The new campaign by British Berry Growers promotes berries in out-of-home advertising spaces typically used by fast food, and calls on the government to extend the advertising ban.
The berry industry is joining calls for the UK government to extend the ban on junk food advertising from TV and online platforms to out-of-home spaces, in a bid to improve children’s diets.
Current restrictions limit the promotion of food and drink products high in fat, salt or sugar (HFSS) on TV before 9pm and in paid online advertising, but do not cover bus shelters, billboards or digital screens.
Outdoor spaces
A new campaign from British Berry Growers is drawing attention to the issue by installing parody adverts inspired by fast food brands.
Displayed in the same outdoor spaces usually used to promote HFSS products, the adverts replace burgers, fries and fried chicken with berries.
The campaign, called “A Fresh Outlook on Food”, is backed by TV presenter Kate Quilton and Dev Sharma, former youth MP and founding youth board member of Bite Back, which campaigns for healthier school food and fairer advertising.
“The rules have changed online and on television, but the moment children step outside, the old rules still apply,” said BBG chair Nick Marston.
Parody adverts
“Children are surrounded by marketing for fast food and HFSS products, while healthy foods such as berries are almost invisible in the outdoor advertising landscape.”
Research from the Food Foundation suggests junk food companies are shifting advertising spend from screens to out-of-home formats following the introduction of the watershed ban.
New research commissioned by British Berry Growers found that nine in ten parents say their child is exposed to junk food adverts during the school run.
Three in five parents are concerned about this exposure, while around two thirds say the adverts undermine healthy eating habits at home.
Parent data
“Foods like berries are packed with fibre, vitamins and antioxidants and can play an important role in a healthy, balanced diet,” continued Marston.
“Children deserve to see more of those positive food choices promoted in the places they live, learn and travel through every day,” he said.
The campaign comes amid growing concern over childhood obesity. According to the Department of Health and Social Care, almost a quarter of children are overweight or obese by the time they start primary school.
“Parents are trying their best, but we’re competing with powerful marketing messages everywhere our children go,” said Quilton.
High streets
“If we believe these adverts shouldn’t be shown to children online or before 9pm on television, it makes little sense that they’re still allowed to dominate our high streets.”
Bite Back’s Fuel Us Don’t Fool Us: Advertising report found that fast food adverts deliberately target more deprived areas. On average, McDonald’s adverts were nine times more common in the most deprived areas than in more affluent ones.
“When the government’s new restrictions on junk food advertising came into force earlier this year it was rightly celebrated as a landmark moment for children’s health,” said Sharma.
“But they don’t go far enough. The rules for TV screens should now apply to the streets,” he said.
Source: www.fruitnet.com
