As the government looks to update its child obesity strategy, the Children's Food Campaign and Sustain have joined forces with Jamie Oliver, in a new #AdEnough campaign to curb junk food marketing, featuring selfies with covered eyes - the only effective ad-blocker children currently have.
The Government's Childhood Obesity Plan is almost two years old, and whilst there has been positive progress in relation to the recent launch of a Sugary Drinks Tax, and new rules on non-broadcast marketing of high fat, salt and sugar (HFSS) products, pressure is now building towards a much-signposted 'Chapter 2', with the aim of closing some of the many loopholes and gaps in the original version.
Today (16 April), Jamie Oliver is ratcheting up the pressure by launching his own new manifesto for the government, along with an #AdEnough social media campaign, calling for immediate action to address the amount of junk food advertising which still constantly bombard children, from pizza and fizzy drinks during Saturday night TV shows, to billboards and sports sponsorship, and putting an end to kids' favourite cartoon, TV and film characters from constantly being used to market confectionery, cakes, biscuits and unhealthy fast food.
The campaign invites the public to add their support to the campaign by posting selfies on social media, with their eyes covered to symbolise the only effective ad-blocker currently available to children, using the hashtag #AdEnough.
Read what parents said when the Government's Childhood Obesity Plan was launched.
Read our recent blog on junk food's relationship with children's cartoon, film and TV characters What Would Beatrix Potter Do?
Taken from interview with Jamie Oliver in the Daily Mail, 16 April 2018.
Children's Food Campaign
Children's Food Campaign: Better food and food teaching for children in schools, and protection of children from junk food marketing are the aims of Sustain's high-profile Children's Food Campaign. We also want clear food labelling that can be understood by everyone, including children.
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Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.