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A Watershed Moment

by Obesity Health Alliance

Summary of work

A Watershed Moment

Advertising works. The food adverts children see influence the foods they choose and how much they eat. With childhood obesity levels at a devastating all-time high, children need protecting from the bombardment of junk food adverts shown around peak time TV shows. Yet the Government has so far failed to strengthen regulations, often citing a lack of evidence.

The Obesity Health Alliance surveyed adverts shown during popular family time TV shows – proving almost 60% of food adverts shown were for junk food and making the case for a 9pm watershed on junk food adverts. The research provided new and compelling evidence that could not be argued with and has been quoted extensively in the media and in Parliamentary discussions. The Government is now considering further options to reduce children’s exposure to junk food adverts in the next stage of its Childhood Obesity Plan, expected in summer 2018.

Judges' comments

This entry was a clear winner with well-defined objectives and a strategy with stretching and tough goals. The data was absolutely core to the delivery and not a secondary consideration. The Obesity Health Alliance’s report really made a different to public policy in the UK.


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Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

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