television, radio, YouTube, and billboards to South African regulatory bodies and found that none were satisfactorily resolved, with 9 experiencing procedural delays or being sent to the wrong agency. The research shows that South Africa relies too heavily on companies regulating their own advertising rather than having strong government oversight, leaving children vulnerable to marketing that influences unhealthy eating habits.
A new study from PLOS Global Public Health examined how well South Africa’s system works for reporting harmful food and drink ads aimed at children. Researchers submitted 11 complaints about unhealthy food ads, alcohol ads, and other marketing across TV, radio, YouTube, and billboards. They found that the current system, which relies mainly on companies regulating themselves, has serious problems: complaints take too long, get sent to the wrong places, and rarely result in real action. None of the 11 complaints were fully resolved in a way that actually protected children. The research suggests South Africa needs stronger government oversight to stop unhealthy marketing from influencing what kids eat.
Key Statistics
A 2026 research article analyzing South Africa’s advertising complaint system found that none of 11 complaints about unhealthy food, beverage, and alcohol ads were satisfactorily resolved, with 9 experiencing procedural problems like delays and incorrect referrals.
According to a 2026 study published in PLOS Global Public Health, South Africa’s Advertising Regulatory Board uses a narrow ‘specifically directed to children’ standard that fails to account for evidence that children are influenced by unhealthy product marketing even when ads aren’t explicitly aimed at them.
A 2026 analysis of South Africa’s advertising oversight found asymmetries in how the regulatory body evaluates commercial ads versus public health communications, applying stricter standards to health promotion messages than to marketing for unhealthy products.
The Quick Take
- What they studied: How well South Africa’s system for complaining about harmful ads actually works in real situations, especially ads targeting children
- Who participated: Researchers acted as regular people submitting 11 complaints about unhealthy food and drink ads, alcohol ads, and promotional content to South African regulatory bodies
- Key finding: None of the 11 complaints were satisfactorily resolved, and 9 out of 11 had procedural problems like delays and being sent to the wrong agency
- What it means for you: If you want to report a harmful ad targeting children in South Africa, the current system probably won’t help much. The country needs stronger rules and government oversight instead of relying on companies to police themselves
The Research Details
Researchers used a ‘mystery shopper’ approach, which means they acted like regular consumers to test how the complaint system actually works in real life. They selected 9 advertisements from a larger sample and submitted 11 complaints about unhealthy food and drink ads, alcohol ads, and promotional content across different platforms like television, radio, YouTube, and outdoor billboards. The complaints were sent to the relevant South African regulatory bodies that are supposed to handle these issues.
The researchers then evaluated whether the complaint system worked well by checking several things: Did complaints get handled quickly? Were they easy to submit? Did the right agency handle each complaint? Were the procedures clear and consistent? Most importantly, did the complaints actually result in action that protected children?
This approach is valuable because it tests the system as it actually functions, not just how it’s supposed to work on paper. By acting as real complainants, the researchers could see all the real-world problems that happen when someone tries to report a harmful ad.
Understanding whether complaint systems actually work is crucial for protecting children’s health. South Africa has a growing problem with overweight and obese children, and unhealthy food marketing is a major reason why. If the system for reporting these ads doesn’t work, then harmful marketing continues unchecked. This research shows whether the current approach of letting companies regulate themselves is sufficient or if stronger government action is needed.
This study has both strengths and limitations. The strength is that it tested the real system in real conditions, which gives honest results about how well it actually works. The limitation is that the sample size is small (11 complaints), so the findings may not capture every possible outcome. However, the fact that none of the complaints were fully resolved suggests a systematic problem, not just bad luck with a few cases. The research was published in PLOS Global Public Health, a peer-reviewed journal, which means other experts reviewed it before publication.
What the Results Show
The study found that South Africa’s advertising complaint system has serious problems at every stage. When researchers submitted 11 complaints about harmful ads, 9 of them had procedural issues like delays, being sent to the wrong agency, or unclear instructions about what to do next. None of the 11 complaints resulted in satisfactory resolution.
The main regulatory body, called the Advertising Regulatory Board (ARB), uses a very narrow standard for deciding if an ad is harmful to children. They only consider ads that are ‘specifically directed to children’ as problematic. However, research shows that children and teenagers are influenced by ads for unhealthy products even when those ads aren’t specifically aimed at them. This narrow standard means many harmful ads slip through without action.
