Shocking Study Reveals 50% of Liverpool Billboards Showcase Junk Food – What It Means for Health!

In Liverpool, campaigners are pushing for tougher rules on advertising. They found that half of the billboards in the city promote junk food. This shocking statistic came from Bite Back, a group working with the University of Liverpool, which highlighted that 50% of the ads are for foods high in fat, salt, or sugar.

Bite Back is part of a broader national movement. They have been buying billboards in London to share their powerful message: “We’ve bought this so the junk food giants couldn’t. We’re giving kids a commercial break.” This approach aims to raise awareness about the overwhelming presence of junk food ads in children’s lives.

A government spokesperson recently told the BBC that they are taking significant steps to limit junk food advertising. They hope to reduce obesity levels among children by 20,000. Earlier this year, a new rule was approved to ban junk food ads from being shown on TV before 9 PM, set to take effect on October 1, 2025. However, many believe this is not enough. Bite Back is advocating for similar restrictions on outdoor advertising, arguing that it can influence unhealthy eating habits, especially in vulnerable communities.

Mark Green, a Health Geography professor at the University of Liverpool, noted the troubling trend of junk food ads being concentrated in poorer neighborhoods. He pointed out that these areas struggle with various health issues, including diabetes and heart disease. Green stated that such ads absent from wealthier areas only add to the shame. He emphasized the need to understand how the environments we live in shape our choices, often for the worse.

Vin Stokes from Bite Back expressed how constant exposure to junk food ads creates a norm that’s hard to escape. He described feeling "bombarded" by advertising for burgers and chocolate at every corner he turns.

A spokesperson from the Department of Health and Social Care outlined that the government aims to change the current situation. They believe that reducing junk food ads will not only help children but also benefit the economy. They expect that their initiatives could save the NHS up to £2 billion by mitigating the health effects of obesity.

Recent studies show that obesity rates in children have surged over the past two decades. According to the National Health Service, approximately one in five children in England is obese by the age of eleven. This troubling trend underscores the urgency of an effective advertising strategy.

The discussion around junk food advertising is intensifying, and social media is abuzz with reactions. Users are sharing their stories about unhealthy food choices driven by constant advertising, pushing for change.

Overall, the movement in Liverpool reflects a growing concern surrounding children’s health and the power of advertising. With more voices joining the conversation, there may be hope for a healthier future. For further insights on the impact of advertising on obesity and children’s health, you can refer to the World Health Organization’s report.

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