LIVERPOOL-produced soap opera Hollyoaks might soon have to look for a new sponsor - if health campaigners get their way.

The British Heart Foundation has just released statistics showing that by the time they leave primary school, 39 percent of Liverpool children are obese or overweight; that’s six percent points higher than the national average of 33 percent. 

The charity is pointing the finger at advertising and sponsorship around popular TV shows such as Lime Pictures’ Hollyoaks and the X-Factor. It is calling for a ban on all junk food commercials before 9pm as part of as part of the Government’s Childhood Obesity Strategy expected later this month.

The BHF says that despite a ban on adverts for junk food - high in fat, saturated fat, sugar and salt - during the hours of children’s TV programming, millions of young viewers are exposed to the same commercials during their actual favourite shows which are on after 6pm.

It cited the multi-million pound sponsorship of Hollyoaks, by Domino’s Pizza, shown on Channel 4 between 6.30pm and 7pm, which, it says, exposes children to adverts for high-saturated fat and salt pizzas up to four times during every 30-minute episode. 

During just one X Factor show last year, the BHF says 13 junk food adverts were shown to children watching before 9pm. Throughout the series the BHF found adverts for foods high in fat, saturated fat, salt and sugar, such as Cadbury chocolate, Doritos, Kinder chocolate, Chicago Town pizzas and Haribo sweets, all of which are banned during children’s programming.

Domino's also sponsored an X Factor "Pizza Party" app in the last series of the show.

The BHF says: “Parents’ efforts to help their children eat healthily are being undermined by sophisticated promotions for unhealthy foods on TV and online – these adverts are exploiting loopholes in advertising regulations.”

It adds that current regulations are "failing’ families in Liverpool. 

Mike Hobday, Director of Policy at the BHF, said: "We need to protect young people against the sophisticated marketing techniques of junk food advertisers to help tackle the obesity crisis which threatens the heart health of future generations.”

Latest Ofcom figures show that two-thirds (65 percent) of children watch TV during what is considered adult airtime. Peak viewing for children is between 7 and 8pm when up to 1.8 million children are glued to their TV screens.

But Hollyoaks, devised by Phil Redmond, says it is aimed at 16-34 year olds.  

Last January, when the two-year Domino’s deal was brokered, Simon Wallis, sales and marketing director for the pizza chain said: "Our long term sponsorship will see Domino’s Pizza dominate early evening TV viewing and ensure we are speaking to the heart of our core audience just when they are thinking about how to solve their hunger pains.”

In the deal, sponsorship idents have featured a fictional production crew filming on the set of Hollyoaks as they are interrupted by a deliveryman stating: “Who ordered Domino’s?” 

Last month the BHF joined 18 organisations to form a national alliance which is also calling for a 20 per cent tax on sugary drinks.