At the beginning of April the UK government finally started to take action to discourage children from consuming too much sugar, introducing the Sugar Tax on soft drinks. It’s certainly had an impact on soft drinks companies, with big names like Irn-Bru changing their recipe to offer a low-sugar alternative to the market.
But is an extra 18p - 24p per litre enough to discourage consumption?
We don’t think so.
Sugar is one of the most addictive substances known to man and the UK has a HUGE problem with childhood obesity that’s getting worse. At the end of 2017, nearly 10% of children in reception classes were considered obese, rising to one-fifth by the time they finish primary school. And it’s not just sugar that’s wreaking havoc on our kids’ health; huge amount of salt and unhealthy fats plague the food they consume and set them up for a troubled future.
We want to see that change.
Jamie Oliver’s new campaign #AdEnough looks to get to the root of the problem and tackle the issue of junk food marketing that directly targets children. Jamie is calling on the government to introduce a 9pm watershed on junk food ads and for more control over what children see online, in the street and on public transport.
We invite you to send a powerful message to the UK government and support Jamie’s campaign by posting a picture of yourself like the one above with the hashtag #AdEnough.
We want the government to do even more to tackle the problem of childhood obesity and provide our kids with a healthier, happier future.
The EatFirst Team