The Government has announced new measures to shield children from junk food advertising as part of efforts to combat childhood obesity.
From today (5 January), adverts for less healthy foods and drinks will be banned on television before 9 pm and online at all times.
Research shows that advertising affects children’s food choices and eating habits from an early age, increasing the risk of obesity and related health problems.
The Government says the move could cut up to 7.2 billion calories from children’s diets each year, prevent 20,000 children from living with obesity, and deliver approximately £2 billion in long-term health benefits.
Minister for Health Ashley Dalton commented: “We promised to do everything we can to give every child the best and healthiest start in life.
“By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods - making the healthy choice the easy choice for parents and children.
“We’re moving the dial from having the NHS treat sickness, to preventing it so people can lead healthier lives and so it can be there for us when we need it.”
By the time children start primary school in England, 22.1% are classified as overweight or obese, rising to 35.8% by the time they leave. Tooth decay is also the leading cause of hospital admissions among young children in the UK, typically between the ages of 5 and 9.
Anna Taylor, executive director of The Food Foundation, said: 'Today marks a big, world leading, milestone, on the journey to protect children from being exposed to the onslaught of junk food advertising which is currently so harmful to their health. But let’s not forget it took more than seven years from when it was first announced to coming into force.
“In the meantime, companies are switching tactics and switching channels to reach children in different ways. Our data shows that spending on outdoor advertising increased by 28% between 2021 and 2024 and the legislation permits companies to switch from product advertising to brand advertising which is likely to significantly weaken its impact.
“We can’t stop here, we must remain focused on the goal – banning all forms of junk food advertising to children, and we must create a policy process which can be more responsive to industry tactics and less vulnerable to industry lobbying.'