The industry body British Berry Growers is calling on the Government to extend restrictions on advertising for foods high in fat, salt and sugar (HFSS) to outdoor media, arguing that current rules do not go far enough to reduce children’s exposure to unhealthy food marketing.
Existing regulations restrict HFSS advertising on television before 9pm and through paid online channels, but do not cover out-of-home (OOH) advertising such as billboards, bus shelters and digital screens. The industry body says this creates a gap in the regulatory framework that should be addressed.
Through its “Fresh Outlook on Food” campaign, British Berry Growers is urging policymakers to introduce comparable restrictions for outdoor advertising, including limits on HFSS adverts within 400 metres of schools.
The campaign is backed by broadcaster Kate Quilton and youth food campaigner Dev Sharma, who argue that children continue to be heavily exposed to junk food marketing despite recent policy changes.
Research commissioned by the group found that 91% of parents say their children encounter junk food advertising on the school run, while 74% support extending HFSS restrictions to outdoor media. The study also reported that 60% of parents believe such advertising undermines healthy eating habits at home.
To mark the launch, British Berry Growers installed parody outdoor adverts replacing typical fast-food imagery with British berries including strawberries, raspberries, blueberries and blackberries.
Broadcaster Kate Quilton said: “As a mum, I know how difficult it can be to encourage healthy habits when children are constantly being exposed to adverts for fast food and sugary products. Parents are trying their best, but we’re competing with powerful marketing messages everywhere our children go.”
The campaign also highlights wider concerns around childhood obesity, citing figures indicating that almost one in four children are overweight or obese by the time they start primary school.
Additional findings from the organisation show that 87% of parents say their child asks for junk food after seeing it advertised, while 63% are appalled by fast-food advertising near schools. Two-thirds support bans near educational settings.
Former Youth MP Dev Sharma said: “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. But they don’t go far enough. The rules for TV screens should now apply to the streets.”
“The rules have changed online and on television, but the moment children step outside, the old rules still apply,” said Nick Marston, Chair of British Berry Growers. “We’re calling for a fresh outlook on food advertising. 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.”
The campaign is expected to intensify debate around extending HFSS advertising controls, as policymakers and industry stakeholders consider the balance between commercial freedoms and public health objectives.
Find more news from the Food & Drink sector…