Junk food firms cut adverts for children

Junk food advertising aimed at children is being scaled down.

Only weeks before a White Paper that may propose tough laws, food advertisements shown around children's TV programmes have been slashed.

The number of food and soft drinks commercials has dropped by 20 per cent in a year. Experts claim manufacturers fear they will be blamed for an obesity epidemic and face regulation.

In the past two years, products such as Dairylea Lunchables, Ribena and McDonald's Happy Meals have come under fire for containing high levels of salt, sugar or fat and for running commercials aimed at children. According to a survey more than 10,000 fewer adverts for food, soft drinks and chain restaurants appeared during children's TV in September this year compared with last September.

Analysts Nielsen Media discovered the number had dropped from 45,000 to 34,703.

However, the number of adverts for food and drink during all programmes increased.

Chris Hayward of Zenith Optimedia, which buys TV slots for firms, said: "Food advertisers have begun to act responsibly because they realise the obesity issue is gathering momentum.

"A lot of food advertisers are evaluating whether they encourage children to eat things which are bad for them." The backlash began almost two years ago after an explosion in commercials for snacks high in fat and sugar.

It then emerged that a generation of children is growing up with problems including obesity and Type 2 diabetes caused by poor diet.

A report by watchdogs found that advertising influences children's eating habits. Also, a World Health Organisation report found that marketing junk food to children contributed to chronic diseases.

In recent months, more than 200 MPs have pledged their support for a Bill to outlaw marketing unhealthy food to children. But experts believe the industry has decided to jump,before being pushed.

"There are adverts from a year or 18 months ago that firms would never do now," a spokeswoman for the Food Advertising Unit said.

But consumer groups were sceptical. The Food Commission said: "The decline is probably due to nervousness about attracting bad publicity."

A Kraft spokesman denied changing its advert schedules for Dairylea Lunchables but said none had run for 10 months.