Junk food TV and online advert ban comes into force

Junk food advertising is banned on TV and the internet from Monday as part of a campaign to tackle childhood obesity.

The UK-wide ban bans advertising of high fat, salt and sugar (HFSS) foods and drinks on television before 9pm and at all times online.

This applies to foods considered to be major causes of childhood obesity, including soft drinks, chocolate and sweets, pizza and ice cream.

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

In addition to more obviously unhealthy foods, the ban also applies to certain breakfast cereals and cereals, sweetened baked goods, and entrees and sandwiches.

Decisions about which foods are banned are based on an assessment tool that weighs their nutrient levels against those high in saturated fat, salt or sugar.

Plain oatmeal and most cereals, muesli and muesli are not affected by the crackdown, but some versions with added sugar, chocolate or syrup may be affected.

Firms can still promote healthier versions of banned foods, which the government hopes will lead to food manufacturers developing healthier recipes.

Josh Tilley, director of brand strategy at marketing agency Initials CX, said companies will still be allowed to advertise their overall brand, but not specific products.

Advertisements featuring “things like the PepsiCo logo or McDonald's arches” will not be banned, he said, meaning larger companies may be less affected by the new restrictions.

Smaller companies “can't necessarily afford larger ad campaigns,” Tilley said. Their advertising is based on “educating people” about specific products, “and they can't do that anymore.”

The ban only applies to advertising in which viewers may see unhealthy products. Fast food companies will still be able to advertise their brand..

Previously, advertising of food and drink products high in saturated fat, salt and/or free sugars was banned on all platforms, where more than a quarter of the audience was under 16 years of age.

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

Almost one in 10 (9.2%) reception-aged children are now obese, and one in five children will develop tooth decay by the age of five, according to the National Health Service (NHS).

It is estimated that obesity costs the NHS more than £11 billion each year.

Evidence shows that children's exposure to unhealthy food advertising can influence what they eat from an early age, which in turn puts them at greater risk of becoming overweight or obese.

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

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

She said: “Children are very susceptible to aggressive marketing of unhealthy foods, and exposure to it puts them at greater risk of developing obesity and associated chronic diseases.”

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

FDF said manufacturers are “committed to working in partnership with government and other organizations to help people make healthier choices.”

It 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 contain a third less salt and sugar and a quarter of the calories than ten years ago.”

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