Most TV adverts for sweets, crisps and chocolate shown when children are likely to be watching are placed by firms who claim not to promote their products to that age group. The disclosure, in new research by the University of Liverpool, has prompted claims that food giants such as Mars, Haribo and PepsiCo are in “flagrant” breach of their own codes of behaviour.
The academics found that 80% of all ads for confectionery and snacks shown on UK TV before the 9pm children’s viewing watershed were from those three firms, plus Kellogg’s and Mondelez. Their analysis of ads shown on 76 channels also revealed that 49% of all such ads are broadcast between 5.30am and 9pm, when viewing by children is at its highest.
The Department of Health and Social Care said: “We are committed to tackling [obesity] head on, shifting our focus from treatment to prevention as part of our 10-year health plan. “We have already made a strong start by restricting junk food advertising on TV and online, limiting schoolchildren’s access to fast food, and confirming that we will take steps to ensure the soft drinks industry levy (sugar tax) remains effective and fit for purpose.”