New regulations banning daytime television and online advertising for foods high in fat, salt, or sugar have taken effect in the UK. The government has characterized this action as “world-leading” in its effort to address childhood obesity.
New Restrictions on Food Advertising
The regulations impact advertisements shown before the 9pm watershed on television and all paid-for online advertising. According to the health ministry, these changes are expected to remove up to 7.2 billion calories from children’s diets annually.
The health ministry projects the ban could reduce the number of children living with obesity by 20,000 and generate approximately £2 billion (€2.2bn) in health benefits. Local authorities have also been empowered to prevent fast food establishments from opening near schools.
Government Rationale
The government maintains that evidence demonstrates a link between advertising and children’s eating habits. Officials state that advertising shapes food preferences from a young age, potentially increasing the risk of obesity and related health problems. Currently, 22% of children starting primary school in England – around age five – are overweight or obese. This figure rises to over a third by age 11, when they enter secondary school.
Health minister Ashley Dalton stated, “By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods.” He added that the move is part of a broader strategy to shift the focus of the National Health Service (NHS) towards preventative care, “so people can lead healthier lives.”
The Obesity Health Alliance’s Executive Director, Katharine Jenner, called the ban “a welcome and long-awaited step towards better protecting children from unhealthy food and drink advertising that can harm their health and wellbeing.” Diabetes UK also expressed support, with its chief executive, Colette Marshall, noting the increasing prevalence of type 2 diabetes in young people. Marshall added that obesity is a major risk factor for the condition, potentially leading to serious complications like kidney failure and heart disease.
Frequently Asked Questions
What types of foods are affected by this ban?
The ban targets advertisements for products high in fat, salt, or sugar.
What is the potential impact on childhood obesity rates?
The health ministry projects the ban could reduce the number of children living with obesity by 20,000.
What other steps has the UK government taken to address childhood obesity?
The government has implemented an extended sugar tax on pre-packaged items and given local authorities the power to restrict fast food shops near schools.
It remains to be seen how effectively these regulations will be enforced and whether they will lead to sustained changes in children’s dietary habits. Further analysis may be needed to determine if similar measures could be effective in other countries, or if additional policies are required to address the complex issue of childhood obesity.
