One in four outdoor ads promote HFSS products that would be banned on TV under the government’s looming junk food watershed, according to new research.
The study by Bite Back, the University of Liverpool and Impact on Urban Health claims children in the most deprived areas are being swamped with ads from fast food brands, and calls for the scope of the regulations to be extended
The research found 44% of all HFSS ads covered were in such areas, despite making up a small portion of the population, while just 4% of HFSS ads appeared in the least deprived areas.
The new study, carried out in February, used footage from cameras mounted on a bicycle.
The study analysed outdoor advertising in Liverpool, Southwark (London), Birmingham, and Newcastle upon Tyne. Whilst overall 25% of outdoor adverts were promoting HFSS products, the level was as high as 45% in Newcastle.
It also found more than a third (35%) of schools had at least one HFSS advert within 400m of their gates. In Newcastle, one primary school was found to have seven HFSS advertisements within just 400m.
Health secretary Wes Streeting has accused fast food firms of “cruelly targeting kids” with ads near schools, whilst dozens of councils have followed Transport for London’s lead in banning HFSS ads from their advertising estate.
Professor Mark Green, University of Liverpool, said: “This new study sheds light on why children in more deprived areas are disproportionately affected by poor health. These children are surrounded by more unhealthy food options and advertising, which can lead to increased consumption of junk food and sugary drinks.
”As a result, children in the most deprived areas of England are more than twice as likely to suffer from obesity compared to those in wealthier areas, with this gap having widened over the past decade.”
Nicki Whiteman, interim CEO of Bite Back, said: ”The changes we’re calling for are crucial for holding junk food companies accountable for the impact their marketing has on children’s health, and shifting the balance of power from industry interests to policies that genuinely prioritise public health.”
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