New UK law bans junk food ads on TV before 9pm and online, aiming to cut child obesity and remove billions of calories from children’s diets annually.
LONDON: A ban on daytime television and online advertisements for junk food has come into force in Britain.
The government describes the move as a “world-leading action” to tackle childhood obesity.
The regulations target products high in fat, salt, or sugar. They are expected to remove up to 7.2 billion calories from children’s diets each year.
Ads are now prohibited on TV before the 9:00pm watershed and at any time online. The health ministry estimates this will reduce the number of children living with obesity by 20,000.
Officials project the policy will deliver around £2 billion in broader health benefits.
Health minister Ashley Dalton said the restrictions will remove excessive exposure to unhealthy foods. “This is part of our strategy to make the NHS focus on preventing as well as treating sickness, so people can lead healthier lives,” he added.
The government cites evidence that advertising shapes children’s food preferences from a young age. This increases the risk of obesity and related illnesses like type 2 diabetes.
In England, 22% of children starting primary school are overweight or obese. The figure rises to more than a third by the time they start secondary school.
The ban follows other recent measures, including an extended sugar tax on pre-packaged drinks. Local authorities have also been given powers to stop new fast food shops opening near schools.
Health campaigners have welcomed the new law. Katharine Jenner of the Obesity Health Alliance called it “a welcome and long-awaited step”.
Colette Marshall, chief executive of Diabetes UK, noted the rise of type 2 diabetes in young people. “Obesity is a major risk factor,” she said.
