Child-themed advertising spend fell overall (from £103m in 2003 to £61m in 2007) - despite an increase in the annual spend on food and drink ads.
This fall is most notable in TV advertising which fell sharply in 2007 with a drop of 46% compared to 2003. In particular, there was less child-focused advertising for confectionery, fast food restaurants, soft drinks and cereals.
Public Health Minister Dawn Primarolo 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.'
This report is part of a raft of measures taken across Government to tackle the difficult subject of child obesity. The £372m Government strategy 'Healthy Weight, Healthy Lives' published at the beginning of the year, revealed that children's diets are proportionally worse than adults.
Change4Life, a new national movement, launches this autumn before a major publicity campaign starts in January. This movement will help people throughout England to live healthier, more active lives.
The Government has also been working with Ofcom and the Department for Culture, Media and Sport on reviewing the effectiveness of the current restrictions on food and drink advertising to children. They are currently conducting a review to look at what industry is doing to improve the nature and balance of food promotion. The Ofcom review is expected to be published by the end of this year.
Full media breakdown for child themed ads junk food ads:
TV - 46% decrease in 2007 compared to 2003;
Press - 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.
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