What is Brand Advertising?
14 Jul 2026
Bite Back’s young activists campaigned to protect children from being bombarded by junk food ads.
They won. Government protections are now in place on TV & online… so, how are young people still being targeted by these Junk Food Giants?
Why Junk Food Giants Advertise
Does Advertising Matter?
Our earlier research found that in 2024, over £400m was spent on outdoor advertising in the UK! And all by just 25 food & drink companies. There’s a reason Junk Food Giants spend hundreds of millions of pounds every year on advertising in the UK.
By shining as many spotlights as possible on unhealthy food and drink products, these Giants ensure they stay at the front of our minds. Even at a time when the odds are stacked against our children and their health.
The Government implemented regulations to protect children from unhealthy food advertising, but these companies are clever and they’re still able to put junk food front and centre by marketing in less regulated spaces, like our high streets. But our latest research found that billboards and bus stops aren't the only place these giants can get around the rules.
How They’re Dodging The Ban
Owned & Social Media
Social media has become the hub of our societies, especially for young people. That’s why it’s the perfect place to bombard young people with unhealthy products.
But, didn’t we just say that there were restrictions on advertising junk food online? Well that’s technically true, but we identified a loophole.
Paid for advertising online is restricted, but owned Media marketing, which is when brands use their own channels to share their marketing content organically, is not. Social media channels fall under owned media, so essentially, by promoting unhealthy food and drink products on their social media, companies can get around the protections put in place to protect children’s health.
From McDonalds to KFC, these top 10 Big Food Chains’ social media teams are incredibly effective and savvy. They know how to get their posts to reach millions of young people.
How are big food chains exploiting loopholes to promote junk food on social media?
Click-bait vs children’s health: New research reveals how major food brands use TikTok and Instagram to promote unhealthy food to young people through social media, trends and memes.
What We’ve Uncovered
Targeting an audience of 5 Million
Our latest piece of research has found that Big Food chains in the UK use their social media platforms to market junk food. Including young people.
The top 10 have a large following on social media, with a total of more than 5 million followers across their UK Instagram and TikTok accounts. Across Instagram and TikTok, 72% of their food posts show food or drinks that are high in fat, sugar or salt (HFSS).
When you consider the fact that we also found the majority of these posts featured content likely to appeal to young people, the pattern becomes clear.
They’re using influencers to build social-like relationships with young people, often communicating in Gen Z/Alpha slang and hopping on viral social media trends.
It’s time the government started wholeheartedly committing to protecting young people’s health, wherever they spend their time. No more loopholes. No more funny business.
