He also shares his insights on where current approaches to promote healthy diets fall short.

‘Advertising can make people aware of new products and services, but is also used to influence people. Research shows we make most of our consumer choices about food subconsciously. Advertisements often target these subconscious processes. If kids are exposed to advertising, they are more likely to choose unhealthy food’, explains Bolderdijk.

Spirit of the times

He believes the current government policy of ‘nudging’ people to make more responsible, healthy choices by providing information, are not potent enough to curb rising levels of obesity. So why haven’t policymakers limited advertising for unhealthy foods yet? Bolderdijk: ‘People tend to take the status quo for granted. Ads have been part of our lives for so long, people just accept it.’

He goes on to add: ‘We’re not quite at the point where we’re ready to ban all advertising for unhealthy food. But remember that this depends on the spirit of the time. In the past we’ve banned tobacco advertising. And don’t forget that ads promoting the use of seatbelts were seen as intrusive and patronising when they first aired. Now it’s almost unthinkable to drive without a seatbelt!’