Fewer children exposed to TV junk food adverts, study suggests

Fewer youngsters are being exposed to junk food advertising on television – with child-themed advertising spend decreasing by 41 per cent since the beginning of 2003, according to a new report.

The Department of Health notes the study – entitled Changes In Food and Drink Advertising And Promotion To Children – notes there was less child-focused advertising for fast food restaurants, non-alcoholic beverages, cereals and confectionery.

Despite and increase in the annual spend on food and drink adverts, child-themed advertising spend fell from 103 million pounds in 2003 to 61 million pounds in 2007.

Public health minister Dawn Primarolo says the food and drink sector has a “huge role” to play in helping young people make healthy choices about what they eat.

“I hope that 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,” she adds.

Ms Primarolo expressed her satisfaction that there are fewer adverts on television that tempt children into “bad eating habits”.

The study was carried out for the Department of Health by Thomson Intermedia and focused on overall ad spend in the food and drink sector as well as the output of the Food and Drink Advertising and Promotion Forum.