Children will no longer view TV adverts for junk food products as a new law set out this week confirms the final details of advertising restrictions.
From October 2025, junk food ads on television will only be allowed past the 9pm watershed as part of plans to curb childhood obesity.
Around 7.2 billion calories per year are expected to be removed from UK children’s diets as a result of the measures, preventing an estimated 20,000 cases of childhood obesity.
Guidance was also published this week on which food or drink categories will be covered by the regulations.
Porridge and crumpets are part of a list, as well as scones, croissants, pains au chocolat, pancakes and waffles.
Icing and cake decorations are exempt, however, as well as savoury bread and traditional loaves.
Major shift
Secretary of state for health and social care Wes Streeting said: ’Obesity robs our kids of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions.
‘This government is taking action now to end the targeting of junk food ads at kids, across both TV and online.
‘This is the first step to deliver a major shift in the focus of healthcare from sickness to prevention, and towards meeting our government’s ambition to give every child a healthy, happy start to life.’
NHS data shows almost one in 10 (9.2%) reception-aged children are now living with obesity. By aged five, one in five (23.7%) children have tooth decay because of excess sugar consumption.
NHS national medical director professor Sir Stephen Powis added: ‘NHS figures show that one in eight toddlers and primary school children are obese, and this is clearly a problem not only because we know that it could lead to young people having health issues later in life, but it’s also storing up problems for a future NHS which already spends billions dealing with the issue.
‘We’ve always said the NHS can play its part in supporting people who are obese to reach a healthier weight, but we need to work with the rest of society to prevent people becoming overweight in the first place.
‘So we welcome this proposed legislation and look forward to working with the government and partners to help protect the good health of future generations.’
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