The UK government has introduced a ban on daytime television and online adverts for junk foods, aiming to combat childhood obesity. The new regulations, which came into effect on Monday, target products high in fat, salt, or sugar. According to the health ministry, this move is expected to remove up to 7.2 billion calories from children’s diets each year.
The ban applies to ads airing before the 9:00 pm watershed and anytime online, and is anticipated to reduce the number of children living with obesity by 20,000. This, in turn, is expected to deliver around £2 billion in health benefits. The implementation of this measure follows other recent steps, including an extended sugar tax on pre-packaged items like milkshakes and sweetened yoghurt drinks.
Local authorities have also been given the power to prevent fast food shops from setting up outside schools. The government argues that evidence shows advertising influences what and when children eat, shaping preferences from a young age and increasing the risk of obesity and related illnesses. Currently, 22 per cent of children starting primary schooling in England are overweight or obese, rising to more than a third by the time they progress to secondary schools.
Tooth decay is the leading cause of UK hospital admissions for young children, typically aged five to nine. Health minister Ashley Dalton stated that by restricting adverts for junk food before 9 pm and banning paid adverts online, the government can remove excessive exposure to unhealthy foods. This move is part of a strategy to make the state-funded National Health Service (NHS) focus on preventing as well as treating sickness.
The charity Diabetes UK welcomed the ad ban, noting that type 2 diabetes is on the rise in young people. Obesity is a major risk factor for type 2 diabetes, and the condition can lead to serious complications like kidney failure and heart disease. The Obesity Health Alliance also supported the move, describing it as a welcome step towards better protecting children from unhealthy food and drink advertising.
The introduction of this ban is a significant step in the UK’s efforts to tackle childhood obesity. By reducing the exposure of children to junk food advertising, the government aims to promote healthier eating habits and reduce the risk of obesity-related illnesses. This move is expected to have a positive impact on the health and wellbeing of children in the UK, and may serve as a model for other countries to follow.
