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UK Concern Over the Effects of Soft Drinks Advertising on Children

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UK Concern Over the Effects of Soft Drinks Advertising on Children

June 25
11:52 2010

A YouGov SixthSense report into the UK drinks market has shown that 1 in 4 adults believe fizzy drinks contribute significantly to obesity, and 71% feel that soft drinks are largely responsible for bad teeth, while a significant minority would support a blanket ban on sugary drinks advertising.

For many parents, getting their kids to eat and drink healthily can be challenging, especially taking into consideration some of the aggressive marketing ploys used by companies to make their products more attractive to children.

It comes as no surprise, therefore, that two thirds (66%) of adults are concerned about the influence drinks companies have on young children, with 29% going as far as to suggest a ban on all advertising for carbonated or sugary soft drinks.

Despite the apparent concerns about fizzy drinks and their effect on health, 51% of parents have let their children drink Coca-Cola in the last year, while 57% have given their kids Robinson’s, including Squash, Barley Water and Fruit Shoots. In contrast, 34% of parents have given their children bottled water in the past year.

“Many people are concerned about the role of soft drinks companies in the lives of young people. However, bearing in mind that the majority of parents are still willing to serve soft drinks, it could be argued that a high level of media saturation seems to negate perceived health concerns,” points out James McCoy from YouGov SixthSense. Indeed, 75% of respondents associated the term ‘heavily advertised’ with the drinks brand Coca-Cola.

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