Long-awaited new legislation prohibiting junk food advertisements targeting children across the UK has taken effect. The regulations, which launched today, January 5, ban adverts for what the UK Government has categorised as “less healthy” products from appearing on television between 5.30am and 9pm, while online ads are banned entirely. This forms part of the government’s battle against soaring childhood obesity rates, with one in 10 reception-age pupils classified as obese, and one in five five-year-olds experiencing tooth decay, official statistics reveal.
The prohibition encompasses an extensive array of products with high levels of fat, sugar, or salt, spanning fizzy beverages, sweets, chocolate, crisps, cakes, and biscuits. Additional ‘less healthy‘ items covered include breakfast cereals, ready meals, various potato-based products, ice cream, sweetened yoghurt, and pizza, reports the Mirror.
Explaining the transformations via Instagram, social media platform The Happy Broadcast described the measures as “part of a sweeping effort to curb childhood obesity and promote healthier diets.”
It continued: “The new regulation will apply to foods high in fat, sugar, and salt (HFSS), effectively limiting the exposure of children to persuasive, unhealthy food marketing during times when they are likely to be watching TV. The ban aims to reshape the food environment, making it harder for junk food brands to target young audiences through prime-time media.
“Public health officials say the new rules could foster long-term improvements in dietary habits by reducing impulsive snacking and lowering sugar and fat consumption among children.
“Critics, especially from the food and advertising industries, warn of economic consequences and question the effectiveness of restrictions. Supporters, however, point to rising rates of obesity and diet-related diseases as urgent reasons to prioritise the well-being of future generations over advertising profits.”
However, not everyone is convinced that the ban is the right approach. Responding to the post, one Instagram user suggested: “How about instead of focusing on food all the time they make active things cheaper/more available to all, open up more sporting venues, swimming pools etc.”
Another queried the extent of the ban, remarking: “But not on radio? Interesting.”
A third person commented: “It would be great if the UK would prioritise encouraging movement and exercise to help combat obesity. Excluding adverts from being shown before 9pm doesn’t stop them from being bought or wanted.
“Most things are generally ok if eaten in moderation and not indulging too much on rubbish food/drinks. There’s so much more to fighting obesity than hiding one element that can influence it.”
Yet another added: “They’ll do all this but they won’t raise the minimum wage so people can afford healthier food.”
However, some responses were more optimistic, with one person describing the new regulations as “a step in the right direction”.
A government press release outlining the fresh regulations said: “Research shows that exposure to adverts for less healthy food can affect what and when children eat, shaping their food preferences from a young age. This increases their risk of becoming overweight or obese, which then sets them up for a lifetime of health issues as adults.
“Obesity, for example, is the second biggest preventable cause of cancer. While there is no single solution to tackling the widespread causes of obesity, we estimate that these advertising restrictions will remove up to 7.2 billion calories from children’s diets per year and help prevent around 20,000 cases of childhood obesity. The health benefits are estimated at around £2 billion.”
This story originally appeared on Express.co.uk
