Ban on junk food adverts pushed back until 2025

THE Government’s ban on junk food adverts on television and online has been pushed back by another year until January 2025.

The plan was originally set out by Boris Johnson as part of his pledge to tackle the country’s obesity crisis, brought into focus by the pandemic.

The ban would apply to TV adverts for foods that are high in fat, sugar and salt before a 9pm watershed and on paid-for adverts online.

Originally slated for 2023, the Government delayed the plan in May until January 2024 and this has now been pushed back by a further 12 months, sources said last night.

Professor David Strain, chairman of the British Medical Association’s board of science, said: “Delaying yet another policy that could help improve the diets and health of our nation’s young people shows a lack of political will and courage that is difficult to fathom.

“For years we have set out the evidence as clearly as we can that the current advertising restrictions are not fit for purpose, and are not protecting children and young people from excessive

‘For years we have set out evidence that the current advertising restrictions are not fit for purpose’

marketing influence. Moreover, the public agree with us, with 74 per cent of people supporting a watershed to stop junk food ads being shown before 9pm on TV and online.”

The new rules would be among the toughest such marketing restrictions in the world and are estimated to cost broadcasters £200million a year in advertising revenue, while social media firms stand to lose some £400million.

The policy was announced after Mr Johnson blamed his weight for becoming seriously ill when he caught Covid19 in 2020.

Almost a third (28 per cent) of the adult population in England is obese and more than a third (36 per cent) are overweight, estimates suggest.

Katharine Jenner, director of the Obesity Health Alliance, said: “Delaying junk food advertising restrictions is a shocking move, with no valid justification to do so, other than giving a flimsy excuse that businesses need more time to prepare and reformulate.

“We urge Rishi Sunak to reverse this attack on child health and to shorten the delay to 2024, to give children a better chance to grow up healthy.”