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New regulations will take effect in the UK on Monday, prohibiting daytime television and online advertisements for so-called junk foods, which the government describes as a “world-leading action” to combat childhood obesity.
The ban, which focuses on advertisements for products high in fat, salt, or sugar, is projected to eliminate up to 7.2 billion calories from children’s diets each year, according to the health ministry.
By affecting advertisements broadcast before the 9:00 PM watershed and online, the regulations aim to reduce the number of children experiencing obesity by 20,000 and generate around £2 billion ($2.7 billion) in health benefits, according to the ministry.
The introduction of this measure follows other recent actions, including an expanded sugar tax on pre-packaged products such as milkshakes, ready-to-drink coffees, and sweetened yoghurt drinks. Local governments have also been empowered to prevent fast-food establishments from opening near schools.
The government contends that evidence indicates advertising affects what and when children eat, shaping their preferences early on and heightening the risk of obesity and related health issues.
It points out that 22 per cent of kids starting primary school in England, typically around five years old, are overweight or obese, with that figure exceeding a third when they reach secondary school at the age of 11.
Tooth decay is the primary reason for hospital admissions among young children in the UK, generally aged 5 to 9, according to officials.
“By limiting advertisements for junk food before 9 PM and prohibiting paid ads online, we can reduce excessive exposure to unhealthy food options,” health minister Ashley Dalton remarked in a statement.
He added that this initiative is part of a broader strategy to ensure the state-funded National Health Service (NHS) emphasises preventive measures alongside treatment, allowing individuals to live healthier lives.
The organisation Diabetes UK also endorsed the ban on ads, with its chief executive, Colette Marshall, highlighting the rise of type 2 diabetes among young people.
