Junk food advert ban comes into force

Junk food ads are being banned on television and online from today as part of the fight against childhood obesity.

The UK-wide ban stops food and drinks high in fat, salt and sugar (HFSS) from being advertised on TV and online at any time before 9pm.

It applies to products considered to be the biggest drivers of childhood obesity, including soft drinks, chocolates and desserts, pizzas and ice creams.

The Food and Drink Federation (FDF) said it was committed to helping people eat healthily and had voluntarily complied with the new restrictions since October.

As well as foods that are obviously unhealthy, the ban also covers some breakfast cereals and porridges, sugary bread products, main meals and sandwiches.

Decisions about which products fall under the ban are based on a scoring tool that balances nutritional levels against high saturated fat, salt or sugar content.

Plain oats and most porridges, muesli and granola are not banned, but some versions with added sugar, chocolate or syrup may be affected.

Companies can still promote healthier versions of banned products; the government hopes this will lead food manufacturers to develop healthier recipes.

The ban only covers ads where viewers can see unhealthy products. Fast food companies can still advertise using their own brand names.

Previously, HFSS food and drink ads were banned on platforms where more than a quarter of the audience was under 16.

Companies that fail to comply with the new rules will risk action from the Advertising Standards Authority (ASA).

NHS data shows that almost one in 10 children of admission age (9.2%) are now living with obesity, while one in five children will experience tooth decay by the age of five.

Obesity is estimated to cost the NHS more than £11 billion each year.

Evidence shows that children’s exposure to unhealthy food advertising can influence what they eat from a young age, putting them at increased risk of becoming overweight or obese.

The government estimates the advertising ban will prevent around 20,000 cases of childhood obesity.

Katherine Brown, professor of health behavior change at the University of Hertfordshire, said the ban was “a long overdue step in the right direction”.

He said: “Children are highly vulnerable to the aggressive marketing of unhealthy foods, and exposure to them puts them at risk of obesity and related chronic diseases.”

Ms Brown called on the government to make nutritious options “more affordable, accessible and attractive”.

FDF said manufacturers were “committed to working in partnership with the government and others to help people make healthier choices.”

He added: “Investing in developing healthier products has been a key priority for food and drink manufacturers for many years, and as a result our members’ products now have a third as much salt and sugar and a quarter as many calories as they did a decade ago.”