It is part of attempts by health bosses to stop the rising tide of childhood obesity, with one in 10 reception class-aged children classed as obese, according to UK Government statistics
Long-awaited new rules banning the advertising of junk food to children in the UK have come into force. The new regulations, which come into effect today, January 5, ban adverts for what the UK Government has classed as “less healthy” foods being shown on TV between 5.30am and 9pm, and online at any time.
It is part of an attempt by the government to stop the rising tide of childhood obesity, with one in 10 reception class-aged children classed as obese, and one in five five-year-olds suffering tooth decay, according to government figures. The ban applies to a wide range of foods high in fat, sugar, or salt, including fizzy drinks, sweets, chocolate, crisps, cakes, and biscuits.
It also applies to other ‘less healthy’ foods including breakfast cereals, ready meals, a wide range of potato products, ice cream, sweetened yogurt, and pizza. In a post on Instagram explaining the changes, social media account The Happy Broadcast said the changes are “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.”
But not everyone has agreed the ban is the correct way forward. Replying to the post, one Instagram user said: “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 questioned the scope of the ban, saying: “But not on radio? Interesting.”
Someone else said: “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.”
And another wrote: “They’ll do all this but they won’t raise the minimum wage so people can afford healthier food.”
But others were more positive, with one person calling the new rules “a step in the right direction”.
A government press release setting out the new regulations stated: “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.”
