Website of the Department of Health

Fewer children being exposed to junk food advertising on TV

Fewer children are being exposed to junk food advertising on TV and child-themed advertising spend has decreased by 41 per cent since the beginning of 2003, it was announced today.

This fall is most notable in TV advertising which fell sharply in 2007 with a drop of 46 per cent compared to 2003. In particular, there was less child-focussed advertising for confectionery, fast food restaurants, non-alcoholic drinks and cereals.

Child-themed advertising spend fell overall (from £103 million in 2003 to £61 million in 2007) - despite an increase in the annual spend on food and drink ads. However, this varied across all media:

• TV - 46 per cent decrease in 2007 compared to 2003;
• Press - 42 per cent increase (national and women's magazines) in 2007 compared to 2003;
• Radio, internet and cinema - a combined increase of 11 per cent in 2007 compared to 2003.
  

Of the types of food being promoted there was a fall in 2007 compared to 2003 in those foods high in fat, salt or sugar being advertised:

• Fast food - 71 per cent decrease.
  
• Confectionery - 62 per cent decrease.
  
• Non-alcoholic drinks - 52 per cent decrease.
  
• Cereal - 37 per cent decrease.
  
• Dairy - 4 per cent increase.
  

The report, Changes In Food And Drink Advertising And Promotion To Children, shows the prevalence of advertising to children by the food and drink industry. It sets out details of an analysis carried out for the Department of Health on advertising across all media to children from January 2003 to December 2007. The report will form a baseline against which future child-themed advertising can be measured.

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• See the full report