The Fight Against Big Food Isn’t Over — It’s Just Started.

This is an exciting moment for children’s health. From January 5th, junk food ads will be banned online at all times, and on TV before 9pm. This legislation is a huge step forward, and is the result of tireless campaigning by me and my fellow activists.

But let’s be clear: this is not enough to remove the flood of junk food ads that we’re constantly bombarded with. The Government has been lobbied by junk food giants to water down the restrictions, lowering the impact they will have on our lives.

Picture the infamous McDonald’s arches, (which can still be advertised according to the current restrictions), and I am certain that images of their unhealthy food products will pour into your mind — I know they do for me. So whilst this is a moment of celebration, it is also the time for us to continue fighting, so that we are fully protected, no matter where we are, or where we live.

The influence that Big Food has is chilling — as they consistently prioritise profit over children's health. The tangible human cost of their actions must be recognised and called out. Big Food has spent millions on marketing, but the long-term human cost of children having their health ruined is higher.

Ads are everywhere, not just on my screen...

Wherever I go, junk food ads show up, designed to look irresistible to young people. Where I live, bus stops are plastered in them. Even when I’m going to see family, they show up, invading my life. This isn’t just a problem where I live, it’s in every town and city across the country. More and more, specific tactics are being used to target people my age, whether it’s doing ads with our favourite social media influencers, weaponising fun board games (McDonald’s Monopoly, anyone?), or sponsoring our favourite sports team.

It isn’t normal and multi-billion dollar brands run by adults shouldn’t be targeting young people like this. We deserve freedom from these pernicious ads and tactics intruding on our lives — and we’re demanding that freedom.

We need action now

We need further action from the government. Protecting children’s health from food giants must be a top-down approach, and we’re going to continue calling on the government to improve this legislation.

With the support you’ve given us, signing up for our emails, following Bite Back on social media, and emailing your MPs to push for more government action, we can make this change happen. It took us six years to reach this point, and we’re determined to keep going for as long as it takes.

Let’s keep campaigning for stronger restrictions against the big food companies, because we refuse to keep being targeted by invasive advertising. Together, we can end the flood of junk food ads.

Junk food ads impact my life, but they will have impacted you and people that you know as well. Share your experiences of junk food ads, and let’s show the true impact big food companies have on our health.