Crisps 'not a treat' for children

Crisps: no longer very special?

Children's diets are now so poor that more than two-thirds of them do not think fast food is a treat, British Heart Foundation research suggests.

A poll of 500 youngsters also found that 82% do not think of crisps as anything special. More than half do not consider sweets a treat.

The charity wants the government to ban the marketing of what it describes as junk food to children.

These messages were undermining what "normal" food was, it claimed.

"The infestation of artery-clogging foods that make up our children's everyday diets is putting their hearts and long-term health at risk," said BHF Director of Prevention and Care, Dr Mike Knapton.

Complete ban

Adverts for foods that are high in fat, sugar and salt are already banned during programmes which are aimed at the under-16 audience.

Junk food marketing messages are skewing children's idea of what normal food is and undermining their understanding of a treat Dr Mike Knapton British Heart Foundation

But the BHF wants all junk food advertisements banned before the 9pm watershed, which is when more children watch television.

It also wants food and drink firms to reduce their internet presence, and stop putting messages aimed at children on packaging. The Food and Drink Federation, which represents the industry, said UK firms were now widely recognised as "leading the world" in reformulating products; offering consumers healthier choices; and introducing improved nutrition labelling.

"When it comes to marketing, the UK already has some of the strictest rules in Europe - thanks to a combination of regulation and voluntary action covering TV and non-broadcast marketing," said Federation spokesman Julian Hunt.

A spokesperson for the Department of Health said: "We are reviewing the impact of the current regulations on the nature of advertising.

"We are taking this seriously and if we do not see significant progress in the nature and balance of food promotion, then we will look at how we can make faster progress. We are also developing a comprehensive cross Government strategy on obesity which will be published later this year."