- 86% of teens reported seeing junk food ads on social media .
- 82% of teens were exposed to junk food ads on billboards .
- 72% of teens saw celebrities promoting unhealthy food and drinks .
- During the pandemic, children’s exposure to junk food ads increased as more time was spent online .
- Obese children are five times more likely to remain obese into adulthood .
A New Wave of Youth Activism
In an era where children and teens are bombarded with constant junk food advertisements, a group of young activists is standing up and fighting back. Bite Back 2030, a youth-led movement focused on improving the food environment, is making waves across the UK with bold campaigns designed to reclaim public spaces from junk food giants. Their latest initiative? A takeover of prominent billboard spaces at high-traffic locations like Westfield White City, a major shopping center in London.
Bite Back 2030 is part of a broader movement pushing for more stringent regulations on how junk food is marketed to children. The campaign's goal is to challenge the system that has long exploited young people by targeting them with advertisements for foods high in fat, sugar, and salt (HFSS). Through their eye-catching billboards, this group is sending a strong message to the food industry: enough is enough.
Reclaiming Public Spaces from Junk Food Giants
Bite Back 2030’s most recent campaign to take over billboard spaces is a direct challenge to junk food giants. Their striking ad, displayed prominently at Westfield White City, reads: “Young activists bought this space so that junk food giants couldn’t.” This message isn’t just about occupying space—it’s about reclaiming the narrative around food marketing. Children and families who visit these popular venues during holidays are often the prime targets of manipulative junk food ads. By filling these spaces with messages of resistance, Bite Back 2030 hopes to raise awareness and encourage public engagement.
The billboard takeover coincided with a major win for Bite Back 2030 in their battle against junk food marketing. The Advertising Standards Authority (ASA) recently ruled against Just Eat after a 15-year-old activist from Bite Back filed a complaint. The complaint argued that the food delivery company failed to protect children from being targeted by unhealthy food ads on social media. The ASA’s ruling marked a significant victory for the campaign, reinforcing the need for stricter regulations on junk food advertising.
A Campaign Built on Youth Voices
At the heart of Bite Back 2030’s efforts is the power of youth activism. The movement, founded by chef Jamie Oliver in 2019, is driven by young people who are tired of being bombarded with unhealthy food options. From online ads to TV commercials, children in the UK are exposed to billions of junk food advertisements each year. This continuous exposure has contributed to a growing public health crisis, with one in three young people at risk of food-related health issues.
The Youth Board, which leads Bite Back 2030, is made up of passionate teenagers who have experienced firsthand the influence of junk food marketing. Through their campaigns, they’ve worked to highlight the manipulative tactics used by big food companies and to push for a healthier food system. These young activists believe it shouldn’t be their responsibility to give children a "commercial break" from junk food ads. They are calling on the government to step up and protect young people from the harmful effects of these marketing practices.
Billboards with a Purpose
The campaign to take over public ad spaces doesn’t stop at Westfield. Bite Back 2030 has expanded this initiative to other high-traffic locations, including service stations and shopping centers like The Bullring in Birmingham. The goal is to make sure that during peak times—such as summer holidays—families aren’t met with an endless stream of ads promoting unhealthy foods. Instead, they are greeted with thought-provoking messages that encourage them to rethink the impact of these 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,” said James Toop, CEO of Bite Back 2030. These billboards serve not only as an eye-catching form of activism but also as a call to action for people across the UK to stand against the exploitative practices of junk food advertisers.
A Broader Movement for Healthier Food
While the billboard campaign has attracted significant attention, Bite Back 2030’s work extends far beyond anti-advertising. The group is actively involved in lobbying for policy changes that will reshape the food environment. For example, the campaign has long advocated for a 9 p.m. watershed on junk food advertisements, a policy that would prevent HFSS foods from being promoted to children during peak viewing hours.
Also, Bite Back 2030 has been a powerful voice in the fight to improve school food standards. The campaign’s “Spill the Beans” initiative called out the UK government for failing to meet school food standards and pushed for greater accountability in what schools serve. Thanks to their persistent efforts, the government has promised new inspection programs to ensure that schools provide nutritious meals.
Why This Matters Now
With obesity rates among young people skyrocketing and food-related diseases like type 2 diabetes becoming more prevalent, Bite Back 2030’s work is more important than ever. Research shows that children are particularly vulnerable to the persuasive tactics used by junk food marketers, and the consequences are dire. The exposure to unhealthy food advertisements fosters lifelong habits that can lead to chronic health conditions.
Cerrera, a 17-year-old member of Bite Back 2030’s Youth Board, shared her frustration: “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, we must take action now”.
Their words underscore the urgency of this movement. The current food system is not set up to protect the health of children—it’s built to maximize profits for large corporations. That’s what Bite Back 2030 is fighting to change.
What’s Next for Bite Back 2030?
As the campaign continues to gain traction, Bite Back 2030 shows no signs of slowing down. Their bold billboard campaign is just one part of a larger movement to overhaul the food system. The youth-led initiative will continue to advocate for stricter regulations on junk food advertising, and they are already pushing the UK government to implement new policies that safeguard children from harmful marketing tactics.
The future of Bite Back 2030 looks bright, as more young people get involved and lend their voices to this critical cause. The movement is not just about billboards—it’s about creating lasting change in how food is marketed, consumed, and understood.
By challenging the status quo, Bite Back 2030 is paving the way for a healthier, more just food system, where children’s health is prioritized over corporate profits. Their message is clear: it’s time to bite back.
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