Bite Back Youth Activists Take Over Westfield Billboard

• Research shows that children in the UK are exposed to 15 billion junk food adverts online and 3.6 billion on TV every year.
• Bite Back activists celebrate as ASA (Advertising Standards Authority) ruling exposes Just Eat’s failure to protect children from junk food ads.
• Photography, B Roll footage and copy of ASA report on ruling available on request.
• Spokespeople available for interviews.

London, UK – Bite Back's young activists have taken over some of the UK’s busiest shopping spaces with a powerful anti-junk food campaign, launched yesterday at Westfield White City, London.

The campaign coincides with a significant victory for Bite Back in a recent Advertising Standards Authority (ASA) ruling, in which a complaint by a 15-year-old Bite Back activist against Just Eat was upheld. The ASA found that Just Eat, the giant online food delivery service, had failed to adequately protect children from exposure to junk food advertising on social media, reinforcing the urgent need for stronger regulations to safeguard young people from unhealthy food marketing.

Cerrera, a 17-year-old member of Bite Back's Youth Board from Milton Keynes, shared her experience: "I feel overwhelmed by the junk food ads I see online. Whether I’m researching for school, watching TV, or browsing social media, it's everywhere. With one in three young people in the UK at risk of food-related health issues, it’s crucial that we take action now. We are leading the charge to change the narrative. It shouldn't be up to us young activists to give children a commercial break from junk food ads; and we've seen we can't trust the food giants to do it themselves. So we need the government to protect us from this constant bombardment of manipulative marketing schemes."

In December 2023, a young Bite Back activist was served a Facebook ad from Just Eat, promoting McDonald's products including a Big Mac and McMuffins—items classified as high in fat, sugar, or salt (HFSS). The ad directly contradicted the rules intended to shield children from unhealthy food advertising . Today’s ASA ruling announcement confirms that Just Eat failed to take adequate precautions to avoid targeting children, relying solely on age-based targeting.

This ruling underscores the urgent need for stronger regulations to curb the online bombardment of junk food ads aimed at children. Research shows that children in the UK are exposed to 15 billion junk food adverts online each year*(1). Right now, nearly 1 in 3 young people face a future of food related ill health and chronic diseases such as type 2 diabetes and heart disease.

James Toop, CEO of Bite Back, commented: “We welcome today’s ASA ruling, particularly as we’ve launched anti-junk food ads billboards across shopping centres, service stations, and other public spaces. Our victory in this case is a powerful reminder that the current rules are not enough, and we must continue to push for stronger protections. Teenagers’ social media feeds are often saturated with junk food adverts, creating a pervasive cultural influence online. With stricter regulations set for next year, food companies appear determined to maximise their reach to young people. Therefore, it’s crucial for the new government to enact this legislation as soon as possible and ensure these important rules are implemented without further delays.”

He added: "London’s Westfield White City is a massive draw for thousands of families, particularly during the summer holidays. Junk food giants are well aware of this and exploit it to target children with manipulative marketing tactics. This campaign is more direct, challenging people to reconsider the impact of junk food ads on their daily lives. We want to bridge that gap and demonstrate that everyone can support Bite Back's mission to protect the next generation from the influence of big food companies."

Bite Back has invited shoppers and visitors at Westfield Stratford and White City over the next couple of weeks to engage with the campaign, share their thoughts and images on social media. The youth-led movement has also called on the new government to expedite the implementation of these critical advertising regulations, ensuring that children and young people are protected from the pervasive influence of junk food advertising.

ENDS

*(1) Department of Health & Social Care and Department for Digital, Culture, Media & Sport (2021) Introducing further advertising restrictions on TV and online for products high in fat, salt and sugar: government response https://www.gov.uk/government/consultations/further-advertising-restrictions-for-products-high-in-fat-salt-and-sugar/outcome/introducing-further-advertising-restrictions-on-tv-and-online-for-products-high-in-fat-salt-and-sugar-government-response

Notes to editors

• For more information and press requests please contact Henry Makiwa (henry.makiwa@biteback2030.com / 07523681057) or Lola Campbell (lola.campbell@biteback2030.com / 07038603389)
• For more information about the campaign and how you can get involved, visit Bite Back’s website and follow us on social media.

About Bite Back 2030 

Bite Back 2030 is a youth-led movement for a fairer food system; one where every child has access to healthy, affordable food, no matter where they live. Founded in 2019 by chef and campaigner Jamie Oliver, Bite Back now has more than 70 young campaigners and over two thousand teenagers have engaged with its programmes.