Liverpool report finds junk-food adverts drive children’s cravings

A report produced for Liverpool City Council shows that children and young people across the city feel a strong urge to eat fast food after encountering advertising for such products.

Pervasive advertising

The study recorded that adverts appear on public transport, at bus stops, on billboards and through digital platforms such as TikTok, Snapchat, Instagram, television and online games. Fast-food brands dominate recall, while promotions for healthier options are described as scarce.

One pupil explained that seeing food ads makes them “really, really get hungry” and prompts them to beg their parents to visit the advertised outlet. Another added that the ads “make my mouth water and make my belly grumble”.

Analysis of city-wide advertising indicates that nearly one in four adverts promote items high in fat, salt or sugar, and these messages are disproportionately concentrated in neighbourhoods facing the greatest socioeconomic inequality.

Parents highlighted that colourful packaging and familiar characters – including Bluey, Peppa Pig, Spider-Man and Paw Patrol – often lead children to request products without understanding their nutritional content. They also noted that healthier choices tend to cost more, are harder to locate and receive less prominent shelf placement than junk food items.

Six workshops involving Young Inspectors – youth trained to review services – allowed participants to map local food environments, examine advertising techniques and produce a video and manifesto calling for change.

Recommendations for change

The young participants suggested tighter regulation of unhealthy food advertising near schools, along transport routes and in venues frequented by young people. They also called for measures to make healthier meals more affordable, such as reduced-price school and college meals, discounts and healthy-food vouchers.

Additional proposals include encouraging cafés, restaurants and takeaways to showcase affordable nutritious options, improving food education, fostering a positive food culture in schools and granting children, young people and families a stronger voice in decisions about their local food landscape.

Liverpool City Council introduced a Healthier Food Advertising Policy in 2024, limiting adverts for less healthy products on spaces it controls. The Liverpool City Region Combined Authority has extended similar restrictions to its own advertising locations, including parts of the public transport network. However, many billboards, phone boxes and other sites remain privately owned and outside council jurisdiction, prompting calls for broader national action.

Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, said the council will use the findings to deepen collaboration with schools, businesses and regional partners. Professor Matthew Ashton, Director of Public Health for the council, warned that repeated exposure to unhealthy ads creates an uneven playing field for children. Nicola Calder, Food Active Programme Lead at Health Equalities Group, noted that the young people involved want greater influence over their local food environment and stronger protection from persuasive marketing.

The complete report, together with the Young Inspectors’ manifesto and accompanying video, can be accessed through the council’s website.