Junk food adverts on television to be banned before 9pm in landmark move
Junk food adverts will be banned before 9pm on television from the end of next year and subject to heavier online restrictions, the UK government has announced.
The ban will cover food high in sugar, salt and fat, with products affected including chocolate, soft drinks, cakes, sweets, ice cream, biscuits, sweetened juices, crisps, chips and pizzas.
The restrictions will be Ukwide.
Fast food and confectionery giants will be banned from advertisingproductshighinfat, sugar and salt (HFSS) online, but there will be exemptions for small businesses with 249 employees or fewer.
Restrictions will stop short of the total ban that was proposed last year, part of Boris Johnson’s efforts to tackle obesity, as brand-only advertising online and on TV will be allowed to continue.
Companies can continue to promote their products on their own websites and social media platforms under the new measures.
Firms will also be able to advertise on television before the watershed if they do not show banned foods – a ruling that is expected to be opposed by health campaigners.
Online audio will be exempted, meaning that fast food and confectionery will be advertised on radio stations broadcasting over the internet, as well as on podcasts.
The new regulations also allow exemptions for the healthiest foods within each category, such as honey, olive oil, avocados and marmite.
Public health minister Jo Churchill said: “We are committed to improving the health of our children and tackling obesity. The content youngsters see can have an impact on the choices they make and habits they form. With children spending more time online it is vital we act to protect them from unhealthy advertising.
“These measures form another key part of our strategy to get the nation fitter and healthier by giving them the chance to make more informed decisions.
"We need to take urgent action to level up health inequalities. This action on advertising will help to wipe billions off the national calorie count and give our children a fair chance of a healthy lifestyle.”
Research has found one in three children leaving primary school are overweight or obese, as are almost two thirds of adults in England.
The consultation cited research finding children were being exposed to increasing online junk food advertising. The UK government estimated children aged under 16 were exposed to 15 billion junk food adverts online in 2019, compared with an estimated 700 million two years earlier.
Caroline Cerny, from the Obesity Health Alliance, said: “Going ahead with landmark policies to restrict unhealthy food advertising shows that the government is serious about putting our nation’s health first.
"Tough new restrictions will stem the flood of adverts that entice us towards sugary and high fat foods.”
Barbara Crowther, Sustain’s children’s food campaign coordinator, said: “The proposals represent a significant step forward in reducing exposure to a constant stream of unhealthy food and drink advertising on TV and online.”