Health campaigners are asserting that the government bears a duty of care to halt companies from profiting at the expense of children’s health through the promotion of unhealthy food and misleading advertisements.
The youth campaign group, Bite Back, contends that there exists a collective responsibility on the part of both the government and food corporations, a responsibility they are currently neglecting in terms of safeguarding the health of young individuals.
Supported by former chief scientific adviser Sir Patrick Vallance and chaired by former children’s commissioner Anne Longfield, Bite Back launched its new campaign, “Fuel Us, Don’t Fool Us,” on Thursday.
Sir Patrick emphasized the simplicity of the government’s potential actions, stating, “There is a rather simple thing for the Government to do here. They’ve got the legislation ready. So there’s a really simple thing they could do if they chose to do it.”
He emphasized the importance of a healthy future generation, noting that such a generation would place fewer demands on an overburdened health service and maintain better health throughout their lifespan.
Oxford University researchers, collaborating with Bite Back, discovered that seven of the ten largest global food manufacturers derived over two-thirds (68%) of their UK sales from packaged food and drink high in fat, sugar, or salt (HFSS) in 2022.
Bite Back singled out Ferrero and Mondelez as having the unhealthiest portfolios, with an estimated 100% and 98% of their 2022 sales, respectively, coming from products such as Kinder Surprise and Freddo bars.
Sir Patrick emphasized the nation’s self-interest in addressing the issue promptly to prevent potential damage caused by the intensive advertising of unsuitable foods for children.
Anne Longfield criticized corporations for marketing ultra-processed foods to children, employing cartoon characters and bright graphics, describing the tactic as “almost sinister.” Longfield asserted that despite the known impact on health, there is an unacknowledged intention to harm within boardrooms, a matter that needs recognition and challenge.
“It’s a price worth paying at the moment for those profits and for investments, and that’s what we need to challenge,” Longfield concluded.
