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British Junk-food Ads Targeting Children Drop

Milly Glaister
Media Week
October 13, 2008

LONDON - Advertisers are less likely to target children with junk-food ads following government restrictions, according to a new report published by the Department of Health today.

Companies targeting children were found to have significantly cleaned up their act over the past five years, with child-themed food advertising across all media falling 41% between 2003 and 2007.

This includes a noticeable 46% fall in TV advertising in addition to less child-focused advertising for confectionary.

However, in total, ads for fast food, non-alcoholic drinks and cereals across press, radio, internet and cinema all recorded increases - 42% in national and women's magazines and a combined increase of 11% across radio, internet and cinema.

Despite the increase in the annual spend of food and drink advertising, child-themed spend fell from 103m in 2003, to 61m in 2007.

The report, Changes in Food and Drink Advertising and Promotion to Children, is part of a series of measures undertaken by the Government to tackle child obesity in the UK.

A new national movement called Change4Life launches this autumn, before a major publicity campaign in January to educate people throughout England to live healthier, more active lives.





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