An analysis of food and drink promotion to children, published by the Department of Health, found that child-themed advertising spending on television was 41 per cent lower in 2007 than 2003.
However, food and drink advertising aimed at children in national and women's magazines increased by 42 per cent in 2007 compared with 2003, and a combined increase of 11 per cent was noted for radio, internet and cinema over the same period. Confectionery, cereal, non-alcoholic drinks and dairy products were the most heavily promoted items.
Restrictions on junk food advertising during TV programmes aimed at children under 16 were introduced in January, and dedicated children's channels will be banned from showing advertisements for such foods altogether from December (News, 10 January).
The research, Changes in Food and Drink Advertising and Promotion to Children, follows accusations from campaigners that food companies 'are going behind parents' backs' to promote junk food, by developing child-centred content on food manufacturers' websites or using cartoon characters on the packaging of unhealthy food (News, 24 July).
Dawn Primarolo, the public health minister, said, 'I am pleased that there are now fewer ads on TV that are tempting our children into bad eating habits - but we must keep our eye on other types of media. I hope that the industry will continue to play its part in reducing the exposure that children have to the promotion of food which is high in fat, salt or sugar.'
