In April, we launched our #CommercialBreak campaign, taking over ad spaces in London with one simple message: “Young Activists Bought This Ad Space So Junk Food Giants Couldn’t.”

Now, after the huge success of our campaign, including an award win at the Sheila McKechnie Awards, we've been told by two of the biggest advertising companies in the UK that they will not run our billboard ad again. Even though, according to the Committee of Advertising Practice (CAP), we’ve broken no rules.

Bite Back activists, already sick of the relentless bombardment of junk food advertising, are now being actively silenced. The collective power of Big Food and the advertising industry means it is now almost impossible for Bite Back to find outdoor advertising space, yet young people across the country continue to be constantly bombarded by junk food ads.

Activist Farid shares his reaction to the news, calling on the Government to stand up for children’s health by ending the advertising of junk food everywhere.

FARID’S STORY

Remember seeing me in front of our billboards this Spring? We wanted to turn the tactics of Big Food back on themselves and draw people’s attention to the deliberate influence these companies have over us. This was a huge moment, seeing our message amplified to millions.

But now, I’m frustrated. After all the hard work, having our message shut down like this is seriously disappointing. I can’t believe we’ve just collected an award for our work, and already, the industry has rejected us.

The impact junk food advertising has on us is scary: my little brother knows junk food slogans like the back of his hand. That’s not just clever marketing — it’s harmful. Their presence is everywhere, and it affects all our chances of living a long and healthy life. And now our ad has been banned, whilst companies like McDonald’s, Coca-Cola, and Cadbury are allowed to continue filling our streets with ads for unhealthy food.

We deserve a world that is fair and where junk food is pushed out of the spotlight. I want to walk down the street with my younger brother, knowing that he will be protected in a way that I’m not right now.

This censorship proves exactly why our campaign matters, and reveals a hopeful truth: if they didn’t think our message mattered, they wouldn’t try so hard to keep it out of sight.

The system is rigged against us... and it’s time for change.

Our campaign is bold, standing up to the biggest players in the food system with truth and courage. The changes we’re calling for are about more than just ads — they’re about shifting the balance of power away from industry and towards policies that actually prioritise young people.

Clearly, our work hasn’t gone unnoticed. This decision by JCDecaux and Global has a huge impact on our ability to share our message across the UK. These ad giants are estimated to control around 70% of the country’s digital outdoor ad impressions. This shows just how much sway Big Food has — even over advertisers — and the lengths they’ll go to keep their grip on our food system.

Their actions say a lot. But so do our voices, and we are not going away.

If anything, this has pushed us even harder to raise awareness and rally others to hold Big Food accountable for the impact they’re having on young people like me — and like my little brother, who face this kind of predatory marketing every day. Advertising could be a force for good — imagine that.

NOW is the perfect time for the Government to step up and end junk food advertising, taking back power from the food industry, and putting child health first.

TAKE ACTION

We’re calling for change, but we can’t do it on our own. You’ve seen what we’re up against and what we need to do to rise above the silence. Help us make our message too loud to ignore, sign up to our emails and be ready to help support our young campaigners.