Junk Food Ads Moving To Wider Media

Although ads for foods that are high in fat, sugar and salt are less frequent on TV, they are appearing more often in press, radio and the internet, according to a new report by the Department of Health.

However, the report also reveals that food advertising aimed at children fell across all media by 41% between 2003 and 2007.

In 2003, companies spent £103 million on food advertising to children. By 2007, this figure had fallen by 41% to £61 million.

TV advertising was most affected, with Ofcom introducing regulations to protect children from junk food ads (see Ofcom To Phase In HFSS Restrictions).

TV junk food ads targeting kids in the past five years showed a 46% decrease, from nearly £100 million in 2003 to around £55 million last year.

Public health minister Dawn Primarolo said, “I am pleased that there are now fewer ads on TV that are tempting our children into bad eating habits.

“But we must keep our eye on other types of media. I hope the industry will continue to play its part in reducing the exposure that children have to the promotion of food which is high in fat, salt or sugar”.

The report comes as Ofcom conducts a review of junk food TV advertising rules, and forms part of a wider governmental strategy, under the banner “healthy weight, healthy lives.”

Department of Health: www.dh.gov.uk