TV adverts designed to promote junk food to children have decreased by 46% in 2007 compared to 2003, after severe criticism that ads which glamorised unhealthy eating were helping the trend of obese children throughout Britain, according to the Department of Health.

However Public Health Minister Dawn Primarolo warns we must now keep an eye on other forms of media and the part they play in encouraging British children to eat well.

The research claims that there has been less child-focused advertising for confectionery, fast food restaurants, non-alcoholic drinks and cereals. As a result the overall spending on child-themed adverts has also dropped from a high £103 million in 2003 to £61 million in 2007.

“A third of children in the UK are either overweight or obese - so it’s essential that we help our children make healthy choices in what they eat. The food and drink industry has a huge role to play in this,” comments Primarolo.

“I am pleased that there are now fewer ads on TV that are tempting our children into bad eating habits - but we must keep our eye on other types of media.”

Primarolo claims that the drop in child-themed ads varied across all media and shockingly print media, since 2003, has seen an increase of 42% in the amount spent on food and drink advertising. Radio, internet and cinema combined have also seen an increase of 11% in junk food ads.

While Government continues to keep an eye on the press, they have also backed huge schemes to combat child obesity, which many studies claim has raised considerably over recent years in the UK. Read more: Parents of Overweight Children to be Warned

Research by the British Medical Journal even claims children are only managing 24 minutes of exercise per day, compared to the recommended 60 minutes. Read more: Child Obesity: Kids Failing to Get Active

Government funded projects include 5 A Day, Healthy Start, Healthy Schools and the School Fruit and Veg Scheme aim to promote healthy eating and the increased consumption of fruit and vegetable consumption among young children, their parents and carers.

“I hope that the industry will continue to play its part in reducing the exposure that children have to the promotion of food which is high in fat, salt or sugar,” says Primarolo.