New United Kingdom-wide regulations came into effect on Monday, January 5th, banning advertisements for so-called junk food on daytime television and across online platforms. The Labour government described the move as a “world-leading action” aimed at reducing childhood obesity by limiting media exposure to products high in fat, salt, or sugar.
The restrictions apply to ads broadcast before 9:00 p.m (the television ‘watershed’) and to any online advertising, with officials estimating the measure could remove up to 7.2 billion calories from children’s diets each year.
This initiative builds on previous government initiatives, including an extended sugar tax covering items such as milkshakes, ready-to-drink coffees, and sweetened yoghurt drinks. Local authorities have also gained powers to prevent fast food outlets from opening near schools.
Health Minister Ashley Dalton boasted
By restricting adverts for junk food before 9pm and banning paid adverts online, we can remove excessive exposure to unhealthy foods.
Charities welcomed the change. Katharine Jenner, executive director of the Obesity Health Alliance, called the ban a “long-awaited step” to protect children from harmful food marketing. Colette Marshall, chief executive of Diabetes UK, emphasized that rising rates of type 2 diabetes among young people are closely linked to obesity, which can result in serious complications including kidney failure and heart disease.
Previously broadcasters have expressed concern about the loss of advertising revenue and its impact on producing new content. More broadly, critics see the regulatory move as an expansion of the British ‘nanny state.’
