Junk food ads shifting from television to wider media

Junk food ads shifting from television to wider media

Obesity was thought to be a problem unique to the US. In the past years, it has also been a problem to the UK. Nevertheless when the government takes action on elements like advertising, there can be positive consequences. From 2003 to 2007 the Office of Communications’ reports show that junk food ad characters are indeed disappearing from the TV screens. Due to government regulations, the companies have been forced to clean up their advertising campaigns. In the mentioned years, there has been a 41% fall of children directed food advertising in all media, the report says the government, will be of great use in order to measure the impact of advertising as they “battle” against obesity. In 2003 food companies invested £103m in children directed advertising, in 2007 the figures dropped to £61m. The most noticeable drop occurred in TV ads, with a 46% drop in junk food ads directed to kids, which invested £100m in 2003 and reached £55m last year. The reports showed however that there was also an increase in other types of media, there was a 42% increase in press advertising and an 11% increase in radio, internet and cinema advertising over the same period of time. This seems to be a positive result in fighting obesity in the UK, but the government promises to keep an eye on the advertising strategies of the companies in order to fight obesity. The results from the government actions also include a 71% decrease in fast food promotion, 62% decrease for confectionery ads (candy), 52% drop in non-alcoholic drinks and a 37% decrease for cereal. All this is part of government campaign fighting against obesity under the slogan “healthy weight, healthy lives” and a three year £75m campaign to start in January. This shows clearly how government action can make a difference in the fight against problems like obesity.