Khaberni - Monitoring in the UAE revealed the spread of health advertisement models on social media platforms showing children with high weights within promotional advertisements and messages related to obesity. According to the monitoring that included various platforms, advertisements by hospitals and specialized health centers in combating obesity diseases relied on broadcasting images of children in a «before and after» manner, to highlight the results of treatment or weight loss. This raises concerns about the possible psychological repercussions on the young, reinforcing negative stereotypes, or exposing them to embarrassment and social stigmatization, in addition to the limits of using children in medical-themed promotional campaigns.
The UAE Ministry of Health and Community Protection confirmed that this pattern of promotional advertisements is prohibited inside the UAE, as protecting children and young people represents a consistent priority within its policies, emphasizing that health advertisements - including those presented by private medical facilities related to children's health - are directed to the general public without targeting children as a specific category.
The ministry mentioned the precautions about involving children in health advertisements related to obesity, stating that the controls and regulations approved for health advertisements confirm the protection of children and young people's health.
It confirmed that there have been no recorded cases of exploiting children in advertising content or directing health messages to them specifically.
The ministry emphasized the review of advertising materials according to strict and specific conditions, to ensure they are free of any messages that may harm mental health or establish a negative image toward any category, including children suffering from obesity, in compliance with the system for licensing health advertisements and its implementing regulations.
It explained that the regulation of health advertisements in the country is part of an integrated institutional approach aimed at consolidating responsible practices that align with national health policies, supporting the building of a preventive and sustainable health system that places humans at the forefront of priorities. The controls approved for health advertisements confirm the protection of children and young people's health as a part of the health of the family and community, in line with the public health law and the media regulation law.
In terms of mechanisms for assessing the content of health advertisements, the ministry has confirmed reviewing the advertisement content through the health advertisements licensing system in the ministry, which was developed to regulate and monitor the content of health advertisements. A specialized team reviews the advertisement materials to ensure they are free of any messages that may harm mental health or establish a negative image toward any group, including children suffering from obesity, in alignment with the ministry’s directions towards enhancing mental health and reducing any negative stereotypes about some individuals in society.
It indicated that it reviews the content of promotional campaigns through the health advertisements service and provides feedback in accordance with the best global practices. The ministry has not recorded any cases of exploiting the presence of children in advertising content or directing health messages to them specifically, being part of the ministry's role in supervision and inspection to ensure compliance with the standards and regulations regulating health advertisements.
It clarified that health advertisements are directed to the general public, and are published via the official accounts of these facilities without targeting children as a specific category.
It also plans health media campaigns to ensure the selection of content and means appropriate for the age groups considered, reflecting its commitment to presenting responsible and impactful messages.
Regarding the role of the ministry towards advertising companies and media institutions, it confirmed that it plays a supervisory and regulatory role through the health advertisement licensing system, aimed at ensuring compliance with the controls and standards approved, in addition to raising awareness of the correct foundations for producing health content through providing relevant guidelines and requirements, continuous communication, and advising when needed, enhancing partnership with the media sector.
It referred to the memorandum of understanding it signed with the federal entity regulating the media to enhance joint cooperation in monitoring health advertisements and ensuring their compliance with the approved health standards, as part of efforts to integrate actions between government entities and unify regulatory frameworks contributing to sustainable development, according to the governmental vision aimed at enhancing quality of life and building a healthy sustainable society.
It mentioned that it is working to update the systems and regulations regulating health advertisements in general, to align with continuous developments in media platforms and digital channels and social networking sites, reflecting its eagerness to ensure that health advertisements comply with media developments, and supporting its strategic goals in building a safe and sustainable health environment.
«Ministry of Health»:
• We perform a supervisory and regulatory role through the system of licensing health advertisements.
• Updating the systems and regulations regulating health advertisements, to align with the development of digital platforms and «social networking sites».
