British children think fast food is the norm

New research by scientists with the British Heart Foundation (BHF) suggests that two-thirds of children do not regard fast food as a treat.

In a poll where 500 youngsters were questioned, 82% did not think of crisps as anything special and more than half did not consider sweets to be a treat.

The charity says children's diets in Britain are now so poor that more than two-thirds of them do not think fast food is a special treat.

The British Heart Foundation wants the government to ban the marketing of what it describes as junk food to children as the messages they deliver undermine what is "normal" food.

BHF Director of Prevention and Care, Dr. Mike Knapton says the infestation of artery-clogging foods that make up children's everyday diets is putting their hearts and long-term health at risk.

BHF wants a complete ban on adverts for foods that are high in fat, sugar and salt, which are already banned during programmes are aimed at the under-16 audience.

The BHF wants all junk food advertisements banned before the 9pm watershed, which is when more children watch television and also wants food and drink firms to reduce their internet presence, and marketing and packaging aimed at children.

According to the Food and Drink Federation, which represents the industry, British companies "lead the world" in reformulating products, offering consumers healthier choices and introducing improved nutrition labelling.

Federation spokesman Julian Hunt says Britain already has some of the strictest rules in Europe regarding marketing.

The findings provide additional pressure on the government to tighten advertising regulations on foods high in salt, fat or sugar which came into force at the start of the year.

More than 2.5 million children in England are now overweight or obese, and by 2050, one in four will be obese. The obesity problem is rife in many developed countries such as the U.S., Australia and Canada.