The official implementation of the updated advertising ban will prohibit commercials for ‘less healthy food and drinks’ on television before 9 PM. Additionally, a complete ban on all online advertising for these items will take effect.
This initiative, which has been in development for several years, has now been approved by the Labour government. Its primary goal is to fulfill MPs’ commitments to combat the alarming increase in childhood obesity rates across the UK.
Citing compelling data, Downing Street revealed that approximately 22.1% of children in England are classified as overweight or obese at the beginning of primary school, a figure that escalates to 35.8% by the time they graduate.
Moreover, dental decay stands as the leading reason for hospital admissions among young children (ages 5-9) in the UK, emphasizing the urgent need for intervention.
Health Minister Ashley Dalton stated: “By restricting adverts for junk food before 9 PM and banning paid adverts online, we can remove excessive exposure to unhealthy foods – making the healthy choice the easy choice for parents and children.”
“We’re moving the dial from having the NHS treat sickness to preventing it so people can lead healthier lives, ensuring it is there for us when we need it.”
According to government projections, this advertising ban is expected to eliminate up to 7.2 billion calories from children’s diets each year and decrease the number of children living with obesity by 20,000.
If successful, this policy could yield approximately £2 billion in health benefits over time. It will complement existing strategies, including the Soft Drinks Industry Levy and enhanced authority for local governments to restrict fast food establishments near schools.
“With type 2 diabetes on the rise among young people, the need to improve children’s health in the UK has never been more crucial. Obesity is a significant risk factor for type 2 diabetes, which leads to severe complications such as kidney failure and heart disease,” added Colette Marshall, CEO of Diabetes UK.
“The long-anticipated action to limit junk food advertising – along with measures like mandatory healthy food sales reporting for businesses and the extension of the Soft Drinks Industry Levy – can help safeguard the health of our children, paving the way for a future where conditions like type 2 diabetes can be prevented in young people.”