The researchers also noticed something unfair: when the ARB evaluates public health ads (like ads encouraging healthy eating), they use a different, stricter standard than when they evaluate commercial ads for unhealthy products. This inconsistency suggests the system isn’t designed to protect children equally from all types of marketing.
The study revealed that South Africa’s system is fragmented, meaning different agencies handle different types of complaints without clear coordination. Some complaints got lost between agencies or took months to resolve. The procedures for submitting complaints were inconsistent, with different agencies requiring different information and following different timelines. These practical problems make it hard for regular people to report harmful ads, even when they want to.
According to Gram Research analysis, this study aligns with international evidence showing that industry self-regulation of advertising is often ineffective at protecting children. Other countries have found that when companies regulate themselves without government oversight, harmful marketing continues. The narrow ‘specifically directed to children’ standard used by South Africa’s ARB is similar to weak standards used in other countries, and research consistently shows these standards don’t adequately protect young people from unhealthy marketing.
The study tested only 11 complaints, which is a small number. While the results are concerning, a larger sample might reveal whether these problems happen consistently or just occasionally. The study also focused on specific types of ads (unhealthy food, alcohol, and promotional content) and specific platforms, so the findings may not apply to all advertising. Additionally, the study didn’t track what happened to ads after complaints were filed, so we don’t know if any were eventually removed even if the complaint process was slow or confusing.
The Bottom Line
South Africa should move away from relying on companies to regulate their own advertising and instead implement stronger government oversight. This could include independent regulatory bodies with real enforcement power, clearer standards for what marketing is harmful to children, and faster complaint resolution processes. High confidence: The current system demonstrably isn’t working. Moderate confidence: Government regulation would solve the problem (based on international evidence, though not directly tested here).
Parents and caregivers in South Africa should care about this research because it shows the system designed to protect their children from harmful marketing isn’t working. Teachers, pediatricians, and public health professionals should also pay attention. Policymakers and government officials should use this evidence to strengthen advertising regulations. People in other countries with similar self-regulatory systems should also consider whether their systems are effective.
Changes to advertising regulations typically take months to years to implement. If South Africa strengthens its system, it would likely take 6 to 12 months to see new rules in place, and several more months to see measurable changes in advertising practices.
Frequently Asked Questions
How effective is South Africa’s system for stopping unhealthy food ads aimed at kids?
Not effective. A 2026 study found that none of 11 complaints about unhealthy food and drink ads were satisfactorily resolved. The system relies on companies regulating themselves, which research shows is insufficient to protect children from harmful marketing.
What happens when you report a harmful ad to South African regulators?
According to a 2026 study, complaints often experience delays, get sent to the wrong agency, or have unclear procedures. Nine of 11 test complaints had procedural problems, and none resulted in satisfactory resolution, suggesting the complaint process itself is broken.
Why does unhealthy food marketing matter for children’s health?
Unhealthy food and drink marketing influences children’s eating preferences and household purchasing patterns, contributing to rising obesity rates and diet-related diseases. A 2026 South African study found this marketing is a major public health problem, yet the complaint system fails to address it.
What would fix South Africa’s advertising complaint system?
Researchers recommend moving from industry self-regulation to stronger government oversight with independent regulatory bodies, clearer standards for harmful marketing, and faster complaint resolution. Current evidence shows self-regulation isn’t protecting children effectively.
Do other countries have better systems for controlling unhealthy food ads to kids?
Yes. International evidence shows that countries with government-enforced advertising standards and independent oversight are more effective at limiting harmful marketing to children than countries relying on industry self-regulation like South Africa currently does.
Want to Apply This Research?
- Users could track unhealthy food and drink ads they see targeted at children across different platforms (TV, YouTube, social media, billboards) and note the product, platform, and time. This creates a personal record of marketing exposure and helps users recognize patterns in how companies target young people.
- Users can use the app to report concerning ads to regulatory bodies, with the app providing templates and guidance based on this research about what information to include and which agency to contact. The app could also educate users about why certain ads are problematic and how they influence children’s food choices.
- Track the number of ads reported, which platforms they appeared on, and how long it takes for responses. Over time, users can see whether the complaint system is improving or if patterns of problematic advertising persist. This data could also be aggregated to show regulators where the biggest problems are.
This research evaluates the effectiveness of South Africa’s advertising complaint system and is not medical advice. The findings apply specifically to South Africa’s regulatory framework. If you have concerns about harmful advertising in your country, contact your local health or consumer protection agency. This article summarizes research findings and should not replace consultation with healthcare providers, nutritionists, or regulatory authorities about advertising standards and children’s health.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.