0370 270 6000

Childrens choice of food affected by advertising - report

6 October 2011

Direct advertising food to children can significantly affect their choices, according to research published today in the US Journal of Pediatrics.

The study showed that, after being shown an advertisement, 71 of children chose a coupon for French Fries while their parents remained neutral. The figure only dropped to 55 when parents intervened to ask children to choose the healthy option.

In 2006 the UK announced that all advertisements for foods that are high in fat, salt and sugar (HFSS) would be removed from all programmes which hold particular appeal for children up to the age of 16.

In 2010 Ofcom reviewed the impact of the changes and concluded that the restrictions introduced had significantly reduced the amount of HFSS advertising seen by children by more than one-third (37).

Nina Best, expert in advertising law at Browne Jacobson, hopes the findings will not lead to renewed calls for an outright ban on all HFSS food advertising in the UK:

"There is a strong case for tighter laws on advertising junk food on US television channels but the same cannot be said for the UK. We have some of the strictest laws in the world on advertising HFSS foods and further restrictions would be unnecessary. Overall the impact of advertising on food choice, compared to influences such as peer pressure, lifestyle, school policies and income levels is relatively small."

Focus on...

Blogs

IR35 rules to be scrapped from April 2023

The Chancellor’s recent mini-budget provided a significant announcement for business as it was confirmed that the off-payroll working rules (known as “IR35”) put in place for public and private sector businesses from 2017 and 2021 will be scrapped from April 2023.

View

Blogs

Cameras in convenience stores: a potential hornet’s nest..?

A convenience retailer has opted to install cameras (the “Facewatch” system) at a limited number of its English stores to reduce crime and protect its staff.

View

Blogs

Compliance - small businesses and new regulation

The Federation of Small Businesses (FSB) has released a report setting out the impact of new and changing regulations arising from the pandemic on small businesses across the UK.

View

Blogs

80% hours for 100% pay? That’ll do nicely

As has been widely reported this week, some 3,000 UK workers are taking part in a six month trial to assess the viability of a four-day working week without any reduction in their normal pay.

View

Lakhbir Rakar

Lakhbir Rakar

PR Manager