Youth activists have taken upon themselves to protect young children from junk food advertisements. Bite Back, a youth activist movement, took over some of the busiest shopping spaces in the United Kingdom for a powerful anti-junk food campaign.
Their campaign came on the heels of Advertising Standards Authority (ASA) ruling which exposed Just Eat’s failure to protect children from junk food ads. The regulator found that the giant online food delivery service failed to adequately protect children from exposure to junk food advertising on social media.
Cerrera, 17-year-old activist at Bite Back’s Youth Board, highlighted feeling overwhelmed by junk food ads online. “Whether I’m researching for school, watching TV, or browsing social media, it’s everywhere. With one in three young people in the UK at risk of food-related health issues, it’s crucial that we take action now,” she said.
“We are leading the charge to change the narrative. It shouldn’t be up to us young activists to give children a commercial break from junk food ads; and we’ve seen we can’t trust the food giants to do it themselves. So we need the government to protect us from this constant bombardment of manipulative marketing schemes.”
James Toop, CEO of Bite Back, welcomed ASA ruling. He said the organization has launched anti-junk food ads billboards across shopping centers, service stations, and other public spaces. “Our victory in this case is a powerful reminder that the current rules are not enough, and we must continue to push for stronger protections. Teenager’s social media feeds are often saturated with junk food adverts, creating a pervasive cultural influence online.
“With stricter regulations set for next year, food companies appear determined to maximize their reach to young people. therefore, it’s crucial for the new government to enact this legislation as soon as possible and ensure these important rules are implemented without further delays.”
Toop pointed out that London’s Westfield White City draws thousands of families, particularly during the summer holidays. “Junk food giants are well aware of this and exploit it to target children with manipulate marketing tactics. This campaign is more direct, challenging people to reconsider the impact of junk food ads on their daily lives.” The executive explained that Bite Back want to bridge the gap and demonstrate that everyone can support the organization’s mission to protect the next generation from the influence of big food companies.
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