Junk food companies are doubling down on sport sponsorship to avoid the upcoming (and much delayed due to lobbying) ban on HFSS advertising before 9pm on TV. Our kids’ heroes are advertising Hula Hoops, Redbull and Kit Kats while obesity prevalence in UK children is one of the highest in the world. Super investigation by the @BMJLatest which highlights that this isn’t just obviously harmful - we have lots of evidence that this sort of sponsorship gives junk food firms a ‘health halo effect’ by making their products seem more acceptable and less harmful to consumers. bmj.com/content/390/bmj.r136… I know many athletes and teams really do their best to avoid this but we need mandatory regulation just as we have for cigarettes. Sport will survive and thrive without making the players push junk food onto the next generation. Do join the campaigns to kick big soda out of sport if you agree kickbigsodaout.org/