The Ministry of Health of Kazakhstan has developed a number of proposals aimed at restricting advertising campaigns for fast food, sugary drinks, and other products containing high amounts of sugar, salt, and saturated fats that target children's audiences.
These restrictions apply to the promotion of the specified products through television, radio, outdoor advertising, and social networks. The department hopes that such measures will help reduce the impact of marketing on the formation of dietary habits in children and adolescents, as minors, according to the Ministry of Health, are very sensitive to bright packaging, influencer advertising, and online promotion.
The proposed changes do not concern a complete ban on the products themselves, but rather the regulation of their promotion among children. Currently, the ministry is preparing a regulatory impact assessment to evaluate the potential consequences of these initiatives.
The need for such measures is driven by current child health indicators. According to studies, 23% of children in Kazakhstan aged six to nine years have overweight, and another 6% suffer from obesity. It was also noted that 17.5% of teenagers regularly, meaning at least once a week, consume energy drinks.
This initiative continues the public discussion about children's nutrition in Kazakhstan. Previously, President Kassym-Jomart Tokayev instructed the government to study the issue of aggressive fast food advertising, emphasizing the importance of attention to its impact on the health of young citizens.
Certain restrictions already exist in the country: for example, the sale of energy drinks to persons under 21 years of age is prohibited. Furthermore, a new nutrition standard has been in effect in educational institutions since September 2025, which provides for an increase in the share of vegetables, fruits, and dairy products while simultaneously reducing the content of sugar and salt in the diet.
In terms of international context, it is mentioned that the New Zealand government previously proposed banning access to social media for children under 16. Similar restrictions are already in place in Australia, while the UK and Greece plan to implement them next year.