MedWire News: All 'junk' food advertising that targets children should be banned to help tackle the rising tide of childhood obesity, says a UK charity.

With predictions that up to one in four children could be obese by 2050, the British Heart Foundation is calling on the UK Government to ban the marketing of all junk food to children, including advertising on packaging and on the internet.

"The infestation of artery-clogging foods that make up our children's everyday diets is putting their hearts and long-term health at great risk," said Dr Mike Knapton, the Foundation's director of prevention and care.

Researchers from the charity surveyed more than 500 children, aged between 7 and 14 years, and 1000 parents about their views on junk food food.

Results showed that 20% of children had spent time playing a game on a food or drink label, and more than 10% had played a game on a food or drink company's website.

The survey also revealed that most children do not think that junk food is a treat, saying that it is a normal part of their everyday diets. Indeed, 82% of those surveyed did not view crisps as a treat, and more than half did not think sweets were a treat.

Of the parents surveyed, 64% said they were concerned that junk food and drink advertising was affecting their child's food choices.

"How can our children be expected to make informed food choices when they are constantly bombarded by junk food propaganda?" said Betty McBride, director of policy and communications at the British Heart Foundation.

As part of its Food4Thought campaign, the charity is encouraging all children to be more aware of the food they eat by providing school information packs for teachers and an interactive website that draws attention to the use of hidden marketing messages in junk food advertising.

Further information on the campaign can be found at www.bhf.org.uk/food4thought.

Foundation website