According to one report, their year’s “Summer of Sport” was used by the food and beverage industry to lure families out of junk food advertisements.
The “perpetual barrage” of unhealthy food and drink sponsorship deals is undermining the power of UK sport to influence healthy lifestyles, children’s food campaigns and food active claims.
Researchers monitored brands advertised around major sporting events over the summer, including the UEFA Euro 2020 tournament, english The Cricket Board’s new The Hundred tournament, the Tokyo Olympic and Paralympic Games, and several football league and cup competitions.
It is clear that voluntary agreements with the food and beverage industry about responsible partnerships with sport are utterly failing, and perhaps it is time for the government to step on the ground and show junk food ads in sports.
Two campaign groups are calling Government Incorporate sports sponsorship into all future healthy advertising and marketing regulations for food and drink.
They also want sports federations to refuse further sponsorship deals that involve marketing less healthy food or drink brands, and that high-profile athletes and sports personalities use their influence to support healthier eating programs and less healthy ones. Refuse to work with brands.
Barbara Crowther, coordinator of the Children’s Meal campaign, said: “children The game must be free to play or watch without getting swept up in advertising for Crisps, Chocolates, Pizza and Burgers.
“It is clear that voluntary agreements with the food and beverage industry about responsible partnerships with sport are utterly failing, and perhaps it is time for the government to step on the ground and show junk food ads in sports. “
Beth Bradshaw of FoodActive, a program run by the health equality group, said: “Parents are acutely aware that these marketing strategies are having an impact on children’s food preferences and brand awareness, and especially in light of the difficulties that they face. We are aware of the difficulties that some already face in feeding their babies well.
“It was clear from the parents we spoke to that they sympathize with the need to finance sports and physical activity at the grassroots and junior levels, but believe that these revenues account for less healthy food and drink advertising. The current reliance on it is unacceptable – and we wholeheartedly agree.”
Carolyn Cerny from the Obesity Health Coalition, a coalition of 50 health organizations, said: “Sports sponsorship is a highly effective way for food companies to ensure that their unhealthy products take center stage in children’s minds.
“As the government introduces tough new rules to protect kids from TV and online junk food ads, we are concerned that much of this marketing will now go to sports sponsorship, which is about the physical activity kids get from sports. undermines the positive message.”
Advertising grants play an important role in the stability and performance of the sport, as everyone can enjoy and participate in it.
Eddie Crouch, president of the British Dental Association, said: “The fingerprints of the junk food industry are found in every corner of professional sport.
“Our kids’ sports heroes have a complete grasp on products that will never backfire from the nutritionists on their team. Until ministers show they are ready to step up and draw a line, health professionals will continue to count the cost of rotten teeth and groin expansion. ,
A spokeswoman for the Advertising Association said: “We recognize that the promotion and participation of sport is important to encourage children to lead active and healthy lifestyles. Advertising funding is critical to sport’s sustainability and performance. Plays a role, because everyone can enjoy and participate in it.
“There are clear rules regarding the promotion of HFSS food and drink around sporting goods, which are enjoyed by adults as well as children, and evidence suggests these are already effective.
“While the widespread restrictions on advertising will have minimal impact, coming in 2023, only 40 calories per year – the equivalent of an apple – will be removed for the average child’s diet. The restrictions suggested in this report will result in no proven benefits. There may be less funding to promote sports and active lifestyles.”
Our program is focused solely on providing fun, free football to local communities
A McDonald’s UK spokeswoman said: “We are the UK’s longest-serving supporter of grassroots football with a 19-year partnership with UK football associations.
“With such a barrier for so many families to participate in physical activity, we are incredibly proud that over the past three years we have given hundreds of thousands of children the opportunity to play football for free – more than five million hours a day. Distributed for free. Football across the UK.
“We do not use our grassroots football program to promote our food or menu. Our program is completely focused on providing fun, free football to local communities.”