UK obesity policy has stagnated in recent years after the Conservative government decided to postpone a number of measures designed to create healthier food environments. These included plans to introduce a 9pm TV advertising watershed for foods high in fat, sugar and salt (HFSS) along with new restrictions on online advertising, which are now scheduled to come into force in October 2025, more than two and a half years after the original planned start date of January 2023 (Labour has committed to enacting them).
Businesses trying to promote products classified as unhealthy still need to ensure they stay on the right side of industry codes of practice, as was highlighted by a case involving Just Eat this week. The food delivery platform fell foul of the UK code of non-broadcast advertising and direct & promotional marketing (CAP Code) after a complaint from a young health campaigner was upheld by the Advertising Standards Authority (ASA).
In December 2023, an activist from Bite Back, a youth-led movement campaigning for a fairer food system, received a paid-for Facebook advert from Just Eat, promoting McDonald’s products including a Big Mac and McMuffins – items classified as HFSS. Bite Back challenged whether the advert was directed at children under the age of 16 through the selection of the media or context in which it appeared, which is not permitted under the code. Despite the ad being targeted at individuals aged over 18 years using Meta’s age targeting tools, the ASA upheld the complaint judging that Just Eat had not taken sufficient care to ensure that the ad was not directed at under 16s and should have used interest-based targeting measures to minimise their exposure to it.
Bite Back said the ruling underscored the urgent need for stronger regulations to curb junk food ads aimed at children, citing research showing that children in the UK are exposed to 15 billion junk food adverts online each year. “With stricter regulations set for next year, food companies appear determined to maximise their reach to young people. Therefore, it’s crucial for the new government to enact this legislation as soon as possible and ensure these important rules are implemented without further delays,” said James Toop, CEO of Bite Back.
The group was making a noise in London’s Westfield White City this week where it launched a new anti-junk food campaign targeting shopping centres, service stations and other public spaces. Bite Back has bought up billboard space on which it will call out what it describes as “manipulative marketing tactics” and display messages challenging people to reconsider the impact of junk food ads on their daily lives.
As well as fighting back against unhealthy food advertising, young people are also increasingly shunning alcohol. New data from CGA by NIQ has found that almost a third of young people (18-24 year olds) are drinking less than they did a year ago and 13% are completely abstaining from alcohol. Instead, more young people are choosing soft drinks when they go out with 18-24-year-olds more likely to choose soft drinks in a bar or late-night setting versus the average consumer.
This demographic is also more health-conscious, according to the survey, with three quarters saying they are trying to lead a healthier lifestyle (74%) and actively seeking to make environmentally conscious choices (73%). “As moderation becomes a key trend, particularly among younger generations, the ability to offer appealing, high-quality, and health-conscious soft drinks is crucial for success,” said CGA client director Violetta Njunina.
Also covered in this week’s Footprint news is research showing that people with diets high in processed and red meat have a greater risk of developing type 2 diabetes; praise for Tesco’s publication of a crustacean welfare policy; and evidence that humans will encroach further into wildlife habitats over the next half a century.
