Big rise in press junk food ads

TV adverts for foods high in fat, salt and sugar are banned during programmes aimed at under 16s

Fewer children are being exposed to junk food advertising on UK TV but the industry is using other media outlets to get seen, a government report shows.

Print press doubled its share of the child-themed food and drink advertising market from 5% in 2003 to 11% in 2007, and an annual spend of £6.7m.

Likewise, the market share of radio, cinema and internet doubled and spend increased by 11% to £2.26m.

However, overall annual spend fell 41%, from £103m in 2003 to £61m in 2007.

TV advertising fell sharply in 2007, with a drop of 46% compared with 2003. In particular, there was less child-focused advertising for confectionery (down 62%), fast-food restaurants (down 71%), drinks (non-alcoholic, down 52%) and cereals (down 37%).

However, the advertising of dairy products to children rose 4%.

TV ban

Regulator Ofcom announced new restrictions on advertising food and drink to children in February last year, which now cover all children under the age of 16.

From January, all advertising of foods high in fat, salt or sugar will be banned on dedicated children's channels.

We must keep our eye on other types of media Public Health Minister Dawn Primarolo

The new restrictions also state that these foods should not be advertised around programmes that would have particular appeal to the under-16s broadcast at any time of day or night on any channel.

Public Health Minister Dawn Primarolo said: "A third of children in the UK are either overweight or obese - so it's essential that we help our children make healthy choices in what they eat. The food and drink industry has a huge role to play in this.

"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 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."

Baroness Peta Buscombe, chief executive of the Advertising Association, said: "We welcome the Department of Health report published today which clearly demonstrates the sea change in the nature and balance of food advertising and promotion to children and the commitment of the industry to advertise responsibly.

"It is noticeable the lengths industry has gone to ensure adherence to the new rules so that adverts for products which are high in fat, salt and sugar are not shown in children's media."

Julian Hunt of the Food and Drink Federation said the UK marketing landscape had changed out of all recognition in recent years due to a combination of strict regulatory and voluntary measures.

A spokesman for the Advertising Standards Authority (ASA) said the findings showed that the strict new food advertising rules were working.

"The ASA will continue to do its job to ensure that ads remain socially responsible and children are protected," he said.

But Maura Gillespie of the British Heart Foundation said: "If the government wants to show it has the stomach for the fight against childhood obesity it should ban junk food advertising prior to 9pm on TV and introduce online advertising regulations."