From today, the United Kingdom bans junk food advertising on television before 9 p.m. and online at any time, as part of a campaign to tackle childhood obesity.
The ban applies to products considered the biggest contributors to childhood obesity, including soft drinks, chocolate and sweets, pizza, and ice cream.
Beyond the most obvious unhealthy foods, the ban also covers certain breakfast cereals and porridges, sweet bakery products, main meals, and sandwiches.
The Food and Drink Federation (FDF) said it is committed to helping people eat healthily and has voluntarily complied with the new restrictions since October.
In the UK, nearly one in ten (9.2%) preschool children is currently obese, and obesity is estimated to cost the NHS £11 billion annually.
Junk food companies can continue promoting healthier versions of products restricted from advertising and can also advertise using their brand name.
The government estimates that the advertising ban will prevent 20,000 cases of childhood obesity.
Katherine Brown, Professor of Behavioural Change in Health at the University of Hertfordshire, said the ban “should have happened a long time ago and is a step in the right direction.”
She added: “Children are particularly sensitive to aggressive marketing of unhealthy foods, and exposure to these foods increases their risk of developing obesity and related chronic diseases.”
Πηγή: BBC
