Will watershed on junk food adverts work?
The UK government has announced a partial ban on junk food adverts, with those promoting foods high in fat, sugar and salt to be banned on television before 9pm.
It is a scaled-back version of the total ban which some campaigners have called for, with adverts allowed on TV between 9pm and 5.30am, and also allowed with some restrictions online.
The move has been hailed as an important victory by charities and campaigners, but it is seen as one step in a long road to tackling Scotland’s obesity problem, as well as a range of other problems including tooth decay and other conditions linked to poor diet.
People with a healthy weight are in the minority in Scotland, at around a third, while two thirds of people are classed as overweight.
These Scottish Government classifications are based on Body Mass Index (BMI), which is considered by some to be an outdated measurement – but there is no question that Scotland has serious problem with obesity and weight gain.
A recent study from Glasgow University found that obesity is now a bigger killer than smoking in older age groups.
Risks associated with being overweight include developing type 2 diabetes, heart disease, strokes, and some types of cancer.
So how will a watershed on junk food adverts combat this?
Bad habits linked to obesity often start in childhood, the British Medical Association said in response to news of the ban. "Prevention is vital, and a healthy approach to food should be encouraged from an early age,” said Dr Graeme Eunson, consultant paediatrician and chair of the BMA’S Scottish consultants committee.
The British Heart Foundation sees the ban as “one important measure among others”, which will help to change the “environment” around unhealthy eating.
The relationship between advertising, obesity and other health risks like heart attack and stroke is “complex”, he said, and there are a lot of different factors at play.
“I think this is one measure amongst many more that really will help to change the environment that we all live in to help make the healthier choice, the easier choice, to help people to have a healthier diet, and reduce Scotland's weight as a result,” he said.
Lorraine Tulloch, programme lead at Obesity Action Scotland, said the partial ban should have a positive effect in years to come.
“We know that the influence that TV and online advertising has is significant, and it does influence what children consume in terms of their calorie intake,” she said.
“But the advertising makes up part of the food environment, so if we restrict advertising, if we restrict what foods are on promotion, then it makes it much easier to stack the odds in favour of making a healthy choice." What are the next steps? Obesity Action Scotland is “a little bit worried” about loopholes and exemptions to the junk food advertising ban, said Lorraine Tulloch.
These include rules around online advertising, and the promotion of food and drink by social media influencers.
Campaigners also want to see the Scottish Government bring forward a bill to restrict price promotions on unhealthy food and drink.
These plans mark a divergence in approach from the Scottish and UK governments, with more comprehensive plans in Scotland, Obesity Action Scotland said.