NEWS: New Advertising Rules Target Children’s Exposure to Junk Food

As reported by the National Health Executive, new restrictions on junk food advertising have come into force across England as part of efforts to address rising levels of childhood obesity and poor oral health

From the fifth of January, adverts for less healthy food and drink products are no longer permitted on television before 9pm, and are banned online at all times. The regulations are designed to significantly reduce children’s exposure to advertising for high fat, salt and sugar products.

The government estimates the measures will remove up to 7.2 billion calories from children’s diets each year, help prevent around 20,000 cases of childhood obesity, and deliver £2 billion in long term health benefits.

Childhood obesity continues to present a major public health challenge. Tooth decay remains the leading cause of hospital admissions among children aged five to nine in the UK. At the start of primary school, 22.1% of children in England are living with overweight or obesity, increasing to 35.8% by the end of primary education.

The advertising ban forms part of a broader package aimed at improving children’s health outcomes and reducing child poverty. Additional measures include the Healthy Food Standard to improve the nutritional quality of weekly shopping baskets, supervised toothbrushing programmes for three to five year olds in the most deprived areas, new powers for local authorities to prevent fast food outlets opening near schools, and a ban on the sale of high caffeine energy drinks to under 16s.