Sports heat used to ‘deluge’ families with junk food ads – report



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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.



Brands include Coca-Cola, McDonald’s, just eat deliveru, cadbury Mondelez, KP Snacks and Papa John’s Pizza, among others.

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.”

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