Editor’s View: Junk Food Ads Are Winning The Battle For Young Minds — It’s Time To Fight Back

Children in Britain today are growing up in a marketing minefield — one where the loudest, brightest, and most persuasive voices belong not to apples or carrots, but to crisps, fizzy drinks and chocolate bars. For every ad promoting goodness from the ground, there are dozens enticing children towards high-fat, high-salt, high-sugar alternatives.

And here’s the thing — we know this matters. Every bit of evidence out there shows junk food advertising doesn’t just build brand awareness; it changes behaviour. It shapes what kids crave, what they ask (and pester) for, and ultimately what they eat.

The Growing Weight Of The Problem

According to the latest National Child Measurement Programme, 9.6% of Reception children and a worrying 22.1% of Year 6 pupils in England are now living with obesity. The figures climb even higher in our most deprived communities, where rates are more than double those in wealthier areas. While the numbers have levelled off slightly since the pandemic, they remain well above pre-2010 levels — and that’s hardly a victory.

The main culprit, unsurprisingly, is poor diet. Many children are still eating far too many HFSS foods (that’s high fat, salt and sugar) and nowhere near enough fruit and veg. Veg especially just doesn’t get a look-in, no matter how much we wish it did.

Advertising: The Invisible Influence

Study after study shows that junk food marketing has a direct impact on what children eat. The more they see, the more they want — and the more they consume. And it’s not just TV ads anymore. Kids are being targeted through TikTok, YouTube, video games, sports sponsorships, outdoor posters — you name it.

Brands use cartoon characters, influencers and clever promotions that make unhealthy foods seem fun, friendly and exciting. It’s not really a fair fight when you think about it. Children, especially younger ones, often can’t tell they’re being sold to. Truth be told, most adults struggle to see it sometimes too.

A Step In The Right Direction — But Not Far Enough

To be fair, the government has tried to step in. Since 2007, junk food ads have been restricted during children’s TV, and from January 2026, we’ll see a 9pm watershed and a ban on paid online ads for HFSS products.

It’s progress — just not perfect. The loopholes are still there. Children still see junk food brands all over social media, sports sponsorships, and packaging. “Brand-only” campaigns, even without specific products shown, can still have an effect — especially when the whole brand is built on unhealthy foods.

And that’s where our own industry faces a challenge. The fresh produce sector doesn’t have the same marketing budgets or the big, shiny campaigns. We rely more on trust and common sense — and unfortunately, that’s not what wins the attention war these days.

When Vegetables Fight Back

That’s why I love what Veg Power has done. Their Eat Them To Defeat Them campaign, run with ITV, turns the idea of vegetables on its head. It makes them playful — the “baddies” kids have to defeat by eating them. It’s cheeky, creative and, best of all, it works.

Since 2019, the campaign’s reached more than 1.8 million children through over 5,000 schools. The data shows real results — kids who take part eat more vegetables, and not just for a week or two, but long after the campaign ends. It’s proof that when you market healthy food with imagination, you can change habits for good.

Why This Matters

For our sector, this isn’t just about public health — it’s about fairness. Advertising drives demand, and when junk food dominates the airwaves and feeds, fresh produce simply can’t compete on equal footing.

The new advertising rules will help, but they’re only half the battle. What we need now are more campaigns like Veg Power — creative, fun, and full of energy — that put fruit and veg in the spotlight.

We’ve got a great story to tell; we just need to tell it louder!

Because if we don’t start shouting about the good stuff, the junk food crowd will keep doing it for us. And frankly, they’ve had the microphone for far too long.