“Red card for junk food advertising in sport,” UK campaigners urge

24 Nov 2021 --- A group of campaigners are calling on the sports world to remove junk food advertising from their industry while urging the UK government to take appropriate action.

“We need more food brands, sports bodies and stars joining this movement, and we need government to create a level playing field for all,” Barbara Crowther, coordinator of the Children’s Food Campaign, tells NutritionInsight.

The move comes after a report jointly compiled by Sustain, the Children’s Food Campaign, and Food Active, titled Kicking Out Junk Food: sports sponsorship and a better deal for health.

It outlines how the 2021 “Summer of Sport” was heavy with marketing, advertising and sports personality-led promotions for pizzas, burgers, chocolate, chips and fizzy drinks.Unhealthy eating affects a range of issues, including obesity, dental care, diabetes and heart health.

Parents seek legislation for healthier food
The report carried out a survey of 346 parents, of which 90% said the marketing of junk food through sport made it harder for them to feed their children a healthier diet.

“Whether it is on TV, online, on our streets, in our sporting venues or in our shops, children and their parents are constantly nudged toward less healthy food and drink choices,” notes Crowther.

Additionally, 86% of surveyed parents said the government should create new laws to stop partnerships between junk food brands and sport.

Associations between junk and sport
The report notes numerous parents had concerns about the way sports bodies and celebrities associate themselves with junk food brands rather than acting as role models for healthy eating for children.

“It’s clear that voluntary agreements with the food and drink industry about responsible partnerships with sport are utterly failing and perhaps it’s time for the government to step onto the field and show junk food advertising in sport the red card,” says Crowther.

One of the top impacts resulting from the marketing tactics is that 78% of parents said children preferred brands linked to their favorite team or player, according to the survey.

The report flagged football player Cristiano Ronaldo, who removed two Coca-Cola bottles during a UEFA Euro 2020 press conference, urging fans to drink water instead.

In October 2021, Australian cricketer David Warner attempted to repeat this feat, only to be told to replace the bottles on the desk, notes the report. Nine in ten parents said grassroots sports and physical activities shouldn’t rely on food and drink brands for funding.

Tackling obesity through law
The UK parliament is currently debating the Health and Social Care Bill on implementing new legislation on healthier food marketing, which campaigners say is not enough. 

“The new Health and Social Care Bill will introduce some restrictions in junk food advertising, but a lot of unhealthy brand sponsorship in sport will still be permitted,” Crowther highlights. 

“As the government brings in tough new rules to protect children from junk food adverts on TV and online, we are concerned that much of this marketing will now flood into sports sponsorship, undermining the positive message about physical activity that sport gives children,” flags Caroline Cerny, alliance lead at the Obesity Health Alliance.

The report comes at a time when the UK government is waging “war on obesity,” having pledged to allot £100 million (US$139 million) to help support children, adults and families achieve and maintain healthy weights. 

In May, the UK National Health Service said obesity-related hospital admissions surpassed one million last year. 

By Andria Kades