Selling Happiness in a Meal: Serving the Best Interests of the Child at Breakfast, Lunch and Supper

Following the global increase in childhood obesity, the World Health Organisation has renewed its calls upon governments to draft and implement clear policies regarding the marketing of energy-dense, micronutrient-poor foods and beverages to children. As part of such policies, two member states of the WHO, namely the United States of America and South Africa, recently increased their regulatory efforts in this regard. These measures elicited strong response from both parents and the fast food industry. The article seeks to discuss and evaluate these regulatory developments and the reaction thereto, while arguing that in an attempt to achieve a balance between the rights of all stakeholders, the best interests of the child must still at all times be considered to be paramount.