World Health Organisation accuses advertisers of bypassing junk food rules
The World Health Organisation has spoken out against the UK food advertising industry after concluding that it is bypassing junk food ad rules and so contributing to an obesity epidemic amongst children.
Recent efforts to clamp down on the promotion of unhealthy foods have been circumvented according to the WHO report, which notes a switch away from advertising on children’s programming, which has now been banned, toward family shows such as Britain’s Got Talent and the X Factor.
Food firms are also switching toward video games, mobile and social media to reach children directly, sparking the call for tighter regulation of the industry.
Zsuzsanna Jakab, regional director of WHO Europe, said: “Millions of children across the region are being subjected to unacceptable marketing practices. Policy simply must catch up and address the reality of an obese childhood in the 21st century.
"Children are surrounded by adverts urging them to consume high fat, high sugar, high salt foods, even when they are in places where they should be protected, such as schools and sports facilities."
Despite such loopholes Ofcom states that children’s exposure to adverts for the likes of crisps, fizzy drinks and chicken nuggets has declined by 37 per cent between 2005 and 2009.