Brazil garners support for anti-UPF initiative at World Health Organization assembly
03 June 2026
Brazil has launched a diplomatic initiative to build support in the WHO to restrict the marketing of ultra-processed foods (UPFs), following the Brazilian model and other similar ones in place in different countries. The latest World Health Assembly was held in Geneva from 18 to 23 May.
For now, this proposal has the support of France, Mexico, and Uruguay.
Brazil notes that there is precedent for the WHO recommending that countries limit access to products that could harm children.
The proposal asks countries to develop, strengthen, and implement regulatory frameworks that restrict the marketing of ultra-processed foods, emphasizing the protection of children and adolescents, with measures such as banning UPF advertising near schools.
Crucially, the proposal also asks governments to adopt evidence-based definitions and classification systems for UPFs, which would help bridge controversies around the NOVA classification and move the debate forward.
Brazil is also targeting the marketing architecture around these products, including influencer content, data-driven personalisation, or branded characters aimed at children.
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