LRPS-2026-9203692 Cost-benefit assessment of the Act to Regulate the Marketing of Food and Beverages Affecting Children’s Health in Thailand

Description

UNICEF is seeking an institutional contractor to support conduct a cost–benefit assessment of the Act to Regulate the Marketing of Food and Beverages Affecting Children’s Health . Background In response to rising rates of overweight and obesity in Thailand, the Department of Health (DoH), Ministry of Health, has drafted an Act to Regulate the Marketing of Food and Beverages Affecting Children’s Health. The purpose of the Act is to reduce children’s exposure to the marketing of unhealthy food and beverage and improve children’s diets. Exposure to advertising for unhealthy foods has been shown to influence what and when children eat, shape their food preferences, and contribute to overweight, obesity, and diet-related non-communicable diseases in later life. The Act is a critical component of a broader package of interventions recommended by the World Health Organization (WHO) to address obesity and non‑communicable diseases in Thailand. Developed over more than five years through an extensive consultative process, including public hearings, the Act is currently awaiting the signature of the Minister of Public Health. It includes eight key measures to restrict the marketing of foods high in fat, sugar, and salt (HFSS) to children and adolescents up to 18 years of age, as outlined below. Labelling: Packaging must not use techniques that appeal to children, such as cartoons or child-targeted text, and must display clear, easy-to-understand symbols indicating high levels of fat, sugar, or salt. Value-for-money claims: Labels and marketing materials for HFSS products must not include statements suggesting value for money, whether in retail, wholesale, or e-commerce settings. Sales restrictions in schools: HFSS foods, drinks, and snacks will be prohibited in educational institutions below the tertiary level. Advertising bans: Advertising of HFSS products shall be prohibited across all communication channels, including television, radio, online media, billboards, public transport, and schools. Donations: Donations of HFSS products to schools or other places where children gather will not be permitted. Sponsorship and materials: Companies will be prohibited from supplying materials, equipment, or financial support for children’s activities if they include branding or messages that directly link to HFSS products. Community promotion: HFSS product promotion through groups, clubs, or online communities will be prohibited. Direct engagement with children: Companies must not promote HFSS products by directly contacting, inviting, or enticing children. As deliberations on the draft Act have progressed, policymakers have raised concerns about its potential implications for businesses and the wider economy. In parallel, representatives of the food and beverage (F&B) sector and related organisations have engaged with the Ministry of Public Health to highlight possible economic impacts—particularly for retailers and producers—and to call for careful consideration of the Act’s consistency with Thailand’s broader economic and growth objectives. However, the limited availability of robust, Thailand specific evidence on the Act’s anticipated impacts has constrained informed policy dialogue and advocacy. This evidence gap highlights the need for a dedicated cost–benefit assessment to support evidence-based decision-making that appropriately balances public health objectives with economic considerations. Under the 2025–2026 Work Plan Agreement between UNICEF and the Ministry of Public Health, UNICEF has committed to supporting the Department of Health to strengthen regulatory frameworks aimed at preventing obesity among children and young people. In line with this commitment, UNICEF is commissioning a cost–benefit analysis of the Act to Regulate the Marketing of Food and Beverages Affecting Children’s Health . The study will generate rigorous evidence to inform policy dialogue, address concerns regarding potential economic implications, and support ev