Young ‘do not see fast food as a treat’
The British Heart Foundation, which carried out the study, is calling for an outright ban on advertising junk food to children, which it says creates confusion about what constitutes a normal diet.
The study of more than 500 children aged seven to 14 shows that 82 per cent do not consider crisps a treat. More than half said the same about sweets, while seven in 10 did not regard fast food as an occasional treat.
The findings will add to the pressure on the Government to tighten advertising regulations on foods high in salt, fat or sugar. Rules that came into force at the start of the year prevent advertisements for junk food being broadcast during programmes for under-16s. There is already a ban in place covering the under-10s.
But health campaigners are calling for a ban on all junk food adverts before 9pm.
Dr Mike Knapton, the BHF’s director of prevention and care, said: “The infestation of artery-clogging foods that make up our children’s everyday diets is putting their hearts and long-term health at risk.”
The BHF’s Food4Thought campaign will encourage children to think about the food they eat and be more aware of junk food marketing.
More than 2.5 million children in England are overweight or obese, and by 2050, one in four will be obese.
The Government is to conduct a study into the “commercialisation of children” as part of its Children’s Plan to improve education and tackle poverty and obesity. telegraph.co.uk