Huge backing in Shropshire for ban on junk food adverts

Nearly two-thirds would also support a tax on sugary drinks to try to tackle the rising childhood obesity epidemic, the YouGov survey, published by Cancer Research UK, said.

Eight in 10 in the West Midlands said they thought childhood obesity was a problem. The survey also found 71 per cent of those surveyed supported reducing junk food advertising online, and 69 per cent were in favour of cutting price promotions on junk food.

Clever adult marketing agencies are adept at pressing all of the right buttons when it comes to selling high-sugar, high-fat foods. They know exactly how to make them appeal to an audience of young and impressionable youngsters, who not only buy into taste but who also buy into the idea of fun and the concept of cool.

Youngsters are even more susceptible to advertising than adults and parents will be all too familiar with the requests to satisfy sudden and unexpected cravings for the latest lunchbox snack, fast food meal deal and perfectly packaged sweet.

We do not want to live in a nanny state, where the Government chooses what is right and what's wrong. But just as curtailing the marketing activities of tobacco giants improved public health, so could this.

A ban on pre-9pm advertising should be part of the solution, of course.

Parents and guardians must continue to exercise their responsibilities in providing youngsters with a balanced upbringing.

Meanwhile, almost six in 10 underestimated the proportion of overweight or obese adults in the UK. Being overweight and obese is a major cause of preventable illness and death in the UK, including cancer, type two diabetes, heart disease and strokes.

Nearly four out of every 10 children in Telford & Wrekin are overweight or obese by the time they leave primary school.

Nearly 22 per cent in the borough were obese by the age of 11 and a further 15.4 per cent of youngsters were overweight. In the Shropshire Council area, 10 per cent of youngsters are overweight by the age of 11, while a further 16.3 per cent are described as obese.

Cancer Research UK today called on the Government to take action to protect children.

Jane Redman, Cancer Research UK spokeswoman for Shropshire, said: "Junk food is everywhere. Children are bombarded by advertising tailored to tempt them with pretty colours and cartoons which all influence the food they prefer.

"At a time when junk food is cheap and packed with extra calories, we need stronger action to help prevent children from choosing these foods.

"We want the Government to ban junk food adverts on TV before the 9pm watershed, put a tax on sugary drinks and enforce targets for reducing the amount of fat and sugar in food.

"Reducing obesity rates could save the NHS billions of pounds. And, ultimately, we owe it to future generations to reduce preventable disease caused by being overweight and obese."

Dr Julie Sharp, head of health information at Cancer Research UK, said: "To give children the best chance of a healthy future, we need to make sure there are plenty of healthy options available to them. But this is difficult when they're exposed to lots of cheap junk food.

"Obese children are more likely to be obese as adults, which in turn increases their risk of developing cancer in later life, along with many other health problems. It's important young people are encouraged to eat healthily, keep active and that healthy choices are easy to make. "