Confronting corporate power: addressing commercial determinants of health and the rising non-communicable disease epidemic in South-East Asia

The South-East Asia Region (SEAR) faces a growing burden of non-communicable diseases (NCDs), shaped in part by complex commercial determinants of health (CDoH). This analysis considers how aggressive marketing, policy interference and addictive product design by the tobacco, alcohol and ultra-processed food (UPF) industries contribute to this burden. SEAR’s distinctive demographic, cultural and economic conditions create both vulnerabilities and opportunities. Rapid urbanisation, high population density, rising disposable incomes and uneven policy enforcement create environments in which commercial actors can expand market reach and influence consumption patterns. These industries frequently target youth and lower socioeconomic groups through tailored marketing, sponsorships, digital engagement and strategic product placement. Cultural norms further shape consumption in SEAR, including the longstanding use of smokeless tobacco, socially embedded alcohol consumption in several countries and the growing incorporation of UPFs into daily diets. These patterns are strengthened by expanding digital and e-commerce ecosystems that increase exposure, accessibility and the normalisation of health-harming products across diverse populations. Despite challenges, the region can address CDoH by adapting evidence-based strategies like marketing restrictions, excise taxes on sugar-sweetened beverages and safeguards against industry interference to local policies. Strengthening regulatory frameworks, enforcing comprehensive marketing restrictions and adopting WHO ‘best buy’ interventions are critical steps. In parallel, international cooperation and capacity building in low- and middle-income countries are essential, as is the engagement of civil society and academia to enhance accountability and support effective policy implementation. Collectively, these strategies can help SEAR accelerate progress in reducing NCD risks and improving population health.