Most UK TV adverts for sweets and snacks are shown before the children’s watershed

Most TV advertisements for sweets, crisps and chocolate shown when children are likely to be watching are placed by companies claiming not to promote their products to that age group.

The revelation has, according to new research from the University of Liverpool, sparked claims that food giants such as Mars, Haribo and PepsiCo are in “blatant” breaches of their own codes of conduct.

The academics found that 80% of all confectionery and snack adverts shown on British television before the 9pm watershed for children’s viewers came from these three firms, plus Kellogg’s and Mondelez.

Their analysis of ads across 76 channels also found that 49% of all these ads air between 5:30am and 9pm, when children’s viewing figures are highest.

“The discrepancy between these companies’ commitments and the large number of ads aired before the watershed indicates a glaring disconnect between their marketing policies and what actually happens on the ground,” said Rebecca Tobi, the senior business and investor engagement manager bee the Food Foundation.

The findings are in the think tank’s annual report published on Thursday. The analysis of sweets and snack ads shown in July and August 2022 found that 13 different food and beverage companies ran ads during those hours, with five companies serving 80%.

Haribo accounted for the largest share (25%) with advertisements for products such as Starmix, closely followed by Mars UK (20%) with advertisements for products such as Galaxy, Snickers, Maltesers and M&Ms. Tobi emphasized that Haribo’s corporate social responsibility report states: “Haribo does not advertise in any media that is primarily aimed at children under the age of 16.”

Similarly, PepsiCo’s UK Responsible Marketing Policy states: “We do not promote or sell HFSS (high in fat, sugar and salt) products to under 16s through any media.”

The findings illustrate why Labor ministers have decided to ban the advertising of junk food – anything rated HFSS under the Nutrient Profile Model nutritional assessment rules – on TV before the 9pm watershed, and online at any time, from 1 October 2025.

“This is yet another example of the opaque marketing strategies of some of the food industry’s biggest players and illustrates why the government is right to protect children and young people,” said James Toop, CEO of Bite backthe campaign arm of Jamie Oliver’s organisation.

“These companies have spent too much money and effort promoting unhealthy products to children.”

Earlier this year, before he became health minister, Wes Streeting criticized food companies for using marketing to manipulate people into buying products that contributed to poor diets.

“As citizens, we are strongly manipulated by the marketing that comes our way. Particularly when it comes to children, parents will experience the ordeal of having to go through the supermarket and be pulled to the ground (by children) to get that KitKat cereal or chocolate bar,” he said in February.

Tobi urged Streeting to force all food companies to disclose what proportion of their sales came from healthy or unhealthy products. While some major companies agree, most are against. The last Conservative government considered making such disclosure mandatory, but relented and made it entirely voluntary, despite industry opposition.

“Good data makes for good decision-making, but the food industry’s deep-rooted secrecy means that, as things stand, neither policymakers nor companies have a clear idea of ​​who is selling what,” Tobi said.

The Food and Drink Federation, which represents major manufacturers, said manufacturers were taking obesity and poor nutrition seriously and accepted they had a role in tackling these problems.

A spokesperson said: “Businesses have made significant progress in creating healthier options for shoppers, based on government guidance and regulations on high fat, salt and sugar. Thanks to substantial investment, FDF members’ products now contribute far fewer calories, salt and sugar to the UK supermarket market than in 2015.”

The industry complied with all unhealthy food advertising regulations, they said, adding: “The food and drink industry is open to working with government to consider how we can jointly report on progress in a transparent and consistent manner , and we recognize that this is important for better understanding the food system.”

The Department of Health and Social Care said: “We are committed to tackling (obesity) head-on, shifting our focus from treatment to prevention as part of our ten-year health plan.

“We have already made a strong start by restricting junk food advertising on TV and online, restricting schoolchildren’s access to fast food and confirming that we will take steps to ensure that the soft drinks industry levy (sugar tax) is effective and remains fit for purpose. ”