Children will no longer be exposed to TV adverts for junk food products as a new law set out today confirms the final details of advertising restrictions. Adverts on television will only be allowed after the watershed from October 2025, as part of plans to curb childhood obesity.
Fulfilling a key manifesto commitment and supporting the pledge to give every child the best and healthiest start in life, the restrictions will also include a ban on paid online junk food adverts to reduce children’s excessive exposure to many foods high in fat, sugar or salt and helping to address rising rates of obesity-related diseases such as diabetes and heart disease.
Guidance is also being published today to provide more detail on which food and drink categories will be covered by the regulations - giving industry the final details needed to prepare for the regulations coming into force next year.
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.”
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.”
These restrictions will support the shift from treatment to prevention that will be a key focus of the 10 Year Health Plan, which the government is set to publish in spring next year.
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