A new report out today from the Department of Health shows how children are seeing significantly less junk food adverts on TV but are being exposed to many more in print media.

TV advertising fell sharply in 2007 with a drop of 46% 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% decrease in 2007 compared to 2003;

Print – 42% increase (national and women's magazines) in 2007 compared to 2003;

Radio, internet and cinema - a combined increase of 11% 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% decrease.

Confectionery – 62% decrease.

Non-alcoholic drinks – 52% decrease.

Cereal – 37% decrease.

Dairy – 4% increase.

Public Health Minister Dawn Primarolo said: "A third of children in the UK are either overweight or obese - so it's essential that we help our children make healthy choices in what they eat. The food and drink industry has a huge role to play in this.

"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."

This report is part of a raft of measures taken across Government to tackle the difficult subject of child obesity.

The £372 million backed Government strategy 'Healthy Weight, Healthy Lives' published at the beginning of the year, made it plain that children's diets are proportionally worse than adults.

Responding to the report, Julian Hunt, Food and Drink Federation Director of Communications, said: "This independent Government report confirms what we have been saying for some time, namely that the UK marketing landscape has changed out of all recognition in recent years due to a combination of strict regulatory and voluntary measures."

Words: Clare Riley

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