Junk food companies are circumventing the Government’s advertising ban by targeting children on gaming sites and social media, The Sun reported on Sunday.

Ultra-processed foods, which are often manufactured and contain many ingredients such as salt, fat and sugar, have been associated with a tenfold increase in Type 2 patients. diabetes.

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More than half of the average diet in the UK now consists of processed foods, and this can be as high as 80 per cent, especially for those who are younger, poorer or from disadvantaged areas.

Labor has pledged to introduce a plan next year to ban junk food ads promoting products high in fat, salt and sugar (HFSS foods) on TV before 9pm and in all paid online advertising.

It was drafted by the last Conservative government to tackle a deadly problem. obesity The crisis costs £268 BILLION a year, or around £7,000 per taxpayer.

However, experts believe that companies will step up advertising radio and podcast platforms not covered by the ban.

Brands will also be allowed free marketing on their own websites and organic social content.

Five food companies – Mars, Haribo, PepsiCoOwner of Kellogg’s and Mondelez Cadbury — the top advertisers on TV right now.

According to a recent study, they make up 80 per cent of all confectionery and snack ads shown on UK TV before 9pm.

But today is ours investigation It can reveal how some of the biggest firms are using creative ways to find loopholes, overtake and bombard young people with ads. social media And game sites will also overcome the online ban.

Calvin Innes, creative director and marketing expert at JvM Nerd London“Many gamers and young consumers spend their time on platforms such as: YouTube And tiktok Where TV bans won’t apply and big companies are already turning to social media, gaming and in-app advertising.

“The ban will only increase the pace of immigration.”

Researcher: Liverpool The university revealed that 49 per cent of all UPF adverts across 76 UK TV channels were broadcast between 5.30am and 9pm.

Haribo generated the most advertisers, followed by Mars with ads for products such as Snickers and M&Ms.

The research found that UK food manufacturers spent more than £55 million on online advertising in 2022. food and drink Products from four food categories (chocolate, chips, biscuits and ice cream) associated with excessive sugar and calorie intake by children.

The study also found that users of the largest gaming platform, TwitchThe site, where two-thirds of users are under the age of 35, is bombarded with junk food marketing for 52 minutes every hour.

In most cases, instead of overt advertisements, they see a product or logo on the screen for a long time or see looping images. Nutritionist and author Robert Hobson warns that “we are facing a ticking time bomb.”

He said: “Young people are being targeted by the food industry through aggressive marketing and cheap food deals.

UPFs are designed to be addictive by combining salt, sugar, and fats to override our natural hunger signals and keep us coming back for more.

‘Disaster burden’

“The problem with UPFs goes beyond the additives; they are also low in nutrients, easy to overeat, but not very satisfying. Consuming large amounts at a young age can predispose to chronic diseases later in life.”

“If we don’t address this now, we will have long-term health The load can be disastrous. “Big food companies profit from a system that prioritizes marketing over health.”

Even simple products such as sliced ​​ham, cheese for children’s sandwiches, bread, breakfast cereals and yoghurt can be classified as UPF.

Robert said: “These foods are designed to make us crave them.

“Children with poorer impulse control will be particularly susceptible to UPFs. They are influenced by their peers, and many UPFs become ‘trendy’ foods.”

UK families buy more ultra-processed food than other families Europe.

Germany The home of Haribo sweets comes in second place. The confectioner keeps his earnings under lock and key, but Forbes estimates his income is in excess of £2.4bn.

Last year, Haribo said its 2023 earnings in the UK would be “a 24 per cent increase in turnover”.

Dr. lives in Southport, Merseyside. David Unwin told The Sun on Sunday: “If we don’t do something, NHS will never be able to cope. In my practice alone, we have seen a staggering tenfold increase in Type 2 diabetes.

Children receive numerous messages designed to trigger cravings for compulsively consumed food items

Doctor Barry Smith

“I believe this is being driven by the dramatic increase in low-quality takeaway meals and the out-of-control consumption of junk food.”

The government’s plan comes after UPFs were directly linked to 32 harmful effects, including a higher risk to health. heart diseaseas well as cancer and Type 2 diabetes sanity problems and premature death.

New rules mean branded online ads are banned but experts say food giants are paying for promotional links to social media instead influencers and for YouTube creators to wear their products.

They are also focusing on embedding content on gaming and live streaming platforms used by millions of Brits, which are not covered by the ban. Experts also warn that companies will pay for product placement on our favorite TV shows.

Since the ban only applies in the UK, companies are likely to target the overseas media platforms we view.

Having worked with the world’s biggest junk food brands for almost a decade, Dr. Barry Smith said: “We are already seeing well-targeted food advertising on gaming platforms and even on the back of bus tickets.

“Children receive numerous messages designed to trigger cravings for compulsively consumed food items.”

Basic ways to avoid UPFs: cooking From scratch and reading labels to see what’s in our food.

Legal uncertainty

But Robert says: “In a cost of living crisis, UPFs are often the more affordable option. This inequality locks families into unhealthy eating habits. Cheaper nutritious staples require time, motivation, cooking skills, nutritional literacy and cooking equipment.”

But Matt Charlton, CEO of creative agency Brothers & Sisters, thinks the only solution is less UPF production. He said: “The government greatly exaggerates the power of advertising.

“Unless you stop kids from walking past and entering junk food stores, you won’t make a difference.”

Attorney Katrina Anderson law Firm Mills & Reeve says it is unclear exactly how the new ban will work, adding: “There is still some legal uncertainty . . . as we await secondary legislation and guidance.”

“It will clarify some important points, such as the scope of paid online advertising and the food categories caught in the ban.”

A spokesman for trade body the Food and Drink Federation said: “Food and drink manufacturers take the issue of obesity and malnutrition really seriously.

“Our industry complies with all advertising rules and is preparing for new regulations that will come into force in October 2025.”

A spokesman for Kellanova, which owns Pringles and Kellogg’s, said: “We are fully committed to the responsible marketing of our food across all platforms. “We will adhere to the new advertising regulations for HFSS foods.”

Replace these with

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CHANGE THIS: Carry On Fruit and Oat Bakes (6 x 35g, £1.75, Ocado). It looks healthy, but it is a UPF because it contains glucose-fructose corn syrup, modified starch, and gelling agents, to name a few.

FOR THIS: Nakd Cocoa Orange Bars (4 x 35g, £3, Tesco). Made from dates, cashews, raisins and cocoa, this product does not contain added sugar or preservatives.

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CHANGE THIS: Premier Delicatessen Cooked Ham Trimmings (400g, £2.75, Tesco). It contains many ingredients, including four types of sugar and various additives. It has a high salt content.

FOR THIS: Asda Extra Special Roast Turkey Breast (4 slices, £2.95). It’s much less processed, contains only four ingredients often found in home cooking, and contains no preservatives.

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CHANGE THIS: Basic Smooth Peanut Butter (340g, £1.80, Waitrose). It contains palm oil and cane sugar, which have been linked to increased bad LDL cholesterol.

FOR THIS: Whole World Organic Crunchy Peanut Butter (227g, £2.75, Sainsbury’s) Made from minimally processed, 100 per cent roasted organic hazelnuts, with no added fat or sugar.

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CHANGE THIS: Dairylea Cheese Slices (8 x 20.5g slices, £1.45, Sainsbury’s). Despite the green and amber gradations on the front of the package, it contains 15 ingredients, including various emulsifiers.

FOR THIS: Sainsbury’s Mild Cheddar Cheese Slices (10 slices, 240g, £2.70). It is made entirely from cow’s milk.