Misleading junk food ads

For example, Kellogg's Coco Pops Cereal and Milk bars claim to be the 'best choice for a lunchbox treat' and use images of grapes and a wholemeal bread sandwich on their packaging to promote the idea of a healthy snack. In reality it contains a massive 41g of sugar per 100g and uses adult guideline daily amounts which could further mislead parents. Selective nutritional claims also distract parents from the full picture. For example Dairylea packaging says it has 'no artificial colours, flavours or preservatives added', but just one Dairylea bite contains nearly a third of a child's daily recommended maximum saturated fat intake. Meanwhile the foundation believes that selective health claims deceive parents. A Nestle cereal and Nesquik promotion in Sainsburys magazine claimed their cereals and magic straws can 'help kids to maintain strong, healthy bones' and give them 'get up and go in the morning'. It does not mention the 58.9g of sugar that lurks in 100g of Nestle Strawberry magic straws. Imagery is also a huge factor in enticing parents. For example, The Burger King Aberdeen Angus Mini-Burgers with cheese advert depicts a strong motherly figure declaring 'the lunch battle is over'. The energetic mum, covered in cooking utensils, conveys an image of a healthy home cooked meal. In reality each BK Angus Mini Burger with cheese contains more than a fifth of a child's daily recommended maximum saturated fat intake. The report also highlights how food manufacturers are exploiting regulatory inconsistencies. Children and parents are constantly being exposed to misleading adverts during prime time shows like the X Factor which undeniably attract a young audience. As a result, the BHF is calling for the government to ban all junk food advertising on television before 9pm to prevent parents and children from being misled. The charity is also calling for consistent junk food marketing regulations across all media and for a mandatory front of pack food labelling system to help parents understand the nutritional values of the products they are buying for their children. BHF chief executive Peter Hollins said: "It is clear that some food companies are preying on parent's concerns to actively market children's food that is high in sugar, fat and salt. They are manipulating legislative loopholes to find new tactics to entice children and their parents." Obesity is one of the most significant long-term health problems facing us today. Latest predictions show that two thirds of all children will be overweight or obese by 2050 and today's youngsters may be the first generation to live shorter lives than their parents.