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British Junk-food Ads Targeting Children
Drop
Milly
Glaister
Media Week
October 13, 2008
LONDON - Advertisers are less likely to target children
with junk-food ads following government restrictions,
according to a new report published by the Department of
Health today.
Companies targeting children were found to have
significantly cleaned up their act over the past five
years, with child-themed food advertising across all
media falling 41% between 2003 and 2007.
This includes a noticeable 46% fall in TV advertising in
addition to less child-focused advertising for
confectionary.
However, in total, ads for fast food, non-alcoholic
drinks and cereals across press, radio, internet and
cinema all recorded increases - 42% in national and
women's magazines and a combined increase of 11% across
radio, internet and cinema.
Despite the increase in the annual spend of food and
drink advertising, child-themed spend fell from £103m in
2003, to £61m in 2007.
The report, Changes in Food and Drink Advertising and
Promotion to Children, is part of a series of measures
undertaken by the Government to tackle child obesity in
the UK.
A new national movement called Change4Life launches this
autumn, before a major publicity campaign in January to
educate people throughout England to live healthier,
more active lives.
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