How TV ads feed children junk food

Youngsters are being brainwashed into demanding foods high in fat, salt and sugar.

Junk food firms are facing demands for curbs on TV advertising to children in an attempt to stave off an obesity epidemic. All the big names of fast food are among the brands in the dock.

There seems to be a direct line between overweight children and the impact of TV advertising. In the UK, as many as 8.5 per cent of six-year-olds are already considered obese while the figure rises to 15 per cent of 15-year-olds.

The Food Standards Agency (FSA) pulled together the results of 118 studies covering children's attitudes to food advertising. Demands are being made for a ban on TV advertising to children of junk foods.

Among other options are health warnings on packets and improved education. Campaigners also want a 'fat tax' on advertising of unhealthy foods.

The government could use the money raised to promote fruit and vegetables, using sport and pop stars.

The FSA team led by Dr Gerard Hastings, professor of social marketing at the University of Strathclyde, found "strong and consistent evidence that exposure to food promotion influences children's purchasing and purchasing related behaviour".

They also found "reasonably strong evidence that advertising influences the choices children make for instance at home". They also found evidence that TV commercials influence what youngsters think is good for them.

"There is a link between marketing and what children feel and do about food," Professor Hastings said. As a society, we are facing an enormous problem. Food is by far the most commonly advertised product category.

Five product categories dominate, soft drinks, pre-sugared cereals, confectionery snacks and fast food restaurants. These advertised products are all high in sugar, salt and fat.

Looking at policy options, Professor Hastings said: "Health warnings on bags of crisps restricting advertisings or improved media literacy for kids in school are among any number of possibilities. But no one of them is the magic bullet."

FSA spokesman Neil Martinson said that on average, children consume about 5 per cent more saturated fats, sugars and salt then was desirable. "You have extremes where the consumption is much higher," he warned.

The Food Commission, a health lobby group, said: "We are allowing children to be systematically targeted with advertising for unhealthy foods".

The Co-op called for an all-out ban on 'unhealthy' TV ads. Spokeswoman Christine Clarke said, "Our customers - parents in particular - are crying out for action to be taken".

The message in the advertising is that the products are fun and make you happy. No mention is made that they can lead to diabetes and obesity.

The National Heart Forum, an alliance of 45 organisations, including medical professionals, also backed a ban.

Gary Lineker, the former football England captain who has been promoting Walkers crisps, said, "The responsibility for fat children lies with their parents".