Bite Back campaigners Alice, 20, and Jayda, 19, were the first witnesses invited to speak as part of the Health and Social Care Committee’s new inquiry. Their evidence session opened the inquiry’s focus on prevention, food environments and advertising — a vital area of public health policy that has seen years of lobbying pressure from major food corporations, resulting in delayed and watered-down policy.

Speaking in front of the Parliamentary Committee, Jayda said: “Junk food advertising is around us, everywhere. My ask to the Government would be ending junk food advertising in outdoor spaces, especially because we know more disadvantaged areas are exposed to more of it.”

Alice added: “We saw with the TfL policy that advertising money was put behind healthier products, which was really positive.”

Our recent research with the University of Liverpool found that the majority (57%) of food and drink advertising outdoors promoted products high in fat, salt or sugar (HFSS). And the rate of advertising was six times greater in the most disadvantaged areas compared to the most well-off areas.

The oral evidence session follows the Government’s confirmation that the long-delayed restrictions on less healthy food advertising online and on TV before 9pm, will stop short of restricting unhealthy brand-level advertising — meaning unhealthy companies can still promote their logos and identities, even if individual unhealthy products are restricted.

The restrictions are now scheduled to come into force in January 2026, following multiple delays. During the evidence session, Alice explained, “Everyone associates McDonald’s with a burger, KFC with fried chicken — because they’ve spent years ensuring that’s the association we make. Even with the online junk food ban, brands can still advertise.

“We need the Government to go further — to stop the spotlight constantly being put on junk food. These brands know what they’re doing. They’ve spent millions making sure unhealthy products are what we see first and most. We want to live in a country where healthy food is just as visible, just as affordable, and just as celebrated.”

Children's health campaigners, including Bite Back, warn that the loopholes in the junk food advertising policy undermine its intent.

“Children will continue to associate brands with unhealthy products,” said Alice during the session, “because the branding itself has been designed to do exactly that. You don’t need to show the product if the association is already there.”

Jayda also spoke about how young people are surrounded by fast food outlets and often have nowhere else to go. “The food environment has changed and it shapes us. In my local area a new Wingstop outlet opened. There’s a 24-hour McDonald’s near Warwick University, where I’m a student. School kids, college students, everyone ends up there — not just for food, but because it’s open, has Wi-Fi, and feels accessible. Junk food brands have replaced spaces that should have been safe and healthy. We need the Government to step in and change the environment we live in.”

Alice and Jayda also described being ignored or dismissed when trying to raise concerns directly with industry. From attending corporate AGMs of some of the biggest food companies, to launching billboard campaigns, our efforts to hold companies accountable have been met with silence or pushback — further reinforcing our call for government-led intervention.

For more information, interview opportunities and photography: Henry Makiwa (henry.makiwa@biteback2030.com / 07523681057)